Video content that introduces our Purpose and how our teams embody it.
Unscripted, unrehearsed, raw and authentic. I directed a series of videos asking Signet employees how they define “Inspiring Love.” Their stories are moving and beyond anything you could script.
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The manifesto that introduced Signet’s Purpose to 30,000 team members and the media. Written and voiced-over by me.
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Telling the world who we are. This video launches every C-suite presentation or media event. Manifesto written and voiced-over by me.
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Inspiring Love by inspiring others to be their true selves. Script written and narrated by me.
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Receiving Great Place to Work certification after the first year of our Purpose was one of the most rewarding validations I’ve ever gotten in my career. No, you can’t use the “trophy” as a door stop or a mantel piece (would you ever?), but it meant that we were actually moving a real needle with real individuals doing real jobs.
Signet ran full-page ads in the hometown papers of our two headquarters. It was the first-ever media buy for Signet's corporate brand.
Our Purpose resonates. Team Members scored us in the top percentiles when asked whether they understand our mission, how they’re treated at Signet and whether they feel pride in what they do.
Seizing on the certification, we took advantage of The Great Resignation to bolster our dynamic sales force.
Three years ago, only investors came to the Signet website. Today, not only investors, but all stakeholders visit to learn about our Citizenship and Sustainability, Career opportunities, Newsroom, and latest Investor Relations news. Traffic is up on our site 300% since 2020. What’s more, our Corporate site is now serving as a revenue generator. FY23 has seen >$100,000 in sales from customer journeys originating from SignetJewelers.com.
Interactive UX that traces a diamond’s journey from mine to market. This is the first consumer-facing story about Signet’s impact on the global diamond industry.
In the age of The Great Resignation and Quiet Quitting, also exists the opportunity to recruit the best out there while retaining our future leaders. Working with HR for seasonal hires as well as year-round engagement is both challenging and rewarding.
In my first year, Signet ran the campaign, “Be Brilliant,” challenging talent to be their best selves with intangible attributes they may not know they have.
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Video series directed by me that allows potential candidates to see themselves in others who are Inspiring Love with Signet.
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A recruitment campaign designed to be more hard hitting on social media. During the time of The Great Resignation, Signet was not only able to retain their top talent, we also brought in some of the best consultants and jewelers.
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Jewelers are the experts of the craft. From design to repair, they keep Signet jewelry sparkling. They’re also in very high demand. To assist with not only recruiting, but retaining, e created a video series titled, “A Jewelers Journey.”
Signet employees more diamond and gemologists than any retailer in the world — a big draw for recruiting.
Signet’s efforts in creating a positive impact in the world are unmatched. The company is a founding member of the Responsible Jewellery Council, the world’s authority on conflict-free sourcing and human rights security. This is a first of its kind campaign for Signet Jewelers and one of our banners (Jared). This co-branding work with the Natural Diamond Council was monumental on several fronts: 1. It’s our first consumer-facing effort about sustainability. 2. It begins to introduce Signet to the consumer audience.
Point of Sale collateral. This messaging is garnering 650,000 impressions per month at key Jared stores.
Dual-fold brochure. The copy on the back panel is one small step for Signet marketing, one giant leap for our Purpose creating the kind of world we all want to live in.
UX created to take consumer through the diamond mining process all the way to their jewelry boxes. Each chapter highlights the ways Signet is leading the industry in the responsible sourcing of diamonds, gems and precious metals.
I started my tenure at Signet exactly one month into a pandemic that would forever change the workforce landscape. Being in the retail sector made it even more challenging. I was tasked with introducing a companywide campaign that would go on to encompass every health and safety guideline of our $7 billion company. From mask protocols for team members to educational videos for our customers, Love Takes Care was the umbrella that protected us all.
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The press release about Signet banners not just re-opening, but re-imagining the way we offered our jewelry to customers. https://www.bizjournals.com/bizwomen/news/latest-news/2020/08/signet-jewelers-reopens-with-new-safety-practices.html?page=all
Signet was one of the first large retailers to announce time-off for vaccines. This was the social graphic created for that announcement.
Named one of America’s most influential female Chief Executives, Gina Drosos is as inspiring leader. She’s every bit as compassionate as she is ambitious, kind as she is focused. And she trusted me with her voice and on-camera delivery. I’ve written industry speeches for Gina as well as other C-suite executives and internal videos. I also had fun with Signet’s holiday messages.
Speech written for Kecia Kaffe, President of Banter by Piercing Pagoda. “Labels are for soup cans” is a line that I am still trying to make into a t-shirt for Banter.
Bill Brace, President of Jared and Jewelry Services, delivers a speech I crafted during our FY23 Investor Relations Day.
Valentine’s message to team members, with off-camera ad lib from Zoe.
Rewriting a Christmas classic to be more apt for Signet. This is the executive leadership trusting me with their personal brands.
PRIDE month, National Coming Out Day, Just Because Day, there are so many opportunities to showcase to stakeholders how Signet is living its Purpose of Inspiring Love. Here are just a few.
Digital ad for “Just Because Day” because, well, why not?
October 10th is National Coming Out Day. Signet, like all companies honors Pride month, but had never recognized the importance of the middle of October.
Pronouns and gender identity help further bolster our culture of inclusiveness, acceptance and respect.
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We developed 30 of these proclamation animations — one for each day in June — for team members to upload to their social pages to identify what they are choosing to put Love Above.
In the wake of the George Floyd tragedy that galvanized the world and inspired so many to stand in solidarity against racial injustice, I had the idea to use black diamonds to embody the movement we were watching unfold. Our most expressive banner, Banter by Piercing Pagoda, loved the idea, as it spoke volumes to their customer base. The less expensive, but aptly symbolic diamonds, were collected from our vaults and transformed into this Black Diamond Empowerment pendant. A percentage of every sale continues to be donated to Black in Jewelry Coalition, a 501(C) organization dedicated to the inclusion and advancement of Black professionals within the gem and jewelry industry.
