Sponsored by the Gemological Institute of America
Former Starbucks Marketing Exec Joins Blue Nile
Alexandra Wheeler is the e-tailer’s new chief marketing officer.

Seattle—A digital marketing veteran whose resume includes developing and executing the marketing of Starbucks’ customer loyalty program is now in charge of creating relationships at Blue Nile.
The online retailer announced Monday that Alexandra Wheeler has joined the company as chief marketing officer. She replaces Erin Daley, who left the company earlier this year.
Wheeler has 20 years’ experience in digital marketing, including nearly 11 at Starbucks.
Most recently, she was as the vice president of global digital marketing and rewards marketing for the coffeehouse chain. Part of her job involved developing and executing the integrated marketing strategy for the Starbucks Rewards loyalty program, Mobile Order & Pay and personalized marketing communications.
Prior to Starbucks, she spent nearly seven years as an account director at Cole & Weber, working on accounts such as Microsoft, Texas Instruments and Dell Computer Corp.
Wheeler holds a bachelor’s degree in speech communication from the University of Washington and currently lives in Seattle, where both Blue Nile and Starbucks are headquartered.
Blue Nile CEO Jason Goldberger called Wheeler a “transformational leader” with a proven track record of producing results for some of the world’s most well-known brands.
“Alex will focus on creating an integrated and meaningful brand experience for a digital audience while leveraging our industry expertise to serve them,” he said.
The Latest

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

The company failed to file its quarterly reports in a timely manner.


The organization also announced its board of directors.

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.