Customer
Review Strategy

Reviews do two different jobs for you, and those jobs need different tools.

• Job A: structured data plus rich-result stars on yoreh.co. This needs an on-site review app (Judge.me / Loox) that emits Review and AggregateRating JSON-LD so Google shows star ratings under product listings and crawlers extract structured ratings. A first-party signal: your site vouching for your products. Great for click-through and on-page schema, but AI discounts self-hosted claims as trust proof.
• Job B: citable, independent corroboration AI will quote. Not one venue, a portfolio of three. AI weights third-party consensus far more heavily than a brand's own widget, but it does not pull that consensus from a single source. Here's the three plays I'd run.

• Venue ATrustpilot for reputation-defense and "is Yoreh legit / trustworthy" queries. A dedicated trust venue off your domain that AI reaches for on brand-safety questions.
• Venue BReddit and community for discovery citations. One of the most AI-cited sources, strongest on Perplexity and for "which cover should I buy / does it look like jewelry" queries. Authentic, disclosed participation, not review-farming.
• Venue CEditorial "best of" listicles. One inclusion in a roundup AI already quotes (NBC Select, TechTimes, Glossy) does more for head-term citation than any owned page.

The on-site app (Job A) and the third-party portfolio (Job B) do not substitute for each other. Judge.me alone gives you stars in Google but almost nothing AI cites as independent proof. Trustpilot alone gives you one citable venue but no per-product schema and no discovery coverage. No single third-party venue covers every query type, which is why Reddit and editorial are co-primary with Trustpilot, not a footnote to it. The Reddit and editorial tracks are owned by the Content & Editorial Strategy (its off-site engine); this document owns Job A and the Trustpilot venue, plus the collection system that feeds both.

The strongest current evidence is the Seer Interactive "What AI Says About You" study (commissioned by Trustpilot, March 2026): 800,000+ AI responses across 1,926 brands and 15,000+ buying-journey prompts, tested on ChatGPT, Gemini, Perplexity, and Google AI Mode.

Review and trust sites are among the largest AI citation sources overall in the study, second only to brand-owned sites. Source: PR Newswire summary, corroborated by independent 2026 AEO research (Alhena on Google store ratings as AI signals).

You are not starting from the study's steady state. You are starting near zero, and I want the plan to say so plainly.

• Where you actually are. ~38 lifetime on-site reviews across the whole catalogue, and your flagship Smart Ring Jackets have close to none. A brand-new Trustpilot profile with a handful of reviews sits in the study's ~1% band, not the 53.5% band. The 53.5% figure is what an established Trustpilot presence earns. Nobody crosses it in two weeks.
• Trustpilot citation is a later win. When the Layer 4 AI Visibility scan runs its early passes, the review signals it is most likely to surface are on-site schema and Judge.me stars in Google, not a Trustpilot citation in an AI answer. Trustpilot citation is a 3-to-9-month outcome, not a launch-week deliverable. I'd rather flag that up front than have you read a normal early scan as a failure.
• The invite math, honestly. Review-request emails convert to a submitted review at roughly 2% to 8% once delivery-timing, personalization, a single CTA, in-email stars, a reminder, and a compliant incentive are in place. To net ~80 Trustpilot reviews, plan to send on the order of 1,000 to 2,000 invitations across the ramp, not 100.
• A one-time historical-customer seeding blast on day one. Your biggest early lever is your existing customer list. On launch, run one clean seeding blast to genuine past customers inviting an honest Trustpilot review (neutral copy, no incentive, after the deliverability foundation in section 05). This converts your standing goodwill into a review base far faster than dripping new orders alone.
• Jackets first. Seed reviews on the jacket products specifically. They are your flagship, they carry the revenue thesis, and they have almost no social proof today. Every early invite that can be pointed at a jacket buyer should be.

Do not frame 80 as the launch goal. Stage it.

