Among Paul Tacorian’s plans: telling the brand’s story, and getting input from a neuroscientist
Paul Tacorian has become CEO of family company Tacori, the California-based jewelry design house announced.
Haig Tacorian, Paul’s father, who founded the company with wife Gilda in 1969, will become chairman and serve on its board.
Nadine Tacorian Arzerounian, Paul’s sister, will become chief operating officer and will guide design.
Paul Tacorian joined the family business in 1997 as director of marketing and helped get the brand exposure on shows like The Bachelor, The Bachelorette, and the Today show. Nadine Tacorian Arzerounian has been with the business since 1999, when she began as director of production.
“Haig is still present in the company but not working on operations,” Paul Tacorian tells JCK. “My sister and I are taking on a greater role building the culture and trying to be the most relevant brand in the industry.”
Among his new goals: “Working on the personal development of every single person in our company and that we work with.”
Along those lines, he is about to launch the Insiders Institute, where a neuroscientist who works with Fortune 500 companies will counsel Tacori employees and partners about preparing for the future and boosting sales.
The company also wants to expand its marketing, Paul says: “We are strongly focused on who we are as a brand. We will be talking about who we are and the purpose of what we do. There is a wonderful story of who we are and why we do what we do. We will continue to tell that story, [give it] more depth, telling the consumers not just about the jewelry but [about] the family.”
Pictured: Nadine Tacorian Arzerounian, Haig Tacorian, and Paul Tacorian; photo courtesy of Tacori