Company: Perry's Fine, Antique and Estate Jewelry, Charlotte, NC, USA
Company Description: Perry’s at SouthPark has been in business for over thirty-four years and has been established as one of the nation’s finest antique and estate jewelers. Perry’s consigns, buys, sells and trades vintage, antique and estate jewelry, gold, coins, diamonds, silver, platinum and much more.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Female Executive of the Year – Consumer Services –11 to 2,500 Employees

Nomination Title: Hadley Perry Pacheco, Vice President and General Counsel

Describe for the judges the activities and accomplishments of the nominated executive since the beginning of July last year (up to 500 words):

Hadley Perry Pacheco is a brilliant young lawyer who saw potential to reshape her father’s 34-year-old Estate Jewelry Company as he transitioned into semi-retirement. As the new Vice President and General Counsel of Perry’s, Hadley has launched a new bridal campaign, increased the company’s involvement with regional charities, and launched the upfitting of a new store location (her father’s long-time vision). It’s with Hadley’s focus and attention to detail that she is able to lead these new initiatives – and a staff of 66. She also manages Perry’s TV shows, which are broadcasted across the country. And she does it all with a genuine smile.

Attracting Brides to Be

As a newlywed, Hadley saw an opportunity to expand Perry’s customer base. She made it her goal to increase Perry’s bridal business and boost overall sales. She launched an advertising campaign in local bridal magazines and created a vendor profile on TheKnot.com where Perry’s quickly earned a 5-star review from satisfied customers. Under Hadley’s leadership, Perry’s has had a gross increase in bridal sales of 47% in the past year. Their net profit margin increase on bridal sales was 6% for the same period; this includes engagement rings and wedding bands. Considering the major increase in Perry’s buying of estate bridal pieces (an internal expense), this net profit margin increase is significant.

Moving On Up

Perry’s Grand Expansion and move to their new location was designed to provide private space with offices for individuals to sell their unwanted jewelry or to cash in on estate pieces. The new 4,000 sq. ft. showroom is focused on individualizing customer service and has attracted more customers than ever before. Perry’s has increased their client base by 8.5% in the past year and their sales continue to increase each month.

Perry’s has also experienced significant revenue growth under Hadley’s leadership. Revenue increase over the last twelve months was 23%. Perry’s has also expanded their staff, including two receptionists, a personal property appraiser, and another full-time custom jeweler. (Perry’s in-store staff now totals 30 full-time and 6 part-time, with over 30 additional employees who run the national TV show in Tennessee.)

A Love for her Community

For years, Perry’s has been a generous supporter of numerous local and national charities. Expanding upon this tradition, Hadley has placed heightened focus on charity involvement. Each year, Perry’s donates hundreds of thousands of dollars worth of jewelry to charities including Make A Wish Foundation, Second Harvest Foodbank of Metrolina, Allegro Foundation, Fight Night for Kids, Cystic Fibrosis Foundation, Dress for Success and more. Perry’s jewelry is a hit at charity auctions and generates hundreds of thousands for the cause.

Perry’s also launched a “Silver for Soldiers” campaign. Through this program, Perry's donates silver jewelry pieces to the USO to be given to soldiers and their families upon return from active duty. In honor of Independence Day this year, Perry's donated an additional 1,700 jewelry pieces – making for a total of 16,825 pieces donated in under two years.

Provide a brief biography of the nominated executive (up to 100 words):

Hadley Perry Pacheco, Esq. is Vice President and General Counsel of Perry’s Fine, Antique and Estate Jewelry. She graduated from UNC Chapel Hill with degrees in Political Science and International Studies. She received her law degree from Roger Williams University and has completed the Graduate Diamond program with the Gemological Institute of America. Hadley has expanded Perry’s bridal business, introduced Perry’s to Charlotte’s fashion industry, and increased PR and social media efforts. Her goal is for Perry’s to be a unique shopping experience with exceptional customer service and the best selection of fine, antique and estate jewelry in North Carolina.