Borsheims Creates Customer-Focused VP Role

RAPAPORT... Borsheims has promoted Adrienne Fay to vice president, putting her in charge of overseeing the customer-purchase journey. In the newly-created role, she will also be responsible for uniting the online and in-storeshopping experiences. The move is part of the jeweler's shift in strategy that places a greater emphasis on enhancing the customer experience regardless of what method they are using to shop, CEO Karen Goracke said last week. The initiative includes the creation of virtual showrooms and new e-commerce and gift-registry platforms."Whether it's an online sale, a livechat that leads to an in-store consultation, or research conducted on [ourwebsite] for a special purchase, we are designing all our business functionswith the customer in mind," Goracke explained. "Adrienne has the ideal skills to lead us in thatdirection." Fay has been with Borsheims, which is owned by Warren Buffett's BerkshireHathaway group, for 15 years. She previously served as director of marketing andbusiness sales, guided the store's philanthropic efforts, and oversaw thestore's participation in the annual Berkshire Hathaway shareholders'weekend. "Borsheims has been in business for nearly 150 years due toits leaders' ability to adapt to the environment around them," added Buffett."The evolving business focus and Adrienne's promotion to this new role areevidence of that." Image: Adrienne Fay. (Borsheims)