Elie Tahari promoted Rory Tahari, his wife, to vice chairman of Elie Tahari Ltd., a new role. She will continue as creative director.

Rory Tahari has been involved in the company for eight years, and has played a key part in repositioning the brand, managing marketing and advertising as well as publicity efforts and creative services programs.

In her expanded role, she also will take charge of initiatives such as corporate strategy, brand development through strategic partnerships and retail expansion, including opening a freestanding Elie Tahari boutique in August in East Hampton, N.Y., on the corner of Main Street and Newtown Lane.

Elie Tahari has built his company into a $500 million brand, transforming it from a bridge resource to a collection that is leaning toward the contemporary area. The line is sold in more than 600 doors in the U.S., including Bloomingdale’s, Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman, Nordstrom and Macy’s West. There are five freestanding boutiques. Last fall, Elie Tahari also added accessories and men’s wear to his collection.

“Rory has had an enormously positive impact on the growth of the company,” Elie Tahari said. “She was, in fact, the architect who elevated our brand and drove the decisions to create the current Elie Tahari and the new brand positioning. She has been instrumental in building the brand that allowed us to expand into more areas, such as shoes, accessories, retail and licensing. Also, she is leading the multimillion-dollar brand image campaign that helped position us.”

She reports to Elie Tahari. “As we are investing more and more into the brand, she will have more responsibility and more people who will report to her,” Elie Tahari said. “It will be one of the most important jobs in our company.”

This story first appeared in the January 12, 2007 issue of WWD. Subscribe Today.

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