It’s the latest executive reshuffle at the company

This January, I noted that two Pandora sales veterans—Scott Key and Dan Sills—had moved to Alex and Ani, as senior director of sales and senior vice president of sales, respectively. Knowledgeable observers give the duo a lot of credit for getting the Alex and Ani brand established at retail in their years there.

So it is worth adding that both gentlemen have since left the company—Sills in September and Key last month. The news was confirmed Alex and Ani director of public relations Keshia Holland (another Pandora vet).

This is just the latest shuffle in the Alex and Ani executive ranks. In September, according to GoLocalProv, more than 10 senior staffers departed, including former chief financial and chief operating officer Jayne Conway and director of retail Greg Williams. (The company has since added replacements.) This comes on the heels of the departure of president Harlan Kent in March. Founder and CEO Carolyn Rafaelian remains CEO: Currently she and Suzanne Turcotte, the company’s general counsel and chief administrative officer, are the only ones listed on its site.

Alex and Ani has long been a quirky company; its board reportedly includes an astrologer. But now it’s partly owned by two private equity firms and is eyeing an international expansion. (It recently announced plans to open nine stores in Australia. Overseeing the brand there is yet another former Pandora person.)

The transition from groovy lifestyle brand to a big-money business always promised to be tricky. Just judging from these recent exec reshuffles, Alex and Ani needs to use some of its positive energy to get its house in order.

Rob Bates

JCK News Director