• A) On-site: Judge.me. Already installed and running. Nothing to buy or set up. It stays on the plan you are on; the only reason to consider Awesome ($15/mo flat) is the AI review-summary widget or full customization, and neither is urgent. It already emits Review and AggregateRating JSON-LD (Job A), and your ~38 reviews are already in it, so there is no CSV import to do. The change here is targeting: point the existing automation at the jacket products first, because that is where the product pages are barest.
• B) Third-party: Trustpilot. A light add-on, not a second program. Free tier, 50 invites/mo. Integrate it into the flow you already run, as a second-step ask to customers who have already left a happy on-site review, rather than as a parallel campaign with its own sends. This is the reputation-defense venue (Job B, play a). Drive toward 80+ with responses over 6 to 9 months. The 50/mo cap will not net 80 quickly at 2 to 8% conversion, which is why the one-time seeding blast matters and the target is staged.

Total: $0/mo to start, $15/mo if Judge.me Awesome is added. No annual contract (Judge.me is month-to-month; Trustpilot's 12-month commitment applies only to paid plans).

The comparison below is kept for reference, but the platform decision is already made and you should not revisit it now. You are on Judge.me, it works, it emits the right schema, and your review history lives in it. Migrating would cost you the history and the working automation in exchange for visual polish.

For completeness: Loox Convert ($49.99/mo) is the one alternative with a real argument, best-in-class visual and video galleries plus social syndication. The schema outcome is essentially the same as Judge.me, so the premium buys presentation, not AI citability. Okendo, Stamped and Yotpo push a brand your size into $119 to $299+/mo bands quickly, and are not worth considering until much larger scale.

Google reviews feed Gemini and Google AI Overviews directly, and a Business Profile is a free surface, so an earlier draft of this document recommended claiming one against the Canggu address. That recommendation is withdrawn. The address it rested on is House of Yoreh, which is a former partner's business, not yours. Its two pages were removed from the theme when we applied your feedback.

Pricing sources: Judge.me, Loox, Trustpilot, Yotpo, Okendo, Stamped.

The seeding blast and the ongoing flow both die in spam folders if your sending domain is not set up. The unglamorous prerequisite, and it comes first.

• Dedicated sending domain or subdomain for review requests (for example reviews.yoreh.co), separate from your personal and transactional mail.
• Authenticate it: SPF, DKIM, and DMARC published and passing. Gmail and Yahoo now enforce this for bulk senders; without it your historical-list blast gets throttled or junked.
• Warm the list. Don't fire one blast at your entire dormant list from a cold domain. Ramp volume over several days, lead with your most recent and engaged customers, and watch bounce and complaint rates.

A request that fires "X days after purchase" arrives anywhere from 2 to 20 days after the customer actually received the piece. Trigger off Fulfilled Order plus a delay longer than average delivery, or on the actual Delivered event if you add a tracking app (AfterShip, Malomo, Shopify delivered webhook). Jewelry forms an opinion fast but benefits from a few real wears, so 5 to 10 days post-delivery is the sweet spot. Because you have made-to-order pieces and international transit, branch on lead time:

• In-stock / domestic path: ~10 to 14 days post-fulfillment.
• Made-to-order / international path: ~18 to 24 days post-fulfillment.

Overshooting slightly is cheaper than asking someone whose piece is still in customs. A/B test 7 / 14 / 21 days per Judge.me's guidance.

Email carries everything. SMS is out of scope. You told us Yoreh does not collect SMS consent, so there is no compliant list to send to and every SMS element has been removed from this document and from the templates. This is the right answer regardless: a first touch by text on a piece at this price point reads wrong for the brand, and US marketing SMS carries a real compliance load (express written consent, A2P 10DLC carrier registration, quiet hours) that is not worth clearing for the volume it would add.

If you ever do start collecting genuine marketing consent at checkout, revisit it then. Until that exists, treat SMS as unavailable rather than pending.

Only continue for people who have not yet reviewed; separate the photo ask from the initial ask (asking for a photo up front lowers initial response); cap at 3 to 4 touches. The separate media-reminder is the single biggest structural lever for photo volume (Judge.me media reminder).

STEP 0 (do this first): AUDIT
  |- List every Judge.me automated request currently firing (trigger + delay)
  |- List every Klaviyo post-purchase flow currently firing
  |- Decide which system OWNS the review ask. Turn the other one's ask OFF.
     (Recommended: Judge.me owns the ask, Klaviyo owns everything around it.)

