Delegate to Elevate

Ashley Davis Sigman shares her journey to becoming Vice President of Davis Jewelers


By Elizabeth Scinta
Photos by Andrea Hutchinson


Growing up, Ashley Davis Sigman’s father never shoved her toward the family business, Davis Jewelers. So, when it came time for her to pick a major at Indiana University, she chose Communications with a minor in Studio Art, thinking she’d venture into the hospitality industry post-graduation. However, after throwing her graduation cap in the air, Davis Sigman forewent her plans of joining the hospitality industry as she naturally gravitated towards joining Davis Jewelers’ team; she began her career there immediately. “Although I didn’t go into the hospitality industry, the love and excitement of helping and serving others and being a part of their special moments naturally transitioned into the jewelry industry,” Davis Sigman explained.

She did not initially land as Vice President of Davis Jewelers but had a series of various positions that helped her better understand the operation from the ground up. Her favorite job during that time was inventory. “I enjoyed the role in the inventory process because it gives you a foundation of understanding of our product and where it’s coming from, which gave me a better understanding when I transitioned to the buying side of things. So, from start to finish, I understood how it got from shipping to showcase, the importance and strictness to detail and quality control. I also started the vendor partner and vendor relationships that we forged then and still have now,” said Davis Sigman. Her position now encompasses many of the roles she entered into previously, allowing her to utilize the skills she learned daily. “I wear many hats, but yes, my formal title is Vice President,” Davis Sigman laughed.

Whether Davis Sigman is working with and overseeing the different departments weekly or working on the floor with her clients, her day-to-day is never the same. She’s particularly partial to buying and selling. After all, she knows her clientele and the market’s needs, making selling more enjoyable because she loves being a part of her client’s lives and witnessing the big moments with them. “My clients become my friends, so building those relationships in the store goes far beyond just inside the showroom. I also love the buying side of things. It’s fun being able to hand-select the jewelry, but it’s also a lot more strategic than most would ever think,” Davis Sigman explained.

While she’s partial to buying and selling, she loves expressing her creativity in the custom jewelry department. With her co-partner, Davis Sigman works with clients to craft their dream piece and turn it into a reality. “The core of the custom work we do in the store is repurposing. I love that clients will bring me a handful of jewelry, lay them on the table, and say, ‘I have no idea what I want to do with these pieces, and I have a hard time envisioning what I can create with what I have,’” explained Davis Sigman. “So I ask a series of discovery questions: What is the client’s style? What are they comfortable with? What is their design aesthetic? Is it contemporary, classic or modern? What color of metal do they prefer? And, finally, is anything new being added to the design?” With the help of a robust computer-aided design program, they can show their clients exactly what the piece will look like before beginning the casting and setting of the client’s stones.

With 2023 on the horizon (crazy how we’re over halfway through 2022), Davis Sigman has two primary initiatives she wants to focus on. First, she wants to focus on her team’s continued training and education of selling skills, product knowledge and clienteling while driving home Davis Jewelers’ vision and mission to maintain the strong culture they have built.

Her second goal is “delegate to elevate.” “I have a hard time delegating, as I am sure many business owners and entrepreneurs do. The phrase “Delegate to Elevate” means that with delegation, the result will be an elevation of what I can provide to my team and clients through a heightened level of experience and knowledge. It’s a transfer of knowledge to my team members, thus empowering them to serve our clients in the manner that I would,” said Davis Sigman. Her selflessness, determination and confidence are the driving forces that help her run a successful family-owned business.

Davis Jewelers
9901 Forest Green Blvd.
Louisville, KY 40223