MyGemma x Ann Wehren

Personal Shopper + Stylist Program
Build, Launch, Activate

A proposal to formalize and scale MyGemma's personal shopper and stylist channel.

01
Assessment
Proven demand from personal shoppers and stylists, but no infrastructure to scale it.
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02
Approach
Build the program, make the introductions, hand it off.
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03
Scope of Work
Segmentation, outreach, playbook, attribution, and handoff.
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04
Timeline
Two months: audit and build in July, activate and systematize in August.
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05
Results
First PS program deployment and In-Seam marketplace benchmarks.
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06
Investment
$15,000 total. July start, August 31 handoff.
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07
About Ann
Founder of In-Seam, 250+ luxury brand partners.
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08
Next Steps
How to get started.
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Looking forward to building this with you in Q3!
ann@in-seam.com
Assessment

MyGemma has $7M of handbag and jewelry inventory today, growing to $9-10M over the next 12-18 months. Early signals from personal shoppers and stylists indicate real opportunity: Lisa generates $80-85K/month at a $6K AOV from personal shopping alone, and a handful of stylists and marketplace VIC teams source from MyGemma on an ad hoc basis.

But there is no formal program. Roughly a dozen stylists engage inconsistently with no tracking, no onboarding, no attribution, and no retention strategy. Stylist sales are lumped into overall MyGemma numbers.

The result: a channel with proven demand and no infrastructure to scale it. The baseline needs to be established.

Opportunity: PS channel has the potential to grow to 10-20% of your total revenue and when combined with a creator strategy to drive Live Selling, the combined Affiliate Channel should grow to 40-50% of revenues. If implemented according to our recommendations, these targets should align to lower end of band in YR1 and higher end of band in YR2.
Approach

I build the infrastructure to formalize and grow MyGemma's personal shopper and stylist channel, then hand it off. This is a finite engagement, not a retainer.

Custom segmentation from proprietary In-Seam marketplace data (stylists who've transacted luxury handbags, jewelry, Hermes, and adjacent categories)
Workflow design for each stylist to be nurtured and maximized
Frontend and Backend tooling recommendations
Program structure design: policies, staffing, safeguards
Communication templates: inbound and outbound, vetting process, onboarding, incentive design, retention
Commission and incentive structure redesign (financial + non-financial)
Attribution tagging and reporting so the channel is tracked independently going forward
Sales Dashboard to track performance + commission payables

The result: A playbook Leah and team can own from day one, with a pipeline of vetted, high-quality stylist relationships already in motion.

Scope of Work + Deliverables

Stylist Segmentation

  • Custom segment of 50 high-potential personal shoppers from proprietary In-Seam marketplace data: stylists who have transacted luxury handbags, jewelry, Hermes, and the highest AUR cohort.
  • Matched to MyGemma's brand universe, customer profile, and price point.

Targeted Outreach

  • Personal, individualized email intros from Ann connecting high-potential stylists directly to the MyGemma team.
  • Batched in tranches at your discretion and capacity.
  • Prioritized by transaction history, client profile alignment, and category expertise.

Program Playbook

  • Step-by-step workflow playbooks for each stylist type: inbound, outbound, referral.
  • Tool stack recommendations, frontend + backend for your team and Stylist UX.
  • Commission and incentive structure redesign for stylists (financial + non-financial).
  • Proven relationship management tactics from outreach → onboard → activate → retain → grow lifetime value.
  • Program growth tactics to continue scaling the flywheel after project conclusion.
  • Dedicated point-of-contact framework and internal handoff documentation.
  • Stylist attribution tagging and reporting framework so this channel is tracked independently going forward.

Playbook Iteration + Hand-Off

  • Program implementation calls and iteration sessions.
  • Playbook documentation designed for training your internal resource to take over day-to-day stylist relationship management.
Approach

Month 1: Audit + Build (July)

Ann meet with team ~ 2 hrs
  • Wk 1-2: Brand immersion: inventory, sourcing, pricing, guardrails.
  • Wk 1-2: Audit current state: workflows, existing stylist relationships, marketing, commission structure, reporting, tech stack, event offerings, successes, pitfalls.
Ann autonomous
  • Wk 3-4: Full stylist landscape mapping from In-Seam data.
  • Wk 3-4: Draft all stylist communications for review.
  • Wk 3-4: Program architecture: tiered commission/incentive structure, onboarding workflow, qualification criteria.
  • Wk 3-4: Begin outreach: first tranche of stylist intros.

Month 2: Activate + Systematize (August)

Async and/or live meetings (weekly)
  • Full stylist outreach sent across remaining tranches.
  • Onboarding + engagement flow launched.
  • Commission structure launched.
  • Stylist Program Playbook built to specifications, iterate + finalize.
  • Communication Templates complete.
  • Analyze early data: what messaging is landing, who is converting, where to iterate.
  • Attribution tagging live and reporting framework in place.
  • Hand off fully documented.
Results
First PS Program deployment with a luxury ready-to-wear brand
  • 43% of introduced personal shoppers engaged immediately: requested product information, attended event, and signed up for Stylist Program (end of April)
  • 23% conversion to order in May
  • Program playbook handed off and running independently (mid June)
$2,880
In-Seam personal shopper AOV (net)
$1,150
AUR
110
PS transacted in 2024
Investment
$15,000
Ann Wehren leading strategy, stylist segmentation, outreach, program build, and handoff.
Due prior to start (July 1) $5,000
Billed August 1 $5,000
Billed September 1 $5,000
Handoff by August 31, 2026.
About
Ann Wehren
Founder of In-Seam, a B2B2C personal shopping marketplace. Scaled to 250+ luxury brands and created the only vetted network of independent personal shoppers and stylists serving HNW clients. Deep expertise in luxury commerce, sales, clienteling, and omnichannel retail strategy.