MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the AmericasMajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet Jewelers
The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
Signet Jewelers is the midst of executing a turnaround plan, closing stores and cleaning up its leadership ranks in an effort to combat sliding sales. On Thursday, the retailer announced three more executive moves.
Akron, Ohio—After nearly nine years with Helzberg Diamonds, Julie Yoakum is joining the team at Signet Jewelers.
The jewelry giant announced Thursday afternoon that Yoakum is the new president of Kay Jewelers and Peoples Jewellers, its Canadian jewelry store chain.
Signet said the jewelry industry veteran brings a combination of “operational rigor, entrepreneurial mindset and diamond industry expertise” to the company.
Yoakum spent four years with Blue Nile before joining Helzberg Diamonds as senior vice president and chief merchandising officer in 2017, according to her LinkedIn page.
She was promoted to president of the Berkshire Hathaway-owned jeweler in 2022 when Beryl Raff announced her retirement.
As president and chief brand merchant officer at Helzberg, Yoakum led product development, sourcing, quality assurance, distribution, and digital transformation.
She succeeds Stacee Johnson-Williams, who was serving as interim president of Kay and Peoples following the exit of Bill Brace in March.
Brace was one of a number of executives who parted ways with Signet earlier this year following the appointment of a new CEO, J.K. Symancyk, in late 2024.
Johnson-Williams will remain with Signet as chief merchandise operations and sourcing officer, working to expand the retailer’s cross-brand sourcing capabilities and overseeing the assortment of core categories to fully leverage scale in buying.
Related stories will be right here …
The jewelry giant announced Thursday afternoon that Yoakum is the new president of Kay Jewelers and Peoples Jewellers, its Canadian jewelry store chain.
Signet said the jewelry industry veteran brings a combination of “operational rigor, entrepreneurial mindset and diamond industry expertise” to the company.
Yoakum spent four years with Blue Nile before joining Helzberg Diamonds as senior vice president and chief merchandising officer in 2017, according to her LinkedIn page.
She was promoted to president of the Berkshire Hathaway-owned jeweler in 2022 when Beryl Raff announced her retirement.
As president and chief brand merchant officer at Helzberg, Yoakum led product development, sourcing, quality assurance, distribution, and digital transformation.
She succeeds Stacee Johnson-Williams, who was serving as interim president of Kay and Peoples following the exit of Bill Brace in March.
Brace was one of a number of executives who parted ways with Signet earlier this year following the appointment of a new CEO, J.K. Symancyk, in late 2024.
Johnson-Williams will remain with Signet as chief merchandise operations and sourcing officer, working to expand the retailer’s cross-brand sourcing capabilities and overseeing the assortment of core categories to fully leverage scale in buying.
Also on Thursday, Signet announced that it has a new chief marketing officer, Lisa Laich.
Most recently, Laich oversaw digital and brand marketing for Crocs and HeyDude, a footwear brand owned by Crocs.
With Signet, she will collaborate with the consumer brands to develop creative content and storytelling to drive customer loyalty while delivering the benefits of scale in marketing.
“Julie, Stacee, and Lisa are experienced and highly accomplished industry leaders who believe in Signet’s purpose of ‘Inspiring Love’ and will accelerate our ‘Grow Brand Love’ strategy,” Symancyk said.
“Julie brings over 30 years of experience in the jewelry and apparel industries, with a strong track record of sales growth. Stacee’s decade of leadership at Signet will enable her to quickly advance our core merchandising and leverage scale to drive top-line growth in key categories. And Lisa’s record of marketing excellence and commercial growth across leading retail brands complements the strengths of our team.”
Signet Jewelers is the largest specialty jeweler in North America, ranking No. 1 in both sales and number of stores in National Jeweler’s 2025 State of the Majors issue.
More on Majors
The Latest
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
WatchesApr 15, 2026
These Are the New Rolex Watches for 2026Rolex focused exclusively on the Oyster Perpetual this year, as the model is celebrating its 100th anniversary.
FinancialsApr 15, 2026
Kering’s Jewelry Shines in Q1, Gucci’s Struggle ContinuesThe luxury giant discussed the Middle East conflict and its transformation plans, hinting at a stronger jewelry presence in North America.
SourcingApr 15, 2026
Diamond Club West Coast Names 2026 BoardKalpesh Jhaveri was re-elected as president for a third year.
TechnologyApr 15, 2026
This Jewelry Brand’s Video Series Is Up for a Webby Award“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
SourcingApr 14, 2026
De Beers Expands ‘Desert Diamonds’ Beacon Into BridalThe campaign seeks to reignite desire for natural diamond engagement rings by highlighting the “distinct character” of warm-toned diamonds.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
