The luxury jewelry industry is experiencing a digital transformation that’s redefining how customers discover, explore, and purchase high-end pieces. Dallas-based Ylang 23, a prestigious jewelry boutique with 35 years of heritage, has pioneered this evolution by partnering with live commerce platform Immerss to deliver extraordinary virtual shopping experiences that rival in-person consultations.
This strategic partnership demonstrates how traditional luxury retailers can embrace conversational commerce technology to expand their reach while maintaining the personalized service that defines luxury shopping. The results speak for themselves: enhanced customer engagement, expanded market reach, and sales increases of up to 35%.
The Challenge: Bridging Physical and Digital Luxury Experiences
Ylang 23 faced a common challenge confronting luxury retailers: how to translate the intimate, personalized service that defines high-end jewelry shopping into digital channels without losing the essential human connection that drives purchase decisions.
“At Ylang 23 the customer is always top of mind and we identified a gap in the customer service that we were able to provide at the store level versus what we can offer to customers behind a screen,” explains Alysa Teichman, VP of Business Development at Ylang 23. “Helping people in person is so much more intimate. To help bridge the gap, we partnered with Immerss.”
The Luxury Shopping Dilemma
Traditional luxury jewelry shopping relies heavily on personal relationships, tactile experiences, and expert guidance. Customers expect to see how pieces catch light, understand craftsmanship details, and receive styling advice tailored to their personal aesthetic. Recreating these elements in digital environments has proven challenging for many luxury retailers.
Static e-commerce platforms, while convenient, fail to capture the consultative nature of luxury jewelry sales. High-value purchases require trust, education, and personalized attention that conventional online shopping experiences simply cannot provide.
Geographic Limitations and Market Access
As a Dallas-based boutique, Ylang 23 faced geographic constraints that limited their ability to serve customers across broader markets. Many luxury jewelry customers travel extensively or relocate, creating demand for remote access to trusted jewelry experts and exclusive collections.
Traditional trunk shows and special events, while effective for local customers, excluded potential clients who couldn’t attend in person. This limitation represented missed opportunities for both customer engagement and revenue generation.
The Solution: Digital Clienteling Through Live Shopping Technology
Ylang 23’s partnership with Immerss represents a strategic approach to digital transformation that prioritizes customer experience while leveraging cutting-edge technology to overcome traditional retail limitations.
Personalized Virtual Consultations
The implementation of Immerss’s live shopping platform enables Ylang 23 to offer one-on-one virtual consultations that mirror the personalized attention customers receive in-store. Sales associates can guide customers through jewelry selections via live video, providing detailed views of pieces and offering expert styling advice in real-time.
“Based on personal preference, the customer is able to chat or have a live video call with one of our sales associates,” Teichman notes. “Associates can ‘walk’ our customers through the store showing pieces in real life and send corresponding links to the customer to purchase online. It’s the second most seamless experience to working with a customer in person.”
Technology-Enhanced Product Demonstration
The platform’s capabilities allow sales associates to showcase jewelry pieces with professional lighting and close-up views that reveal intricate details, gemstone quality, and craftsmanship elements. Customers can request specific angles, comparisons between pieces, and styling demonstrations that help them visualize how jewelry will look when worn.
This approach addresses one of the primary concerns luxury customers have about online jewelry purchases: the inability to properly evaluate quality and appearance before buying.
Virtual Trunk Shows and Exclusive Events
One of the most innovative applications of the technology involves livestreamed trunk shows that enable Ylang 23 to share exclusive collections with customers nationwide. These events recreate the excitement and exclusivity of in-person trunk shows while dramatically expanding the potential audience.
“With each trunk show, we procure incredible products in store for these events for a short period of time, which means many of the products do not make it onto our website,” Alysa explains. “Immerss’ platform provides us the opportunity to showcase this product via a livestream that we can send to customers who aren’t able to make it in store for our trunk shows.”
Creating Urgency and Exclusivity
Virtual trunk shows maintain the scarcity and exclusivity that drive luxury purchases while making these experiences accessible to customers regardless of location. The live format creates real-time interaction opportunities where customers can ask questions, request additional views, and receive immediate styling advice.
This approach has proven particularly effective for reaching Ylang 23’s coast-to-coast clientele, many of whom have developed relationships with the boutique over decades but may no longer live in the Dallas area.
The Technology: How Immerss Enables Luxury Digital Experiences
Immerss, founded in Dallas in 2015, has evolved from a general video platform into a specialized live commerce solution that addresses the unique needs of luxury retailers and other relationship-driven businesses.
Platform Evolution and Expertise
The company’s journey reflects the broader evolution of digital commerce technology. Initially launched as a video connection platform, Immerss pivoted to focus on connecting brands with influencers before finding its current niche in e-commerce shopping experiences.
