Press Releases

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.”

Published

3 years ago

August 25, 2021

Press Releases

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.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”