Ross-Simons Signals Digital Ambition with Appointment of Diana Stuparu as VP of E-commerce
By Retail Industry Analysis Team
In a significant move that underscores the jewelry industry’s accelerating pivot toward digital-first retail strategies, heritage jewelry chain and e-tailer Ross-Simons has appointed Diana Stuparu as its new Vice President of E-commerce.
According to a company announcement released via LinkedIn, Stuparu officially assumed her new role on December 1. Her appointment represents a strategic infusion of high-level consumer electronics expertise into the fine jewelry sector, signaling Ross-Simons’ commitment to modernizing its direct-to-consumer (DTC) operations under the ownership of private equity firm Nonantum Capital Partners.
A Strategic Hire for a Digital-First Future
The recruitment of Diana Stuparu is not merely an executive shuffle; it is a clear indication of Ross-Simons’ roadmap for the next decade. As the retail landscape shifts away from brick-and-mortar reliance toward robust digital ecosystems, legacy brands are increasingly looking outside their traditional industry verticals for talent that understands the complexities of global e-commerce.
Stuparu joins the Cranston, Rhode Island-based jeweler with a mandate to elevate the online customer experience. Her role will likely encompass overseeing the brand’s digital storefront, optimizing user experience (UX), and driving sales growth through advanced digital marketing strategies. The timing of her arrival—right at the start of December—placed her in the thick of the crucial holiday shopping season, offering an immediate immersion into the high-stakes environment of jewelry retail.
The jewelry market is currently undergoing a massive transformation. Consumers who once insisted on seeing diamonds and gold in person are now comfortable making significant luxury purchases via smartphones. By bringing in a seasoned e-commerce veteran, Ross-Simons is positioning itself to capture a larger share of this growing digital market.
Diana Stuparu’s Track Record: From High-Fidelity to High Carats
What makes Stuparu’s appointment particularly newsworthy is her extensive background in the consumer electronics sector—specifically with audio giant Bose Corporation.
Prior to joining Ross-Simons, Stuparu spent nine years at Bose, a company renowned not just for its noise-canceling headphones but for its sophisticated direct-to-consumer business model. During her tenure at Bose, she held several critical leadership positions, culminating in her role as General Manager, Global E-commerce. She also served as Managing Director for Direct-to-Consumer (DTC) operations.
Her experience at Bose is highly transferable to the jewelry industry for several reasons:
- High-Ticket Online Sales: Like fine jewelry, premium audio equipment is a considered purchase. Stuparu has nearly a decade of experience convincing customers to buy high-value items online through building trust and providing detailed product information.
- Global Logistics: Managing global e-commerce requires a mastery of supply chain logistics, cross-border payments, and international marketing—skills that are essential for Ross-Simons as it sources materials globally and sells to a wide audience.
- Customer Experience (CX): Bose is famous for its customer-centric approach. Stuparu’s background suggests she will bring a data-driven, customer-first philosophy to Ross-Simons, likely focusing on personalization and post-purchase satisfaction.
Before her successful run at Bose, Stuparu served as Senior Manager for Global E-commerce at NextWorth Solutions, further solidifying her credentials in the circular economy and trade-in markets, and held leadership roles at Triangle Credit Union. She holds degrees in Business Strategy and Executive Leadership from Cornell University, providing the academic underpinning for her practical success.
Ross-Simons: The Evolution of an American Heritage Brand
To understand the weight of this appointment, one must look at the history of Ross-Simons itself. Founded in 1952 in Providence, Rhode Island, the company began as a storefront operation in America’s jewelry manufacturing capital.
Over the decades, Ross-Simons distinguished itself not just through its physical stores, but through a massive catalog business. Long before the internet, Ross-Simons was a pioneer in remote selling, mailing millions of catalogs annually to American households. This “mail-order” heritage gave the company a unique advantage when the internet age arrived: they already understood the logistics of shipping delicate, high-value items and had an existing database of remote customers.
However, the transition from catalog to e-commerce is a continuous process. Today, while the company still honors its catalog roots, the primary engine of growth is the website. The brand is known for offering “affordable luxury”—democratizing access to fine jewelry, gold, and gemstones.
The company focuses heavily on the “self-purchasing woman” demographic. Unlike traditional jewelers that focus almost exclusively on the bridal market (engagement rings bought by men), Ross-Simons has cultivated a loyal following of women who buy jewelry for themselves. Stuparu’s challenge will be to translate this brand identity into a seamless, modern digital experience that competes with digital-native startups like Mejuri or Blue Nile.
The Nonantum Capital Partners Connection
The strategic direction of Ross-Simons has been sharpened significantly since its acquisition by Luxury Brand Holdings. In 2020, Luxury Brand Holdings was acquired by the Boston-based private equity firm Nonantum Capital Partners.
Private equity ownership often serves as a catalyst for digital acceleration. Nonantum Capital Partners is known for investing in family- and founder-led businesses with strong track records, injecting capital and expertise to unlock new levels of growth. The acquisition in December 2020 was a pivotal moment for Ross-Simons, transitioning the company from a family-run structure to a portfolio company primed for scaling.
Under the leadership of CEO Jim Speltz (formerly CEO of Brookstone), Ross-Simons has been aggressively modernizing. The appointment of a VP of E-commerce with a background as strong as Stuparu’s fits the classic private equity playbook: hire best-in-class talent from adjacent industries to professionalize and scale operations.
The Broader Landscape of Jewelry E-commerce
Stuparu joins Ross-Simons at a time when the online jewelry market is projected to reach unprecedented heights. Industry analysts predict the global online jewelry market could surpass $46 billion in valuation by the end of 2024, with continued double-digit growth expected through 2030.
Several key trends are defining this space, which Stuparu will likely need to navigate in her new role:
The Rise of Mobile Commerce: More than 60% of online jewelry traffic now comes from mobile devices. Ensuring the Ross-Simons mobile site is fast, intuitive, and secure is likely a top priority.
- Trust and Transparency: In an era of lab-grown diamonds and ethical sourcing concerns, e-tailers must provide extensive product details. The “Bose approach” of technical transparency could be very effective here.
- Personalization: Modern e-commerce relies on AI to recommend products. Moving from a static catalog model to a dynamic, personalized web experience is essential for increasing average order value (AOV).
Merging Heritage with High Tech
The challenge for heritage brands like Ross-Simons is balancing tradition with innovation. They possess something that digital startups lack: decades of brand equity and trust. However, they often lag in technology stack and user interface design.
By hiring Diana Stuparu, Ross-Simons is bridging this gap. Stuparu brings the “tech” to the “heritage.” Her experience at Bose—a company that sits at the intersection of lifestyle, luxury, and technology—is perhaps the perfect training ground for modern jewelry retail.
Bose sells products that are often treated as status symbols, much like jewelry. They require explanation, justification of price through quality, and an emotional connection with the buyer. Stuparu’s ability to replicate the success she saw in the audio world within the jewelry sector could be the key to Ross-Simons dominating the affordable luxury market in the coming years.
Conclusion: A Sparkling Future Ahead
The appointment of Diana Stuparu as Vice President of E-commerce marks a new chapter for Ross-Simons. It serves as a statement that the 70-year-old company is not content to rest on its laurels or its catalog legacy.
With the financial backing of Nonantum Capital Partners and the strategic vision of executives like Stuparu, Ross-Simons is poised to aggressive compete in the digital arena. As the company moves into 2025, the industry will be watching closely to see how Stuparu applies her consumer electronics background to the world of gold, diamonds, and gemstones. If her track record is any indication, Ross-Simons is about to turn up the volume on its digital presence.