The platform’s development was validated through early partnerships with luxury brands like San Antonio-based bootmaker Lucchese, which achieved such impressive results that it invested $1.1 million in seed funding in Immerss in 2021. This validation from luxury customers demonstrates the technology’s effectiveness in high-value, relationship-driven sales environments.
Comprehensive Digital Clienteling Features
Modern digital clienteling extends far beyond simple video calls. Immerss integrates customer data including online behavior, purchase history, and preferences to enable truly personalized interactions. Sales associates can access comprehensive customer profiles that inform their recommendations and conversation approaches.
The platform supports multiple communication channels including live video, messaging, and email integration, ensuring customers can engage through their preferred methods while maintaining conversation continuity across touchpoints.
Real-World Results and Performance
The effectiveness of digital clienteling implementation is measured through concrete business outcomes. Brands utilizing Immerss technology, including Lucchese, have reported e-commerce sales increases of up to 35% following implementation.
These results demonstrate that well-executed digital clienteling doesn’t just maintain sales levels—it actively drives growth by enabling more personalized, effective customer interactions at scale.
The Customer Experience: Virtual Shopping That Rivals In-Person Service
From the customer perspective, Ylang 23’s digital clienteling implementation creates shopping experiences that combine the convenience of online browsing with the expertise and personalization of boutique service.
Seamless Technology Integration
Customers can initiate virtual consultations directly from Ylang 23’s website or through personal invitations from sales associates. The technology works across devices, ensuring accessibility whether customers prefer smartphone, tablet, or desktop interactions.
The user interface prioritizes simplicity and elegance, reflecting the luxury brand’s aesthetic while ensuring technology doesn’t create barriers to engagement.
Personalized Product Discovery
During virtual consultations, sales associates can create curated selections based on customer preferences, style history, and special occasion needs. This personalized approach often introduces customers to pieces they might not have discovered through independent browsing.
The ability to see multiple pieces side-by-side, request styling combinations, and receive expert opinions creates discovery experiences that often exceed what’s possible during rushed in-store visits.
Customer Feedback and Satisfaction
Ylang 23 has received overwhelmingly positive feedback from customers using the platform. The convenience of scheduling consultations around personal schedules, combined with access to the full expertise of Ylang 23’s sales team, has created new levels of customer satisfaction.
“We’ve received amazing feedback from our customers who have used this platform,” Teichman confirms. The flexibility to engage via chat or live video accommodates different comfort levels and communication preferences while maintaining service quality.
Building Long-Distance Relationships
For customers who have relocated or travel frequently, digital clienteling enables ongoing relationships with trusted jewelry advisors. This continuity is particularly valuable in luxury jewelry, where customers often work with the same sales associates for years or decades.
The technology enables these relationships to continue regardless of geographic distance, maintaining customer loyalty and enabling ongoing sales opportunities.
Industry Impact: Pioneering Digital Innovation in Luxury Retail
Ylang 23’s implementation of digital clienteling represents broader trends transforming luxury retail and demonstrates how traditional businesses can successfully embrace technological innovation.
Multi-Generational Business Adaptation
As a multi-generational family business, Ylang 23’s digital transformation showcases how established luxury retailers can evolve while maintaining their core values and customer focus. The Teichman family has consistently been digital pioneers, launching their online presence in 2002 and beginning e-commerce operations in 2003.
Alysa Teichman’s involvement since 2016 has brought fresh perspectives while respecting the boutique’s heritage and established customer relationships. This balance between innovation and tradition is crucial for luxury brands navigating digital transformation.
Connecting with Digital-Native Consumers
The platform enables Ylang 23 to engage with younger customers who expect seamless digital experiences while maintaining the personalized service that attracts traditional luxury consumers. This dual approach ensures the business can serve existing customers while attracting new demographics.
Digital clienteling provides an entry point for customers who might be intimidated by traditional luxury retail environments, creating more inclusive shopping experiences that can expand market reach.
Setting Industry Standards
Ylang 23’s success with digital clienteling is influencing other luxury retailers to reconsider their digital strategies. The measurable results demonstrate that technology can enhance rather than diminish luxury shopping experiences when implemented thoughtfully.
The partnership showcases how local businesses can leverage innovative technology to compete with national and international luxury retailers while maintaining their unique value propositions.
The Business Case: ROI and Strategic Advantages
The financial and strategic benefits of digital clienteling implementation extend far beyond immediate sales increases, creating sustainable competitive advantages for forward-thinking luxury retailers.
Revenue Growth and Market Expansion
Digital clienteling enables Ylang 23 to serve customers across broader geographic markets without the overhead costs associated with physical expansion. Virtual consultations and trunk shows can reach customers nationwide, effectively expanding the business’s addressable market.
