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Press Release

Luxury Retailer TrueFacet Honored With Signifyd Flow Award for Outstanding Customer Experience

NEW YORK–(BUSINESS WIRE)–Fraud-protection leader Signifyd recognized leading digital marketplace TrueFacet with its Flow Award for the ecommerce retailer’s unwavering commitment to building a best-in-class customer experience for buying designer jewelry and luxury watches online.

Congratulations TrueFacet on winning the Flow Award for CX. “TrueFacet has consistently differentiated itself by providing a customer experience without rival.” @truefacet #Flow

Since its founding in 2014, TrueFacet has demonstrated how an entrepreneurial spirit guided by innovative thinking and a radically transparent approach to selling luxury online can disrupt retail’s status quo.

“Ecommerce, for all of its convenience, often lacks emotional resonance and the joy of discovery in the buying experience. That’s a hard moment to create but essential for success online, particularly for luxury products. That is the experience TrueFacet has captured,” said Indy Guha, vice president of enterprise marketing for Signifyd, the world’s largest provider of guaranteed fraud protection. “And in the mold of a digitally native retailer, they’ve done it by never forgetting that a purchase is more than a transaction and that retail relationships don’t end with the sale.”

Tirath Kamdar, co-founder of TrueFacet, said that customer experience has always been of the utmost importance to the company. The merchant’s website was created as a destination, a place of discovery and a repository of educational content for shoppers in search of the perfect watch or piece of jewelry.

Guha presented the award Thursday at Signifyd Flow New York, a night of conversation and learning among dozens of representatives of some of retail’s most creative enterprises.

The retail leaders compared notes, swapped tips and shared challenges as they contemplated the first days of the 2018 holiday shopping season. They heard from Dean Bowerman, vice president of digital marketing & ecommerce at Rite Aid, who laid out his “9 Pillars of Ecommerce” and shared the wisdom he’s gathered in an illustrious ecommerce career.

But in many ways, rising-star TrueFacet stole the show.

Kamdar and Chris Chan founded the company in 2014 to solve the pricing and authenticity issues faced by those looking to buy and sell luxury accessories online, guaranteeing truth and transparency in every facet of the business. Rigorous product authentication, transparent pricing, engaging lifestyle content, high-touch concierge service and data-driven insights have helped TrueFacet turn online shopping into a personal and emotional experience that keeps customers returning again and again.

TrueFacet has consistently differentiated itself by providing a customer experience without rival: its commerce is driven by connection built on relationships. Whether customers wish to trade-in and trade-up, buy, or sell luxury watches and designer jewelry, TrueFacet’s high-touch concierge team is there to support them throughout their journey. Meanwhile, the site’s lifestyle-oriented content constantly educates and inspires. The digital marketplace also made the visionary move to appoint a respected industry author to take charge of its blog, The Loupe, giving customers even more of the trusted expertise needed to make the most educated buying decision.

The retailer’s customer-centric, data-driven approach has attracted venture capital investment and gained the trust of a growing number of luxury brands. These leading designers and brands have partnered with to sell their products through an immersive Brand Boutique and Brand Certified Pre-Owned marketplace on

In short, TrueFacet is a living and growing example of the importance of a sterling customer experience in achieving retail success.



Mike Cassidy, Signifyd
+1 650-283-7084

Rachel Taliaferro
Ana Martins Communications


About TrueFacet

TrueFacet is the leading luxury online marketplace for acquiring and consigning fine jewelry and timepieces. TrueFacet’s trusted concierge service, rigorous authentication and editorial theme engages and appeals to a new generation of affluent and tech-savvy shoppers – making it the fastest growing online jewelry and watch marketplace in the United States. Based in New York City, TrueFacet is led by a cross-section of experts in the fields of technology, timepieces and fine jewelry, and backed by leading venture capital firms in Silicon Valley and beyond, including Maveron and Freestyle. True Facet’s authenticity, transparency, and its partnerships with the world’s best jewelry and watch brands, such as Fendi and Fabergé, have positioned the online marketplace to revolutionize the modern luxury retail experience.

About Signifyd

Signifyd provides an end-to-end Commerce Protection Platform that leverages its Commerce Network to maximize conversion, automate customer experience and eliminate fraud and customer abuse for retailers. Signifyd counts among its customers a number of companies on the Fortune 1000 and Internet Retailer Top 500 lists. Signifyd is headquartered in San Jose, CA., with locations in Denver, New York, Mexico City, Belfast and London.
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