Blueberry, the metaverse fashion brand, announces all-female senior leadership team

L-R: Emily Eitches (Head of Business Development) and Katherine Manuel (COO)

Blueberry, the fashion label based in the metaverse, today announced the appointment of two new hires, Katherine Manuel as Chief Operating Officer and Emily Eitches as Head of Business Development. The hires complete an all-female senior leadership team as the company continues to revolutionize digital fashion.

Katherine joins the team as Chief Operating Officer and a Board Director of Blueberry Entertainment. As an accomplished executive, Katherine brings with her deep and varied experiences spanning technology, strategy and innovation.

After receiving her MBA from Duke University, Katherine climbed the professional ladder at Thomson Reuters, where she spent her final four years as Senior Vice President, running Innovation. In this role, she built and led a new organization focused on shifting the company from acquisition to organic-oriented growth. She is an Operating Partner at a North Carolina-based venture capital fund, and she holds a mix of nonprofit and for-profit board positions each with a focus on innovation and entrepreneurship.

Emily Eitches joins as the Head of Business Development at Blueberry Entertainment. Emily began her career working on the Centurion and Platinum Card at American Express. She then served in leadership roles at New York City-based start-ups Physique 57, SLT, and ORA. Most recently, Emily served as a Director at Tory Burch.

A graduate of Princeton University, Emily studied the impact of social media on American politics and was a member of Princeton Women in Business. She is a certified Digital Marketer from the Digital Marketing Institute and American Marketing Association.

The two new hires complete Blueberry’s all-female senior leadership team, joining Mishi McDuff, CEO and Founder, and Ashley Hopkins, Chief Creative Officer. Hopkins is the former founder and Co-CEO of Reign and Flite, two of the largest digital fashion brands still active today.

Founded by Mishi McDuff in 2012 as a solo creator on Second Life, Blueberry has sold 20+ million digital wearables, amassed a library of 10,000+ digital SKUs optimized for hundreds of design attributes, and scaled an engaged community of loyal customers. The team has grown to 20 employees with their headquarters in Raleigh, North Carolina. The company is already live on multiple metaverse platforms and is actively expanding its brand and community to other web2 and web3 metaverses.

Digital fashion is already an enormous business with billions of dollars in sales each year across some of the largest gaming and social platforms. For example, last year one in five of Roblox’s daily users updated their avatars on any given day. Compared to traditional fashion, digital fashion is more sustainable, scalable, and infinitely creative. It empowers designers to release products to market in days as opposed to months and transforms the traditional fashion model to one of ‘accessibility’ versus ‘exclusivity’.

Mishi McDuff, CEO and Founder of Blueberry Entertainment, commented: “I’m incredibly excited to welcome both Katherine and Emily as we complete our all-female senior leadership team. Both additions bring a wealth of knowledge and experience as Blueberry continues to showcase what digital fashion can offer to the world. The future of fashion is digital, with accessible and sustainable fashion playing a central role in our offering. I have no doubt that Katherine and Emily will add another brilliant dimension to the work we’re already doing at Blueberry.”

Katherine Manuel, Chief Operating Officer at Blueberry, comments: “It is a really exciting time for Blueberry Entertainment, and innovation more broadly. Metaverses open up new frontiers for creators in ways that we have yet to experience. Working with a business, and a team, committed to building and enabling healthy and prosperous communities in these new spaces is an enormous opportunity for me individually, and for Blueberry in its market-leading position.”

Emily Eitches, Head Of Business Development at Blueberry comments: “I am thrilled to have joined such a strong female leadership team and to have the opportunity to help Blueberry define the rapidly changing digital fashion industry.”

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