Press Releases

Borsheims Creates New Position, Promotes Executive

Adrienne Fay will serve as vice president.

Published

5 years ago

September 11, 2019

INSTORE Staff

Borsheims Creates New Position, Promotes Executive

Adrienne Fay

(PRESS RELEASE) OMAHA, NE — Borsheims has promoted Adrienne Fay to vice president overseeing the customer purchase journey. In this newly created role, Fay will ensure that customers shopping online, by phone, or in person will have the same excellent experience that is a hallmark of Borsheims since its founding in 1870.

In her new position, Fay will bring together every part of the store that interacts with customers and unite them in an omnichannel approach. It is a strategy Borsheims has been focusing on as it moves toward its 150th anniversary, making several changes including:

Implementing and converting to a new Enterprise Resource Planning (ERP) solution,
Developing ‘virtual showroom’ technology to allow the sales team to create personalized selections for retail and business customers,
Implementing new eCommerce and Gift Registry platforms that allow for ease of navigation and ordering for customers,
Promoting new customer outreach tools, both in traditional and new media methods,
Creating a new role, eCommerce Fulfillment Specialist, dedicated to ensuring online orders and customer interactions receive the same instore exemplary customer service, and
Unveiling a new corporate gifts online ordering functionality, working with companies, educational institutions, and nonprofits throughout the United States to help reward their employees.

Fay is a 15-year veteran of Borsheims, most recently serving as the director of marketing and business sales. In that role, she led the marketing team, grew and managed Borsheims’ business sales division, and guided the store’s philanthropic efforts. She also oversaw the store’s participation in the annual Berkshire Hathaway shareholders weekend, including the shareholder-only parties at Borsheims and the mini-Borsheims at the exhibitor’s hall.

Borsheims President and CEO Karen Goracke said: “Customers value Borsheims integrity and quality, and we in turn value making shopping a seamless experience for them – no matter how they come to us. Whether it’s an online sale, a live chat that leads to an instore consultation, or research conducted on borsheims.com for a special purchase—we are designing all our business functions with the customer in mind. Adrienne has the ideal skills to lead us in that direction.”

Berkshire Hathaway Chairman Warren Buffett said, “Borsheims has been in business for nearly 150 years due to its leaders’ ability to adapt to the environment around them. The evolving business focus and Adrienne’s promotion to this new role are evidence of that.”

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”