MERGED FLOW (whichever system owns it)
TRIGGER: Delivered   (or Fulfilled Order + buffer if no tracking app)
  |
  |- Flow filter: has NOT already submitted a review (re-evaluate at each step)
  |
  |- TIME DELAY, then CONDITIONAL SPLIT: made-to-order tag OR international?
  |     |- YES -> longer buffer (~18 to 24 days total)
  |     |- NO  -> shorter buffer (~10 to 14 days total)
  |        (delay BEFORE the split; no delay right after a split)
  |
  |- EMAIL: Touch 1 (initial request)
  |- Time Delay +3 to 5 days -> split on "reviewed?" -> EMAIL Touch 2 (reminder)
  |- Time Delay +7 days      -> split on "reviewed?" -> EMAIL Touch 3 (last-chance)

SEPARATE FLOW A: photo prompt
  TRIGGER: Review submitted (text-only)
  |- Time Delay 1 to 3 days -> EMAIL: "add a photo" (one-tap, higher incentive for media)

SEPARATE FLOW B: Trustpilot second step
  TRIGGER: Review submitted, rating 4-5
  |- Time Delay 2 to 3 days -> EMAIL: Trustpilot invite (Template 06, no incentive)
     NOTE: this is a second-step ask to an already-happy reviewer, not a parallel
     campaign. It is NOT review gating: every customer still gets the Touch 1 ask
     above regardless of how they feel, and nobody is diverted from reviewing.

The rule that governs all of this: one review ask per customer per order. Two systems both asking is the single most likely way this goes wrong, and it is invisible until a customer complains. The Step 0 audit exists to prevent exactly that.

On engines: you already run both, so this is not a purchase decision. Judge.me's built-in request and media-reminder emails are the simplest owner for the ask itself. Klaviyo is better for the branching (delivery-aware timing, the made-to-order branch, the Trustpilot second step). Pick one owner for the ask, and do not let both fire.

Visual UGC de-risks an expensive, alternative-aesthetic buy, and jacket-on-real-Oura photos double as citable community content for the off-site engine. Vendor-reported conversion lift (treat as vendor claims, not independent fact): PowerReviews reports video reviews lifting conversion 40 to 60%, photo reviews 30 to 45%, and products with customer photos converting up to ~91% higher. The direction is well-supported; the exact percentages are the vendor's. Get them via the separate one-tap media-reminder, a larger incentive for photo/video than text (Loox claims a fixed-amount credit drives ~40% more visual reviews than a percentage discount, again a vendor figure), and by prompting the exact shot. Prioritize prompting jacket buyers, where your product pages are barest.

• Rule 01No fake or AI-generated reviews. Only genuine reviews from real customers.
• Rule 02Incentives allowed, never conditioned on sentiment. Reward an honest review of any rating. Never "leave a 5-star review for X." Wording is always "share your honest experience."
• Rule 03Disclose incentives and insider connections. Tag incentivized reviews; founders/staff/family must disclose the relationship.
• Rule 04No review gating. Routing happy customers to public reviews while diverting unhappy ones to a private inbox is prohibited by Google and Trustpilot platform policy, and is an FTC suppression and misrepresentation risk. (The FTC declined an explicit standalone gating ban in the final rule, so the mechanism is platform policy plus the rule's suppression provisions, not a single "gating clause." Same practical answer: don't do it.)

Google goes further: incentives for Google reviews are banned outright. Incentivize on-site (Judge.me/Loox) reviews only. Never attach an incentive to a Google or Trustpilot review request.

Trustpilot / migration note: you cannot port historical reviews into Trustpilot; its reviews must be genuine and invitation-driven on its own domain. Your ~38 existing reviews seed the on-site app (Judge.me) only; Trustpilot is built fresh via the day-one seeding blast plus ongoing invitations.

The italic disclosure line is required by the FTC rule. Keep it on any incentivized touch. Incentives are for on-site reviews only, never for Trustpilot or Google.

Sentiment-neutral by design (no "vouch for us," no "if it earned it"), and no incentive on the Trustpilot or any Google invite, per platform rules and the compliance section.

