There’s a new design, a new name and a new way of thinking about the online retailing business at Ice.com. Now known simply as Ice, the company is transforming itself from a direct marketer of jewelry into a lifestyle brand and destination company, CEO Shmuel Gniwisch says. The new approach to merchandising is reflected in Ice’s innovative approach to video. Older videos that simply show models posing with a single piece of jewelry are being replaced with more sophisticated videos that contain music snippets from independent artists and more close-ups of models putting on and wearing jewelry items. “We have gotten away from just being an ‘in and out’ destination,” Gniwisch says. “We are rebranding as Ice, a style and fashion destination.”

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