The technology also enables more efficient use of sales associate time, as virtual consultations can be scheduled around optimal availability rather than being limited to store hours and foot traffic patterns.
Enhanced Customer Lifetime Value
By maintaining ongoing relationships with customers regardless of location, digital clienteling increases customer retention and lifetime value. Customers who relocate can continue working with trusted advisors, maintaining purchasing relationships that might otherwise be lost.
The platform also enables more frequent touchpoints through virtual trunk shows and collection previews, increasing purchase frequency and order values through enhanced engagement.
Operational Efficiency Gains
Digital clienteling reduces the pressure on physical store space while maintaining service quality. Associates can conduct consultations from the store floor or dedicated spaces, optimizing both customer experience and operational efficiency.
The technology also provides valuable data insights about customer preferences, interaction patterns, and successful sales strategies that can inform broader business decisions and training programs.
Competitive Differentiation
Early adoption of digital clienteling technology positions Ylang 23 as an innovation leader in luxury jewelry retail. This differentiation attracts customers seeking modern convenience combined with traditional expertise.
The capability also provides resilience against future disruptions, whether economic, environmental, or technological, by ensuring business continuity regardless of external circumstances.
Dallas Innovation Ecosystem: Collaborative Growth
The partnership between Ylang 23 and Immerss exemplifies Dallas’s collaborative entrepreneurial culture, where established businesses and innovative technology companies work together to drive industry advancement.
Local Partnership Benefits
Working with a Dallas-based technology partner provides Ylang 23 with close collaboration opportunities, rapid support, and shared understanding of local market dynamics. This proximity enables iterative development and customization that might not be possible with distant technology providers.
The partnership also strengthens the local innovation ecosystem by demonstrating successful collaboration between traditional businesses and technology startups.
Knowledge Sharing and Development
Both companies benefit from shared insights about customer behavior, technology performance, and market trends. Ylang 23’s deep understanding of luxury customer expectations informs Immerss’s platform development, while Immerss’s technology expertise enables new service capabilities for Ylang 23.
This collaborative approach to innovation creates stronger solutions than either company could develop independently.
Model for Other Industries
The success of this partnership provides a model for other traditional businesses considering digital transformation. The approach demonstrates how technology can enhance rather than replace human expertise while expanding business capabilities and market reach.
Other luxury retailers, professional service providers, and relationship-driven businesses can apply similar strategies to their own digital transformation initiatives.
Future Implications: The Evolution of Luxury Commerce
Ylang 23’s digital clienteling success points toward broader transformations in how luxury goods are marketed, sold, and experienced in digital environments.
Technology Integration Trends
As digital clienteling technology continues evolving, integration with augmented reality, artificial intelligence, and advanced analytics will create even more sophisticated customer experiences. These developments will further blur the lines between physical and digital shopping.
The success of current implementations validates continued investment in these technologies and suggests broader adoption across luxury retail categories.
Customer Expectation Evolution
Customers who experience high-quality digital clienteling begin expecting similar services from other luxury providers. This creates competitive pressure for broader industry adoption while establishing new standards for luxury customer service.
The convenience and personalization possible through digital channels may become essential rather than optional for luxury retailers seeking to maintain competitive positions.
Sustainable Business Model Innovation
Digital clienteling enables luxury retailers to serve broader markets more efficiently while reducing environmental impacts associated with travel and physical expansion. This sustainability aspect may become increasingly important as consumers prioritize environmental responsibility.
The model also supports more resilient business operations that can adapt to changing economic conditions, regulatory requirements, or unexpected disruptions.
Conclusion: Redefining Luxury Retail Through Strategic Innovation
Ylang 23’s partnership with Immerss demonstrates how traditional luxury businesses can successfully embrace digital transformation while maintaining the personalized service that defines their value proposition. The implementation of digital clienteling technology has enabled expanded market reach, enhanced customer experiences, and measurable business growth.
The success of this collaboration validates the potential for conversational commerce technology to transform relationship-driven businesses across industries. By focusing on customer needs and leveraging technology to enhance rather than replace human expertise, luxury retailers can create sustainable competitive advantages in an increasingly digital marketplace.
As the luxury retail landscape continues evolving, partnerships like this one between Ylang 23 and Immerss will likely become the standard rather than the exception. The businesses that embrace these opportunities early will be best positioned to thrive in the future of luxury commerce.
The results speak for themselves: enhanced customer satisfaction, expanded market reach, and significant sales growth. For luxury retailers considering digital transformation, Ylang 23’s success provides a compelling roadmap for combining traditional values with innovative technology.
Ready to transform your luxury retail experience with digital clienteling? Discover how leading retailers like Ylang 23 are achieving remarkable results through live shopping technology. Schedule a consultation to explore how conversational commerce can elevate your customer relationships and drive business growth.
