Helzberg Diamonds, a legacy jewelry company whose CMO recently left for Party City, has announced both a new top marketer and a new agency of record, Carmichael Lynch.
Ellen Junger joins Helzberg from Payless Shoes, a business she led through bankruptcy after spending more than a decade atop Hallmark Cards’ marketing department. Her arrival and the choice of a new agency mark an new stage in the brand’s “I Am Loved” marketing strategy at a time when young consumers are less interested in premium jewelry.
“We’re thrilled to announce Ellen Junger as the chief marketing officer of Helzberg Diamonds,” chairwoman and CEO Beryl Raff. “Ellen brings a wealth of experience in retail and will help lead Helzberg Diamonds into the next generation of innovation for the brand.”
Carmichael Lynch won creative, social, design, influencer and analytics duties after a competitive review. As part of this shift, Horizon Media will also take over all media planning and buying duties for the brand, which has been a client for more than a decade.
“I have always been a fan of Helzberg Diamonds as a company with a strong legacy of success and leadership in jewelry retail, but also as a consumer,” said Junger. “I look forward to taking this great company forward by re-energizing the brand through smart marketing and new ways of reaching consumers.”
“We are proud to partner with Helzberg Diamonds and help propel their business,” added Carmichael Lynch President Julie Batliner.
In the past, Helzberg has worked with various agencies including Doner and, more recently, Barkley. NexGen Agency came on to handle customer experience work in 2016.
Kantar Media estimates that Helzberg spent just over $3 million on paid media in 2016, though other parties put that total in the low double digits. New work will launch this spring.