Diamonds Carmichael Lynch Business on the Move

Helzberg Diamonds adds Ellen Junger as CMO, puts a ring on Carmichael Lynch as AOR


By Bennett Bennett, Staff writer

March 5, 2018 | 3 min read

Helzberg Diamonds has announced a "focused effort on innovating its marketing strategies," adding Ellen Junger as its new chief marketer and naming Carmichael Lynch as agency of record.

Diamonds Jewelry

Helzberg Diamonds announces new CMO Ellen Junger and new agency / Wesley Tingey via Unsplash

Helzberg, a 100 year-old company, said in a statement that while love isn’t going out of style anytime soon, “the way that people are shopping for jewelry to show their love is continuing to change rapidly.”

As a result, the company has planned to “help people feel loved in new ways” by evolving its customer messaging and communications methods. The appointment of both Junger and Carmichael Lynch, it said, are part of that plan.

Junger previously served as chief customer and marketing officer role for Payless ShoeShource. Throughout her career, she's also held executive roles at Hallmark Cards, including president and chief marketing officer at Hallmark Canada.

Helzberg Diamonds chairwoman and chief executive Beryl Raff said of Junger’s appointment: “Ellen brings a wealth of experience in retail and will help lead Helzberg Diamonds into the next generation of innovation for the brand.”

Said Junger: “I have always been a fan of Helzberg Diamonds as a company with a strong legacy of success and leadership in jewelry retail, but also as a consumer. I look forward to taking this great company forward by re-energizing the brand through smart marketing and new ways of reaching consumers.”

Carmichael Lynch will now handle creative, social, design, influencer engagement and analytics following a competitive agency review. Horizon Media, which Helzberg has had as a media agency for more than 10 years, has seen its role expanded to include all media planning and buying responsibilities.

“As we evolve the Helzberg Diamonds brand, we’re looking to disrupt the sea of sameness in the jewelry industry while sharing our ‘I Am Loved’ narrative in new ways,” said Raff. “Carmichael Lynch’s innovative thinking, collaborative approach and understanding of our business make them the ideal partner to do just that.”

Julie Baitliner, Carmichael Lynch president, added: “We are proud to partner with Helzberg Diamonds and help propel their business. It’s exciting to work with a brand with such a rich heritage and story to tell that’s looking to breathe new life into the category.”

Carmichael Lynch has been slated to begin work immediately, and will launch new work for the brand in spring of this year.

Diamonds Carmichael Lynch Business on the Move

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