Travel-inspired furniture retailer The Pier is creating the wacky new job position of store 'griot'.
Griots, or storytellers, played an important role in West Africa, where they handed down tribal lore.
'We're giving one person in each store the responsibility of nurturing and inspiring colleagues about our products,' said The Pier training and development manager Sam Rawlings.
'Each store griot will also be a guardian of The Pier culture, what we stand for and how we interact with The Pier's customers.'
Storybooks are being produced to support some of the retailer's more unusual products, such as replica Chinese terracotta warriors.
The books will be used in griot customer training sessions.