Three jewelers. Three markets. One question: what is a customer actually worth?

A family jeweler and the place Red Beryl was built. As Chief Marketing Officer since February 2025, I connected the store’s phone system, CRM, point of sale and ad accounts into one view, then used it to decide where every marketing dollar goes: search, radio, streaming audio and the launch of the Sylvie collection on a new Shopify store.

What it proved: an owner-operated jeweler can see which marketing produced which sale, in its own numbers, without an agency standing in the middle.

An 11-store Florida jewelry retailer. Red Beryl serves as IDC’s fractional CMO: marketing leadership, vendor oversight, and the analysis that turns eleven stores of sales history into decisions.

One finding: across 11,760 ring-and-band buyers, 4 in 10 bought the band the same day, two-thirds within six months, and four in five within a year. Two stores captured the band almost only at the ring counter, which tells you exactly where the follow-up is being lost.

One of the best-known independent jewelers in the Washington area, with a reputation built over decades and three stores across the region. Red Beryl is building the intelligence layer for Mervis: documenting how the business runs, connecting its store and marketing data, and preserving what made the name trusted while modernizing what sits behind it.

Why it fits: I spent five years selling media in Washington, where Mervis was the jewelry name every listener already knew. The job now is to keep that trust and give it better instruments.