Joanne Lee on turning around the QVC jewellery category and challenges for women in retail

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Joanne Lee on turning around the QVC jewellery category and challenges for women in retail
18th November 2014

Having climbed the ranks of the retail industry from a management trainee, Jo joined QVC as the first director to be appointed from outside the organisation. 

Before joining QVC, Jo had increased beauty sales at the House of Fraser by ten and fifteen per cent at the Oxford and Glasgow stores respectively. 

Joanne continued her customer-focused approach at QVC where the impact of her creativity has been phenomenal.  She has taken the jewellery categry of the business from a 22% decline to a growth of 13%, through a combination of strategic appointments and new initiatives, such as celebrity collaborations with Lisa Snowden and Giles Deacon.

Her passion for communicating the benefits of a career in retail to the next generation of women has led her to be an Everywoman retail ambassador, as well as giving a presentation for Cosmetic Executive Women in December 2013 as part of its mentoring programme. 

Joanne Lee is championing women in the retail industry as part of the Everywoman in Retail Ambassador Programme, which celebrates the best female talent working in retail today and encourages more women to explore the career options in the industry. 

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