Fred Meyer Jewelers

Fred Meyer Jewelers
Brand turnaround and creative rebuild for a legacy Kroger jewelry retailer moving into DTC and omnichannel: brand strategy, ecommerce, campaigns, store activations, and a new in-house team.

Challenge
A legacy jewelry retailer inside a grocery parent company, with a brand and an ecommerce experience built for a customer who had moved on. Digital was an afterthought, the in-house team was structured for print and in-store, and the business needed to operate as a customer-centric omnichannel brand rather than a chain of counters.

Solution
Partnered directly with the CEO and CMO to reset brand strategy and lead the shift to digital-first. Rebuilt and restructured the in-house creative and marketing teams, hiring digital talent and installing workflows built for omnichannel rather than seasonal print. Rebuilt the ecommerce platform with outside vendors into a fully WCAG-compliant site, improving accessibility and the experience for every customer. Turned the social team into a performance-driven content studio. Led creative across integrated campaigns, seasonal promotions, store activations, and in-store marketing, working with merchandising, PR, and events so the brand said one thing in every channel.