Borsheims Creates Customer-Focused VP Role

RAPAPORT… Borsheims has promoted Adrienne Fay to vice president, putting her in charge of overseeing the customer-purchase journey. In the newly-created role, she will also be responsible for uniting the online and in-store
shopping experiences.



The move is part of the jeweler’s shift in strategy that places a greater emphasis on enhancing the customer experience regardless of what method they are using to shop, CEO Karen Goracke said last week. The initiative includes the creation of virtual showrooms and new e-commerce and gift-registry platforms.

“Whether it’s an online sale, a live
chat that leads to an in-store consultation, or research conducted on [our
website] for a special purchase, we are designing all our business functions
with the customer in mind,” Goracke explained. “Adrienne has the ideal skills to lead us in that
direction.”

Fay has been with Borsheims, which is owned by Warren Buffett’s Berkshire
Hathaway group, for 15 years. She previously served as director of marketing and
business sales, guided the store’s philanthropic efforts, and oversaw the
store’s participation in the annual Berkshire Hathaway shareholders’
weekend.


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


Image: Adrienne Fay. (Borsheims)