Borsheims – Mazor'sEdge

(BRK.A), (BRK.B)

Jewelry retailer Borsheims, a Berkshire Hathaway company, has announced the promotions of four key members of its executive team–Adrienne Perry, Sean Moore, Julie McAlpine, and Andy Brabec.

These newly created roles will help Borsheims deliver the Signature Service customers have come to know and expect of the luxury retailer and position the company for continued growth and success in the future.

Adrienne Perry has been promoted to Chief Revenue Officer. As CRO, Perry will steward Borsheims’ sales divisions toward continued growth while aligning departments to create a seamless omnichannel experience. Perry has been with Borsheims for 19 years, where she began as a Marketing Specialist before her promotion to Director of Marketing in 2007 and Director of Marketing and Business Sales in 2013. She was most recently promoted in 2019 to Vice President and Officer. Perry is an Omaha native who holds a Bachelor of Arts degree, with honors, from Marquette University. She is a dedicated volunteer with Omaha Performing Arts and the Child Saving Institute, where she was Volunteer of the Year in 2022.

Sean Moore, a 32-year veteran of Borsheims, has been promoted to Vice President of Luxury Sales. In this new role, Moore will continue to use his unmatched expertise in the luxury market to source unique and rare merchandise while working cross-functionally to provide exceptional customer service for Borsheims’ luxury clientele. Moore started his career at Borsheims as a Seasonal Sales Associate before serving as an assistant to Borsheims’ Executive Vice President in 1993. He was promoted to Diamond Buyer in 2001 and became the Director of Sales in 2010. Moore is an Omaha native and an avid Huskers fan who holds a Graduate Gemologist degree from the Gemological Institute of America. He is a board member of the Luxury by JCK and Centurion Jewelry Shows, as well as a longtime volunteer and board member with Junior Achievement.

Julie McAlpine has been promoted to Vice President of Merchandise. McAlpine has successfully directed Borsheims’ buying strategies and inventory for the past eight years and will continue to do so as the VP of Merchandise. McAlpine started her career with Borsheims 25 years ago as a Seasonal Sales Associate. She was promoted to Gift Buyer in 2001 and became the Director of Merchandise in 2015. An Omaha native, McAlpine holds a Bachelor of Science degree from the University of Nebraska-Lincoln, a Master of Business Administration degree from the University of Nebraska-Omaha, and she is a Gemological Institute of America Graduate Gemologist. She is a board member at Marian High School and a dedicated volunteer with St. Columbkille school and parish.

Andy Brabec has been promoted to Vice President of Marketing and E-commerce. In his new role, Brabec will be responsible for innovating and elevating the Borsheims brand to increase customer acquisition and loyalty. Brabec is a Jewelers of America 20 under 40 award winner with a proven track record of success in the digital space. He started his career at Borsheims in 2016 as the Director of E-commerce before becoming the Director of Marketing and E-commerce in 2019. Brabec is a native of Schuyler, Nebraska, and holds a Bachelor of Arts degree from Doane University, where he was also a starting member of the soccer team and a 4-year letter winner. Brabec is a passionate volunteer with the Team Jack Foundation and an active youth sports coach.

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

(BRK.A), (BRK.B)

Berkshire Hathaway’s Borsheims has promoted Adrienne Fay to Vice President overseeing the customer purchase journey. In this newly created role, Fay will ensure that customers shopping online, by phone, or in person will have the same excellent experience that is a hallmark of Borsheims since its founding in 1870.

In her new position, Fay will bring together every part of the store that interacts with customers and unite them in a true omnichannel approach. It is a strategy Borsheims has been focusing on as it moves toward its 150th anniversary, making several changes including:

• Implementing and converting to a new Enterprise Resource Planning (ERP) solution,
• Developing ‘virtual showroom’ technology to allow the sales team to create personalized selections for retail and business customers,
• Implementing new eCommerce and Gift Registry platforms that allow for ease of navigation and ordering for customers,
• Promoting new customer outreach tools, both in traditional and new media methods,
• Creating a new role, eCommerce Fulfillment Specialist, dedicated to ensuring online orders and customer interactions receive the same instore exemplary customer service, and
• Unveiling a new corporate gifts online ordering functionality, working with companies, educational institutions, and nonprofits throughout the United States to help reward their employees.

Fay is a 15-year veteran of Borsheims, most recently serving as the Director of Marketing and Business Sales. In that role, she led the marketing team, grew and managed Borsheims’ business sales division, and guided the store’s philanthropic efforts. She also oversaw the store’s participation in the annual Berkshire Hathaway shareholders weekend, including the shareholder-only parties at Borsheims and the mini-Borsheims at the exhibitor’s hall.

Borsheims President & CEO Karen Goracke believes in the importance of serving the customer however they choose to shop. “Customers value Borsheims integrity and quality, and we in turn value making shopping a seamless experience for them – no matter how they come to us,” Goracke said. “Whether it’s an online sale, a live chat that leads to an instore consultation, or research conducted on borsheims.com for a special purchase—we are designing all our business functions with the customer in mind. Adrienne has the ideal skills to lead us in that direction.”

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

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