General Manager

General Manager

The General Manager is the primary leader of the store, accountable for overall business performance, team effectiveness, and delivering a best-in-class luxury client experience. This role owns revenue, profitability, KPI achievement, and the alignment of sales, operations, and client engagement to drive sustained market growth.

The General Manager translates company strategy into consistent daily execution by leading with presence, coaching with intent, and holding the team accountable to clear performance standards across all aspects of the business.

In partnership with the Store Manager and Operations Manager, this role ensures seamless alignment between front-of-house execution and operational excellence, while maintaining full ownership of store performance, leadership development, client experience, and community presence.

At Diamonds Direct, success is built on meaningful relationships—not transactions. The General Manager fosters a high-performing, team-oriented environment where individuals are empowered to bring their authentic selves to work, continuously grow their capabilities, and deliver elevated, story-driven client experiences that build long-term loyalty and brand differentiation.

Essential Responsibilities

Sales Leadership & Performance Ownership

• Own full-store financial performance, including revenue, Gross Profit (GP$), and KPI achievement
• Drive execution of sales strategies that support both immediate results and long-term market growth
• Translate company and district priorities into clear expectations, daily behaviors, and accountability routines
• Maintain a strong, visible presence on the sales floor to drive engagement, productivity, and conversion
• Monitor business trends, performance gaps, and operational indicators; take timely action through coaching, staffing, and prioritization
• Reinforce a relationship-driven selling approach that prioritizes trust, client loyalty, and lifetime value over transactional outcomes
• Ensure disciplined execution across key drivers of profitability, including pricing integrity, CRM utilization, client follow-up, and order management

Sales Coaching & Team Development

• Recruit, develop, and retain high-performing leaders, sales professionals, and support team members
• Coach the Store Manager and Operations Manager to lead effectively within their respective areas of ownership
• Develop the sales team to deliver a consultative, story-driven client experience, including:
• Discovery rooted in understanding the client's story and intent
• Product storytelling that connects craftsmanship, design, and emotional significance
• Value presentation that elevates meaning beyond product features
• Provide real-time coaching, roleplay, and feedback to reinforce behaviors that build trust and drive results
• Partner with leadership to create and execute individualized development plans that support performance and career growth
• Build and sustain a strong internal bench by identifying and developing future leaders

Client Experience & Relationship Building

• Own the end-to-end client experience across all touchpoints, ensuring a consistent luxury standard
• Ensure every client interaction is personalized, intentional, and emotionally engaging
• Support the team in creating memorable experiences through storytelling, presentation, and thoughtful follow-up
• Build and maintain relationships with key clients, community partners, and local market contacts
• Drive client loyalty through repeat business, referrals, and community engagement
• Ensure visual presentation and merchandising align with brand standards and local market expectations

Clienteling & CRM Discipline

• Drive consistent and effective use of CRM tools to support client retention, engagement, and sales conversion
• Ensure execution of:
• Personalized follow-up based on prior interactions
• Proactive outreach and appointment setting
• Milestone-based engagement (events, anniversaries, life moments)
• Accurate and complete client data capture
• Monitor CRM activity and quality of engagement to ensure consistency, accountability, and results
• Leverage reporting tools and performance insights to identify opportunities and guide action plans

Partnership with Operations & Store Readiness

• Partner with the Store Manager and Operations Manager to ensure operational execution supports sales priorities and client expectations
• Oversee overall store readiness, including staffing, scheduling, and daily execution across all functions
• Maintain awareness of inventory, special orders, repairs, and operational processes to support proactive decision-making and communication
• Ensure showroom presentation, product availability, and staffing levels align with delivering a seamless client experience
• Resolve issues impacting the client journey while maintaining full ownership of the store experience
• Reinforce a culture of ownership, urgency, and cross-functional collaboration

Team Culture & Accountability

• Create and sustain a performance-driven, team-oriented culture grounded in accountability, ownership, and premium client service
• Set and reinforce clear expectations across sales performance, CRM execution, service standards, teamwork, and leadership behaviors
• Promote company direction and initiatives with a positive, solutions-oriented mindset, ensuring alignment to business strategy
• Model accountability in executing company directives, reinforcing consistency and commitment across the store
• Inspire engagement and confidence during periods of change through clear communication and leadership presence
• Foster an environment where team members take pride in delivering meaningful experiences, building relationships, and representing the brand
• Lead community engagement efforts and store events that strengthen market presence and client connection

Our Core Expectations: Be You. Grow. Outshine.

Be You Model authenticity, integrity, and confidence, creating an environment where team members can bring their full selves to work while upholding a polished, professional brand standard.

Grow Develop the business and team at every level—strengthening capabilities in selling, storytelling, clienteling, leadership, and operational excellence through consistent coaching and feedback.

Outshine Set and uphold high standards that drive accountability, elevate the client experience, and deliver exceptional results that distinguish the brand in the market.

Qualifications

To perform this job successfully, an individual must consistently demonstrate business ownership, luxury client service judgment, people leadership, and operational discipline. The requirements listed are representative of the knowledge, skill, and ability required, and reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education/Experience

• 7+ years of progressive leadership experience in retail, luxury, or commission-based sales environments, with demonstrated accountability for full-store performance (revenue, profitability, and KPI achievement)
• Proven experience leading through leaders, including development of Store Managers, department leaders, or equivalent roles
• Strong background in luxury or consultative selling environments, with the ability to model and coach relationship-driven sales behaviors
• Track record of driving business results, including revenue growth, margin performance, and client retention
• Experience building and developing high-performing teams, including hiring, coaching, succession planning, and performance management
• Demonstrated ability to translate strategy into execution, aligning people, processes, and priorities to achieve business outcomes
• Experience owning client experience strategy, including clienteling, CRM utilization, and community engagement initiatives
• Exposure to multi-unit, district, or regional partnership preferred, with ability to align to broader company initiatives and leadership expectations

Language Ability

• Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations.
• Ability to write reports, business correspondence, and procedure manuals.
• Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the general public.

Reasoning Ability

• Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.
• Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate.