An Interview with Amandine Thevenot

Your experience in luxury retail is vast; can you tell us a little about your past role(s) and what you are doing at Partridge Jewellers?

Born and raised in France, I recently relocated to Auckland with my family after living in Sydney for the past 18 years, where I held various roles at Cartier Australia. When I started, the luxury market in Australia was still developing, and I witnessed the Maison grow into a leading network, setting the standard for other luxury brands in the country.

This rapid growth allowed me to oversee various aspects of the business, from retail operations to customer relationships and services, store design, and visual merchandising. In my most recent role as Retail Area Manager for Cartier Australia, I managed all aspects of the retail division. My objective was to drive boutique performance and excellence across Australia, and I was responsible for implementing key projects to support our retail network strategy.

Having observed the impressive development of Partridge from afar while working at Cartier and having witnessed firsthand the reputation of Grant and his team, I am thrilled to have joined this leading luxury business in New Zealand. In my new role as Client Experience Manager, I focus on the core priorities that are central to every luxury Maison's strategy today, and I feel very privileged to do so.

How did you first get started in the industry? Why do you think you gravitated towards this type of work?

During my business school studies, I had the opportunity to complete an internship at Cartier’s Paris offices. I was immediately drawn to the shared passion and the constant challenge of continuously improving every aspect of execution within the luxury industry.

Although I have primarily worked on the head-office side, it was the dynamic pulse of retail and the focus on staff and client experience that truly energised me. This passion naturally led me to pursue roles in retail leadership and client experience

Can you explain what clienteling is and the importance of it in the luxury retail space?

Clienteling is a vast topic to summarise in a few words, but it essentially stems from the need for retailers, particularly luxury brands, to exceed client expectations beyond the products themselves. This encompasses the entire experience, including the relationship customers have with the brand, stores, and brand ambassadors, as well as the feelings associated with wearing and using the products, the status, and the exclusivity. To master clienteling, an organisation must excel in data management, personalisation, and relationship-building, which are all interrelated cornerstones of clienteling. This approach is crucial for creating high-end customer experiences and fostering strong, loyal relationships with customers, allowing them to truly experience luxury.

What strategies do you use to personalise the client experience and make the customer feel special?

The key lies in personalisation, which requires investing the time to truly know our clients and understand their individual needs. By doing so, we can surprise and delight them with exceptional service both in-store and after they have left. This involves getting to know clients on a deeper level and understanding their preferences and needs. It also includes offering tailored recommendations and exclusive experiences, while providing exceptional service at every touchpoint to create memorable and personalised interactions. Lastly, in a world where most of our competitors are doing all this too, I must say I like to strike originality in execution, doing things others don’t do, going above and beyond.

What is one of your favourite parts about what you do?

I love supporting team members in stores, and I love hearing their client success stories. I am happiest when I see them develop into confident sales professionals moving boundaries of client expectations.

If you could purchase one thing today, what is currently on your wishlist?

There is a truly stunning necklace currently in our collection, it’s called the Circle of Summer and is formed of 41 beautifully assembled pear-shaped natural fancy yellow diamonds weighing over 30 carats. The design is contemporary yet timeless making it a piece I would love to have in my collection and pass down to one of my daughters one day. Although it is above my financial means, I hope it finds its perfect home soon. I also have always been very fond of the Jaeger-LeCoultre Reverso watches.

What is one of your favourite things to do outside of work? 

Outside of work I get my energy from time spent outdoors with my family and friends, including my two daughters aged 9 and 12. I love skiing in the winter, although I have not yet skied in the Southern Hemisphere since I go back to the French Alps every European winter. In Auckland I can often be found at or by the beach, enjoying activities like walking, swimming, stand-up paddling, or kayaking.

How have clients expectations changed over the years and what trends do you see emerging in clienteling?

The expectations of yesterday remain relevant today, but our clients now have evolving dreams and higher expectations, leading to new trends.

One major trend is personalisation. Clients seek dedicated and tailored experiences not only in their usual boutiques but also as they travel domestically and overseas. In the realm of products, bespoke creations have become highly desirable. Clients want unique, custom-designed pieces with reasonable lead times, and Partridge Jewellers excels in delivering this, offering bespoke jewellery creations locally designed and manufactured.

Another key trend is the desire to be more than just a customer. Clients want to feel part of an exclusive community of like-minded individuals. We can nurture this through our events and brand activations, creating a sense of belonging and exclusivity.

Lastly, we must monitor the trend of generative AI (GenAI) and its potential to transform retail and meet client expectations in new and innovative ways.

Amandine is based at Partridge Jewellers head office in Auckland.