Zale appoints new presidents of four retail brands

Zale Corp., Dallas, the largest U.S. specialty retailer of jewelry, on Tuesday said it appointed new presidents to its four brands as part of its strategic rebuilding of the company’s operations.

Charles Fieramosca was named president of Bailey Banks & Biddle Fine Jewelers, Charleen Wuellner was named president of Gordon’s Jewelers, Steve Strong has been promoted to president of Zales Outlet, and Sue Davidson was appointed president of


All four executives will report to Mary Forte, executive vice president and chief merchandise officer.


“As part of our long-term strategy, we have tapped four proven managers who we believe will successfully lead each business in further refining product quality and mix, store productivity, and brand differentiation,” Robert DiNicola, Zale’s recently reappointed chairman and chief executive, said in a statement.


DiNicola, who served as Zale chairman and CEO from April 1994 to September 1999, returned to the CEO post in February, succeeding Beryl Raff. He immediately undertook a review of the company, during which he determined that the company’s inventory was not of a quality consistent with the strategic direction of its brands.


Fieramosca joins Zale from Ascend Clothing, a brand development firm specializing in men’s and women’s fashion apparel of which he was a founding partner. He will head Bailey Banks & Biddle’s 117 stores, the company said.


Wuellner, who previously served as president of Zales Outlet stores, will oversee the day-to-day operations of the 307-store Gordon’s Jewelers chain in her new capacity.


Strong was previously senior vice president of operations for Zales Outlet, where he was responsible for directing and implementing business strategy for all stores nationwide.


As president of, Davidson will lead the development of Zale’s Web-based business, including site development, online sales, marketing, fulfillment, and customer relationship management for all company brands. Davidson was previously president of Gordon’s Jewelers.


Zale Corp. operates more than 2,300 retail locations throughout the United States, Canada, and Puerto Rico, as well as online, including Zales Jewelers, Zales Outlet, (, Gordon’s Jewelers, Bailey Banks & Biddle Fine Jewelers and Piercing Pagoda.

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