More than a supplier: ShanOre supports retailers through product education and training
IRELAND, MAY 2026
An initiative focused on giving sales teams the tools, guidance and confidence they need to succeed.
ShanOre, the Irish jewelry brand under family-owned company Flaircraft, has developed a training program designed to work closely with the salespeople who represent its collections in stores. The program creates a direct connection between ShanOre and retail teams, opening a space to share knowledge, answer questions and better understand their experiences with customers.
For years, the brand has worked closely with retailers to bring Irish culture and its stories to audiences beyond Ireland. Recognizing the important role retailers play in that journey, ShanOre has built its partnerships around close collaboration, open communication and a shared understanding of their needs, creating relationships that extend well beyond the product itself.
The program, led by Lourdes Majul, Marketing & Campaigns Lead at Flaircraft, brings ShanOre closer to retail sales teams by giving them the knowledge and resources to better understand the collections they carry, from materials and craftsmanship to the meaning behind Irish and Celtic symbols.
“When you understand what is behind a piece, you feel much more confident talking about it. With ShanOre, there is always something meaningful to share, whether it is the story of the Claddagh, a Celtic symbol or a connection to Irish culture. We want sales teams to feel comfortable telling those stories in their own way and connecting with their customers. That is a big part of what being a partner means to us.” Said Majul.
During the most recent visits to retail partners across Ireland, Majul was joined by Aimee Maher and Krystian Drabek, Flaircraft's Sales Representatives, bringing different commercial and marketing perspectives to conversations with teams at Quills of Kenmare, Triona Design, Claddagh Jewellers,
Blarney Wollen Mills and
Quills Irish Jewellery.
Looking ahead, ShanOre plans to continue expanding these sessions through in-person visits across Ireland and the United States, as well as webinars that will make it easier for retail teams to connect, learn and exchange experiences from wherever they are. By keeping these conversations active, the brand aims to continue strengthening the relationships it has built with its retail partners and evolving alongside their needs.
Retailers interested in learning more about ShanOre’s training program and partnership opportunities can contact the team at:
