PJHOT1002012_CAROLINE-ROLFE

Caroline Rolfe, head of e-commerce, Labelux

Counterfeiting is a common problem in the jewellery industry, but is not often one that brands want to face up to, at least publicly. So when Caroline Rolfe spearheaded a very public campaign to rid Links of London of fake websites dragging its web sales down, she was certainly breaking new territory.

Her anti-counterfeiting drive, run in conjunction with specialist company MarkMonitor, did exceptionally well and shut down a huge number of fraudulent sites, including 65 run by a single man in China. “That was a big achievement because we saw instant results in terms of the effect on traffic back to our site,” Caroline explains.

With a large number of counterfeiters out of the way this allowed for Caroline to build up Links of London’s web presence. “One of my highlights this year was getting the new Links of London website and mobile site launched simultaneously. It was a year-long project that came to fruition and has been a big part of the success of the brand, a large percentage of its sales are now online. It was really exciting seeing that almost instant uplift.”

Caroline has since left Links of London, following in the footsteps of the brand’s former chief executive and a member of last year’s Hot 100 Andrew Marshall, to join new venture Labelux, a move that means she will get to dip her toes into a wider luxury arena overseeing the
e-commerce strategies of brands including Solange Azagury-Partridge, Jimmy Choo, Belstaff and Bally.

“I wanted to take on a new challenge working across lots of brands,” she says. “Labelux is new and innovative, it’s almost a start-up environment but they are very much about investing and talking about the importance of online, putting it at the forefront.”

Caroline says she is always on the go and that her high energy, passion and creativity keep her motivated. “I had a picture of Little Miss Busy on my desk and there was a long-running joke that the Loch Ness Monster was easier to get in touch with,” she laughs. When she does get away from her desk, Caroline is an unfaltering Arsenal fan, as you can probably tell from the location choice for her Hot 100 photo.