oour ur people people
MAKING THE
Diamond Sparkle: Diamond Cellar Holdings’ marketing team. BY KATE LIEBERS
A
t the Diamond Cellar Holdings, the concept of quality goes beyond finding luminous gems or crafting the optimal setting — it extends to community engagement. Fueling the Diamond Cellar’s inherently local focus is our local creative team.
(acquired in 2006); Donoho’s Jewellers in The Woodlands, Texas (acquired in 2007); and Store5a, which launched in 2014. This means designing print ads, writing copy, creating the concepts for TV ads, writing radio spots, designing signs and helping design the retail environment.
Just as the company was established by a family, the marketing team operates like one.
Meanwhile, Walker oversees the media buying, coordinates the company’s charitable involvements, works with the brands on co-op inititatives, and helps orchestrate special events. While advertising can connect people to a product, Walker is dedicated to adding that personal touch.
Leading the team are brand executive vice president Nick Licata, creative director David Pollner and marketing director Jen Walker, who have worked at the Diamond Cellar for a combined 41 years. Their team members include digital media manager Erica DiPaolo, and photographer Jordan Pledger — as well as creative assistant Jina Rebellino and graphic designer Scott Litch, who joined the Diamond Cellar family this past year. Diamond Cellar Holdings’ in-house team is a testament to the business’ growth and commitment to personalizing the product for the community’s needs. While the shop initially used an outside agency to develop its brand, Pollner helped the Diamond Cellar bridge the gap into in-house marketing. He had been working at the agency the jeweler was employing when Diamond Cellar CEO Andy Johnson asked Pollner to join the staff full-time. Pollner now manages the overall voice of all the stores within the Diamond Cellar Holdings: Bruce G. Weber Precious Jewels in Tulsa, Oklahoma
10
“The marketing landscape changes so much every year; everyone’s attention is pulled in so many different directions,” Walker says. “It’s no longer all about just placing a radio or TV spot or running a magazine ad. We really want and need to connect with people more personally.” Licata was one of the next leading forces to join the Diamond Cellar’s marketing team. Licata grew up in the jewelry business, working for his family’s store in the Toledo area prior to joining the Diamond Cellar family. As the executive vice president of brand, Licata’s job is to help the marketing department determine the most important stories to tell about the company’s extensive collection.