At last week’s Retail Week Rising Stars Awards the number of glamorous, successful and technology-savvy ladies in the room showed just how well retail is adapting to ecommerce.

At last week’s Retail Week Rising Stars Awards the number of glamorous, successful and technology-savvy ladies in the room showed just how well retail is adapting to ecommerce.

In the past, the overall winner from these awards has come from more traditional retailing areas, such as supply chain. But this year, for the first time, the overall honour went to a rising star from an online business – Jenna Anians from Mydeco. And what a great advert she is for the future of ecommerce too.

The fact that she was chosen by Retail Week’s judging panel which included retailers from all backgrounds also demonstrates how the value of such staff is growing.

The stereotype still exists that technology-aware and innovative staff are geeks, with little business nous and even less dress sense.

Jenna Anians certainly proved this wrong. The retailers who had interviewed her on the judging day were struck by her entrepreneurial talent, and predict that she has far to go in the industry. It goes without saying that she is immaculately groomed and well-dressed.

Similarly, Figleaves marketing manager Christina Acklam, who was highly commended in her category, also demonstrated that glamour and digital skills can go hand-in-hand.

Online-only retailers already have a track history of developing new talent with valuable technology awareness and digital skills to help their employers to continue moving their businesses forward. But more traditional retailers remoulding themselves into multichannel businesses are still struggling with skills gaps.

Companies who want to encourage their staff to develop digital skills should use these rising stars as examples of the new breed of retailer that is emerging.