Bridal jewelry manufacturer A. Jaffe has named Evert DeGraeve as vice president of Merchandising and Marketing, In addition, the New York-based company said it is “streamlining its account base by closing the door to 100 of its retailers, in an effort to guarantee more exclusivity to its base of 300 retail partners.”

The company said in a statement Friday its new focus is “maximizing customer service and paying special attention to their loyal customers.”

DeGraeve will be responsible for the development of all merchandising and marketing programs and plans at A. Jaffe.

“Evert is regarded as one of the outstanding product development and merchandising professionals in our industry,” said Sam Sandberg, A. Jaffe chief executive officer. “He will perpetuate A. Jaffe’s century old legacy of creating the finest design in luxury bridal jewelry categories.”

DeGraeve has more than 20 years of experience in fine jewelry industry, beginning as a goldsmith and model maker, later holding several executive positions at Harry Winston, Mikimoto America, and David Yurman. 

DeGraeve will join the A. Jaffe administration and distribution teams in its new New York City office at 154 W. 14th St., home of its partner, Firestone International.

JCK