Customers trust people more than they trust marketing. And a staff pick tells the customer there’s a real person behind that glass with taste, passion, and opinions. PLANNINGChoose Your PillarsBefore launching Dianna Rae Jewelry in Lafayette, LA, co-owner Dianna Rae High built a list of brand pillars. At Either Ore Jewelers’ Virginia Beach Aurelie Gi piercing parties, something weird happened: Traditional, conservative customers wanted THREE $400 diamond snake earrings. “I wouldn’t think that would appeal to our more traditional clients,” says Jessica Masciangelo, purchasing manager and custom design specialist.