By Lenore Fedow
Adrienne Fay, the company’s former director of marketing and business sales, has been promoted to the newly created position of vice president.
Omaha, Neb.—Borsheims Fine Jewelry has named Adrienne Fay as vice president, a newly created role designed to oversee the customer experience at the jewelry store.

Fay, the company’s former director of marketing and business sales, is tasked with uniting the online and in-store shopping experiences.

The company is taking steps to upgrade its online presence as it approaches its 150th anniversary.

“Whether it’s an online sale, a live chat that leads to an in-store consultation or research conducted on for a special purchase, we are designing all our business functions with the customer in mind,” Borsheims CEO Karen Goracke said in a press release.

A virtual showroom is in the works, allowing the sales team to create a more personalized customer experience.

The company said it will also promote new customer outreach tools in both traditional and new media methods.

“Borsheims has been in business for nearly 150 years due to its leaders’ ability to adapt to the environment around them,” said Warren Buffett, chairman of parent company Berkshire Hathaway, in a press release.

“The evolving business focus and Adrienne’s promotion to this new role are evidence of that.”

Borsheims will also create a new role, e-commerce fulfillment specialist, to provide customer service to those placing online orders.

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