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Jewelers Mutual Group welcomes Krystle Craycraft as Senior Vice President of Marketing

“We are fortunate to have someone with Krystle’s passion and experience to lead our marketing and eCommerce efforts.”




Krystle Craycraft

Krystle Craycraft

(PRESS RELEASE) NEENAH, WI — Krystle Craycraft has joined the leadership team of Jewelers Mutual Group as senior vice president of Marketing. In this role, Craycraft will lead the organization’s branding and marketing efforts, with a focus on improving its digital customer experience and furthering growth of its direct-to-consumer business. She will also work closely with senior executives to develop an end-to-end digital vision to drive significant improvements in the company’s eCommerce systems and processes.

“We are fortunate to have someone with Krystle’s passion and experience to lead our marketing and eCommerce efforts,” said Mike Alexander, executive vice president of Jewelers Mutual. “Her background in building brand strategies, driving digital transformation and developing memorable customer experiences will be instrumental in our continued quest to raise the tide of the jewelry industry.”

Craycraft comes to Jewelers Mutual with an extensive background in developing business and marketing strategies to increase awareness and demand for both startups and established companies. She was most recently head of Marketing at Brinks Home. Prior to that, she drove digital transformation and eCommerce growth efforts within several organizations, including Neiman Marcus Group and J. Crew Group. Her experience, in-depth digital knowledge and vision will drive continued growth, brand recognition and revenue for Jewelers Mutual.

“The opportunity to play a role in the next chapter of this heritage brand is truly exciting as there is unlimited potential to unlock,” said Craycraft. “I look forward to collaborating with the team to increase brand awareness as well as deepen our relationship with those who already know and love Jewelers Mutual.”

In addition to her corporate experience, Craycraft is active in the civic sector, volunteering her time as a member of the Board of Directors for Juliette Fowler Communities. She has previously served on the board of the Junior League of Dallas. Craycraft holds two degrees from Cornell University.




Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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