Raised in Retail. Built for Digital.
I started working at my family's jewelry store, Frank Jewelers, when I was 15 years old. I did everything. Cleaned cases, greeted customers, wrote up tickets, and learned the product inside and out. By 18, I was running our digital marketing. By 21, I was the Director of Marketing & Sales.
During that time, I helped grow Frank Jewelers to over $3 million in annual sales. I lived on both sides of the business. One day I'd be closing a diamond sale on the floor, and the next I'd be writing ad copy, building email flows, or launching a promotion for that weekend. I learned what actually moves jewelry off the case, and what doesn't, from doing it every single day.
I didn't stop there. I treated the store like a living testing ground. I evolved our marketing as the industry changed, layered in digital where old-school methods were falling short, and constantly tested, measured, and refined. The campaigns that worked became repeatable systems. The ones that flopped taught me what not to waste money on.
Somewhere along the way, I realized my zone of genius wasn't behind the counter. It was behind the computer. The strategy, the systems, the marketing that drives measurable growth. That's where I come alive.
We also hired outside marketing agencies along the way. Every time, it was the same story. They didn't understand jewelry. They didn't understand the seasonal rhythms, the emotional buying process, or what makes an independent store different from a chain. We'd spend months getting them up to speed, only to end up taking the work back in-house because we could do it better ourselves.
That experience stuck with me. When other jewelers started asking how we were growing so fast, I began quietly helping a few of them. I took the same systems I had built for Frank Jewelers and ran them for their stores. The results showed up fast. Filled appointment books, record-breaking sales events, and measurable sales growth. That's when I knew this wasn't a one-store fluke. These systems worked anywhere they were applied the right way.
So at 23, I founded Fontana Digital. I left the family business to go all-in on what I do best. Helping independent jewelry stores grow with proven marketing systems built specifically for this industry.
