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Jewelers Mutual SVP of Marketing & Digital Named to Constellation Research’s 2024 AX100

Global list of executives recognizes those leading disruptive customer experience initiatives.




(PRESS RELEASE) NEENAH, WI – Jewelers Mutual Group, the insurer dedicated to protecting jewelry and jewelry businesses for 110 years, recently announced its Senior Vice President of Marketing and Digital, Krystle Craycraft, has been named to Constellation Research’s 2024 AX100, an elite list of innovative and disruptive leaders transforming customer and employee experiences—and businesses—around the world. The AX100 will be inducted and celebrated at the Ambient Experience Summit in Austin, Texas on February 27, 2024.

Craycraft joined the leadership team of Jewelers Mutual in 2021 and has been passionately transitioning the company to a progressive frontrunner in the jewelry and insurance industries since her arrival. In her role, Craycraft leads the organization’s marketing, creative, customer experience and digital teams, as well as the personal insurance and protection plan businesses. With a strong focus on accelerating growth, she continues to advance an end-to-end digital vision that drives transformation in the company’s processes and experiences.

“I’m honored to be part of this global list of changemakers who share the goal of improving customer experiences at every turn,” said Craycraft. “I enjoy the challenge of staying at the forefront of technological advancements that will ultimately improve Jewelers Mutual’s ability to provide efficient, customer-centric solutions. It’s incredibly rewarding to shape the future of the industry through technology and continue to elevate the love of jewelry in new, innovative ways for consumers and jewelers.”

The AX100 list presents a selection of influential executives across a variety of industries, including entertainment, financial services, healthcare, public sector, retail and sports, to name a few. The 2024 AX100 class is made up of executive leaders who have demonstrated how to effectively implement customer-centric strategies, disruptive business models and emerging technologies to help revolutionize customer experiences, keep brand promises, activate movements, grow revenues and increase operational efficiency.

“Experience, for employees or for customers, is a robust, ongoing strategy, not a single campaign, technology or gimmick, especially in this age of AI and augmented engagement,” said Liz Miller, Vice President & Principal Analyst at Constellation Research. “These newest inductees to the AX100 represent a community of strategists, innovators and disruptors looking to forge more durable, collaborative and valued relationships between brands and buyers and enterprises and employees.”

“In a world driven by AI, brands and enterprises must rediscover how human experiences symbiotically work with systems powered by AI,” said R “Ray” Wang, founder and chief executive officer at Constellation Research. “These ambient experience leaders demonstrate why it’s important to design for left brain and right brain outcomes.”


The full AX100 list and more on the program can be found here.



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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