• [ ]List every Judge.me automated request currently firing: trigger, delay, template.
• [ ]List every Klaviyo post-purchase flow currently firing, and note any that also ask for a review.
• [ ]Decide which system owns the review ask, and switch the other one's ask off. No customer should ever get two.
• [ ]Check the current trigger fires on delivery, not on order date. This is the most common silent problem, and made-to-order pieces make it worse.

• [ ]Confirm the review-sending domain/subdomain, or stand one up if sends currently go from your main domain.
• [ ]Publish and verify SPF, DKIM, DMARC; confirm all pass.
• [ ]Warm the sending domain by ramping volume before the historical blast.

• [ ]Install Judge.me. Already done, and your ~38 reviews are already in it. No CSV import needed.
• [ ]Point the existing automation at jacket buyers first. That is where the product pages are barest.
• [ ]Verify Review + AggregateRating JSON-LD renders at product level with the Google Rich Results Test (do not add Organization-level AggregateRating).
• [ ]Add the EU Omnibus review-verification statement near the widget.
• [ ]Enable photo/video reviews and the media-reminder email.
• [ ]Set an incentive for on-site reviews (fixed-amount credit, larger for photo/video), tagged/disclosed.

• [ ]Create the free Trustpilot profile, verify the domain.
• [ ]Wire it as a second-step ask off the existing flow (Separate Flow B in section 05), not as a parallel campaign with its own sends.
• [ ]Run the one-time historical-customer seeding blast (neutral, no incentive) after deliverability is confirmed.
• [ ]Work the staged target: 25 → 50 → 80 with owner responses over 6 to 9 months.

• [ ]Do not claim a Google Business Profile against the Canggu address. It is a former partner's business and it reinforces the cafe and co-founder errors the baseline scan found.
• [ ]Plan Google seller-rating syndication via Merchant Center once order volume supports it.
• [ ]Never incentivize a Google review. Google bans it outright.

• [ ]Build the merged flow in section 05 (delivery trigger, made-to-order and international branch, 3 email touches, separate photo reminder, Trustpilot second step).
• [ ]Load Templates 1 to 4 and 6. Template 5 was the SMS variant and is removed.
• [ ]Confirm the retired system's review ask is actually off, by sending a test order all the way through.
• [ ]A/B test the delay (7 / 14 / 21 days).

• [ ]Respond to every review within 24 to 48 hours, especially negatives (public, non-defensive, resolution-oriented). A well-handled negative builds more trust than a wall of five stars.
• [ ]Maintain fresh velocity: a rolling monthly target of new reviews, jacket-weighted.
• [ ]Once review volume supports it, enable Google seller-rating syndication via Merchant Center.

• Job A: star rich results appearing on yoreh.co jacket product listings in Google (verify via Rich Results Test, then live SERP). The earliest visible win and the one an early scan is most likely to reflect.
• Job B (staged, not a launch metric): 25 → 50 → 80+ Trustpilot reviews with responses over 6 to 9 months; then track whether AI answers to "is Yoreh legit / good quality" begin citing Trustpilot. Treat Trustpilot citation as a later-scan outcome, not a 14-day one.
• Portfolio coverage: Reddit and editorial (owned by the Content & Editorial Strategy) carry the discovery and head-term citations Trustpilot does not; measure those in that document's scan mapping, not here.
• Velocity: a maintained rolling count of new reviews per 30 days, jacket-weighted, a share of them photo/video.
• Engagement: review-request response rate (email submission commonly ~2 to 8% with delivery-timing, personalization, one CTA, in-email stars, a reminder, and a compliant incentive; below that without them). Use it to back-solve invite volume against the staged targets.

Seer/Trustpilot "What AI Says About You" (March 2026, Trustpilot-commissioned, magnitudes directional): PR Newswire; independent corroboration Alhena. Platform pricing: Judge.me, Loox, Trustpilot. Collection practice: Judge.me review requests, Judge.me media reminder, Omnisend product-review email. Conversion figures (vendor claims): Loox academy, PowerReviews UGC conversion. Compliance: FTC Reviews Rule Q&A, Google UGC policy, EU Omnibus Directive (review-verification disclosure), Gmail/Yahoo bulk-sender requirements (SPF/DKIM/DMARC). Cross-reference: Yoreh Content & Editorial Strategy (Reddit + editorial off-site engine).