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Los Angeles, CA--Fine jewelry brand, TACORI, has named Roeya Vaughan as its new chief executive officer. Vaughan will be the first non-family member at the helm of company and will lead the organization’s growth strategy and brand vision while enforcing and protecting the founding culture and values, according to a company statement Thursday.

Vaughan joined TACORI as chief commercial officer in 2020. The company says she has “successfully spearheaded the development and implementation of a strategic plan to propel the brand into its next chapter of growth.” As part of this multi-year plan, TACORI unveiled a new brand expression embracing real-life couples, families and their “beautiful realities.” The company also blazed a new path forward, translating four decades of unmatched bridal expertise to a bold and unique point of view in fine jewelry, garnering industry recognition and awards along the way.

Under Vaughan’s guidance, TACORI says it has bolstered its position as a leader in the bridal category through lucrative strategic partnerships such as the collaboration with online bridal innovator, Brilliant Earth. She also supported the expansion of the brand’s fine jewelry infrastructure, appointing key leadership team member and former Piaget exec, Jodi Reisenberg, as VP of sales.

TACORI has been family-owned for over 40 years, and the Tacorian family will continue to actively oversee the brand. Paul Tacorian will serve as board chairman and co-owner Nadine Tacorian Arzerounian will continue as head of Design.

“We are taking a bold step forward, underscoring our commitment to growth and evolution, with the appointment of TACORI’s first external Chief Executive Officer,” said Paul Tacorian. “With Roeya’s proven track record, her diverse leadership experience, and most importantly, her commitment to our company’s founding values, she is the ideal candidate to lead TACORI into the next era.”

Vaughan has more than 25 years of experience driving outsized growth across a variety of luxury and premium consumer product industries, TACORI said. Her previous work includes growing the $1 billion Oakley sunglass business, rebranding and rebooting the ASICS and Meguiar’s brands, as well as creating product platforms for Mattel’s Barbie franchise.

In her new role, Vaughan will remain focused on boosting TACORI’s visibility while championing the brand’s legacy of design and craftsmanship, the company said. This year, as TACORI begins the 25th anniversary of its iconic Crescent, Vaughan and her team will launch a dedicated media campaign and new commercial initiatives to honor the design detail that has built the brand.

“I am honored and thrilled to lead TACORI,” said Vaughan. “It’s an aspirational, prestige brand with the heart and soul of a family business. There is a special energy here, and I’m excited to lead our dynamic team in amplifying our growth potential.”