Tutti appoints Helen Williamson as fractional MD

North Shields-based jewellery brand Tutti has appointed Helen Williamson as its new fractional managing director.

The appointment comes as Tutti marks its 20th anniversary with the opening of a new concept store and studio in Harbour House.

Williamson brings extensive experience from senior roles in the fashion and retail sector. Most recently, she founded Alva Advisory, providing strategic and operational guidance to scaling consumer brands. 

Prior to that, she spent three years as interim chief operating officer and senior business advisor at activewear brand LNDR.

She previously also served as managing director of Whistles, where she led a turnaround that reversed a £2.9m EBITDA loss to a £9.3m profit. 

Earlier roles included commercial and brand leadership positions at Hobbs and Ted Baker, where she oversaw international expansion and business development.

Williamson’s appointment marks a return to her native North East coast.

Tutti was founded by creative director Kate Rose and designs jewellery inspired by her global travels.

In a post on LinkedIn, Williamson said: “For over 20 years, Tutti has been redefining affordable-luxury jewellery with integrity and purpose. Inspired by Kate’s travels, every design tells a story of discovery, connection, and timeless elegance.

“I’m joining Tutti at such a pivotal moment and I’m excited to work with Kate to realise our ambitions for Tutti to become a global lifestyle brand.”

She added: “It’s especially meaningful as I’m returning to my hometown in the North East and I’m incredibly grateful for the warm welcome I’ve received from the local business community.

“The emergence of fast growing regional brands gives people opportunities to build their careers closer to home and I’d love to see more experienced executives return to the North East to support local businesses achieve scale.”