MajorsJan 22, 2026
Swarovski Appoints New North America PresidentMajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand Strategy
Ella Blum was appointed to the newly created role.
Ella Blum is Rembrandt Charms’ new director of creative and brand strategy.
Buffalo, N.Y.—Rembrandt Charms has named Ella Blum as its new director of creative and brand strategy.
In this role, Blum will lead the company’s creative vision and brand strategy across all consumer, retail, and digital touchpoints.
She will focus on brand identity, visual storytelling, campaign development, content creation, and retailer-facing marketing initiatives while working closely with sales, e-commerce, product development, and ownership to bolster the brand’s next phase of growth.
“Ella brings a rare combination of strategic thinking, creative leadership, and operational discipline,” said Eric Lux, president of Rembrandt Charms.
“She understands how to build emotionally resonant brands while maintaining the rigor required to support retailers and scale responsibly. As we look ahead to the next chapter of Rembrandt Charms, her leadership will be instrumental in strengthening how our story is told, both to collectors and to our retail partners.”
Director of creative and brand strategy is a newly created role. Its creation underscores the more than 50-year-old family-owned company’s commitment to modernizing its brand while honoring its heritage, according to Rembrandt Charms.
Blum brings a decade of experience in integrated brand and e-commerce marketing spanning both B2B and B2C environments.
Most recently, she held senior marketing roles at New Era Cap Co., where she led e-commerce content, digital storytelling, influencer strategy, and go-to-market initiatives.
Previously, she held roles at The RealReal and Gelia Wells and Mohr, where she worked across campaign planning, digital marketing, and cross-functional brand execution.
“I’m honored to join Rembrandt Charms at such an exciting moment,” said Blum.
“The brand has an incredible foundation, a deeply loyal customer base, and a unique emotional connection with collectors. I’m excited to help evolve the brand creatively, strengthen storytelling across channels, and support retailers with thoughtful, impactful marketing.”
Rembrandt Charms said it looks forward to the impact of Blum’s appointment as it continues to invest in brand leadership, innovation, and retailer partnerships worldwide.
Related stories will be right here …
In this role, Blum will lead the company’s creative vision and brand strategy across all consumer, retail, and digital touchpoints.
She will focus on brand identity, visual storytelling, campaign development, content creation, and retailer-facing marketing initiatives while working closely with sales, e-commerce, product development, and ownership to bolster the brand’s next phase of growth.
“Ella brings a rare combination of strategic thinking, creative leadership, and operational discipline,” said Eric Lux, president of Rembrandt Charms.
“She understands how to build emotionally resonant brands while maintaining the rigor required to support retailers and scale responsibly. As we look ahead to the next chapter of Rembrandt Charms, her leadership will be instrumental in strengthening how our story is told, both to collectors and to our retail partners.”
Director of creative and brand strategy is a newly created role. Its creation underscores the more than 50-year-old family-owned company’s commitment to modernizing its brand while honoring its heritage, according to Rembrandt Charms.
Blum brings a decade of experience in integrated brand and e-commerce marketing spanning both B2B and B2C environments.
Most recently, she held senior marketing roles at New Era Cap Co., where she led e-commerce content, digital storytelling, influencer strategy, and go-to-market initiatives.
Previously, she held roles at The RealReal and Gelia Wells and Mohr, where she worked across campaign planning, digital marketing, and cross-functional brand execution.
“I’m honored to join Rembrandt Charms at such an exciting moment,” said Blum.
“The brand has an incredible foundation, a deeply loyal customer base, and a unique emotional connection with collectors. I’m excited to help evolve the brand creatively, strengthen storytelling across channels, and support retailers with thoughtful, impactful marketing.”
Rembrandt Charms said it looks forward to the impact of Blum’s appointment as it continues to invest in brand leadership, innovation, and retailer partnerships worldwide.
More on Majors
The Latest
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
IndependentsFeb 19, 2026
Bailey’s Fine Jewelry Co-Founder ‘Mama Ann’ Bailey Dies at 100Raised in an orphanage, Bailey was 18 when she met her husband, Clyde. They opened their North Carolina jewelry store in 1948.
Weekly QuizFeb 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsFeb 19, 2026
Material Good Opens Third Location Material Good is celebrating its 10th anniversary as it opens its new store in the Back Bay neighborhood of Boston.
Events & AwardsFeb 19, 2026
The Original Miami Beach Antique Show Returns in MarchThe show will be held March 26-30 at the Miami Beach Convention Center.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
AuctionsFeb 18, 2026
Joanna Carson’s Jewels Head to AuctionThe estate of the model, philanthropist, and ex-wife of Johnny Carson has signed statement jewels up for sale at John Moran Auctioneers.
PodcastsFeb 18, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
Policies & IssuesFeb 18, 2026
Community for Ethical Jewelry Looks for Executive DirectorThe organization is seeking a new executive director to lead it into its next phase of strategic growth and industry influence.
Events & AwardsFeb 18, 2026
DCA to Host Gemstone Selling Education Session at IJO EventThe nonprofit will present a live, two-hour introductory course on building confidence when selling colored gemstones.
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
