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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.




Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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