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Lockie Andrews Named Chief Growth Officer of Vera Bradley's Pura Vida Brand


Member news! We’re excited to announce that Lockie Andrews, a Women in Retail Leadership Circle board member, was recently named the chief growth officer for Vera Bradley’s Pura Vida brand. In this newly created role, Andrews will be responsible for all of Pura Vida’s channels of distribution. She will also work closely with Pura Vida’s co-founders, Griffin Thall and Paul Goodman, to lead Pura Vida to the next level of growth by creating and executing innovative, performance-based marketing; exploring, developing and launching new sales channels; and driving category growth and expansion.

In 2019, Vera Bradley completed the acquisition of Pura Vida, a company that sells hand-crafted bracelets and jewelry online and through boutique stores.

Andrews is an accomplished leader with a deep background in retail, marketing, digital strategy, technology, and data analytics. She most recently held the post of head of e-commerce and digital operations at Party City, leading the enterprise’s e-commerce re-platforming and increasing site conversion by 60 percent. Previously, she served as chief information officer and chief digital officer of UNTUCKit, where she led the digital transformation and data analytics of the high-growth, omnichannel retail brand.

Since 2007, Andrews has also been the managing director and CEO of Catalyst Consulting, a boutique advisory firm specializing in innovation and leveraging data and technology to increase revenue and drive operational efficiency, serving well-known brands and companies. Prior, she was chief operating officer for Tadashi and vice president of business development and planning for babystyle, both multichannel lifestyle retail brands. Lockie is a graduate of Georgetown University and holds a Master of Business Administration degree from Harvard Business School

“Lockie Andrews will be a great addition to the Pura Vida team and to our entire organization,” Rob Wallstrom, Vera Bradley’s CEO, said in a statement. “Her perspective, expertise and innovative thinking will be instrumental in developing Pura Vida’s full potential as a unique lifestyle brand.”

Congratulations Lockie!

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