Beyond Policy: Even in an Ambulance, I Replied toMy Customer

This morning, as I was responding to a few customers before opening the store, I had a flashback.

Customer service has always been at the heart of Brax Jewelers. From the beginning, I promised myself I would go above and beyond to take care of my clients. If they needed me, I would show up, no matter what.

Today, my team and I have a streamlined system where every employee has their own profile, but all client messages come through one number. It’s efficient, it’s professional, and it keeps things running smoothly. But if a message slips through after hours, I still step in. I don’t like leaving customers waiting

when they reach out.

Ten years ago, it was very different. Back then, I gave every single customer my personal cell phone number, and I was the only one responding. Looking back, it seems crazy. But to me, it was just part of my responsibility.

And when I think about it, two moments stand out as proof of just how far I’ve gone for my clients.

No. 2: In Labor

I was in the hospital, my water had broken, and I had just gotten the epidural. My first daughter was on her way into the world, and a customer was texting me about picking up his engagement ring.

I reassured him: everything was ready, the certificates were in order, and my staff could hand him the ring. But he insisted:

"Can you please be there? I just want to get it from you."

Finally, I told him the truth:

“I would love to, but unfortunately I’m in labor. I’m about to give birth in a few hours.”

He was shocked, embarrassed, apologizing nonstop. I laughed and told him, “It’s fine. I have my epidural, I can still text.”

Even then, in one of the most important moments of my life, I couldn’t leave a customer hanging.

No. 1: In the Ambulance

Another moment I’ll never forget was the first time I ever rode in an ambulance.

I was sitting inside, terrified, holding my newborn in an emergency situation. My husband was following in the car behind us. The paramedics were talking quietly, deciding what steps might need to be taken, and I was barely holding back my tears.

And then my phone buzzed.

It was one of my dear clients, someone I trusted and cared for, asking a quick question about a ring and whether she could stop by the store tomorrow.

I answered her calmly, as if nothing unusual was happening around me. Then I explained gently that I wouldn’t be at the store the next day because my baby was in the hospital.

She was a doctor, and her immediate reassurance gave me strength in that moment. She told me not to worry, that everything would be fine. She even checked in on me while I was at the hospital. Today, she’s still not just a loyal client, she’s become a loving friend.

The Lesson

I’ve had many wild moments like these, but these two stand out because they remind me just how deeply I’ve always taken my responsibility to my clients.

Sometimes I laugh at myself, even if I were on my deathbed, if a customer texted me about a diamond, I’d probably answer right before I closed my eyes. That’s how serious I take service.

At Brax, customer service isn’t just a policy. It isn’t a rule or a guideline.

It’s who we are.

And for me, it’s also part of what it means to be a Brax Girl, to lead with heart, to serve with integrity, and to always show up for the people who trust us.