Retail Branding

BrandingPurpose: Define mission, vision, and three words that define the brand.

Background: One of the challenges of helping build a brand up – defining what you stand for beyond the tactical execution of “we sell jewelry.” I was able to bring in AR New York, an agency that helped us define our mission, vision and the three words that define our brand.

Results: The company got on the same page and this vision remained, despite another rebranding effort. It helped focus the shape of the marketing materials. The three words we landed on: fun, friendly and fabulous.


In addition to creating definition around the core brand, I helped launch three brand spinoffs. This included creating brand names, logos, conducting focus groups, and working with legal to obtain naming rights.

RSVP is the special occasion collection within Charming Charlie.  A “spin-off” of the brand that focuses on weddings, prom, etc.


Screen Shot 2015-07-28 at 6.46.23 PMTo complete for the tween market, Charming Charlie launched CHARLIE  girl.












Curtain Call was the “outlet” experiment for Charming Charlie.







1266274_10151870950154764_1679088779_oAnother part of my job is every girl’s dream. I named our nail polishes. I also worked with legal to ensure we could use the selected names.

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