Simon Ghanimian, Founder and President of Simon G. Jewelry, spoke to Rough&Polished about his jewelry products and the latest trends in the market. Over 20 years, the company was able to build a famous brand and grow from two people, Simon and his wife, to the team of 60 employees, which includes designers from all over the world. Simon G jewelry is also known for their witty ads in glossy women's magazines displaying their stunning jewelry with price tags on them, but instead of the price they come up with things to tell men. For example, "When they ask if there are any objections at your wedding, it's too late to complain about the ring.-Simon G."
If you were to describe your company in just one or two sentences, what would you say?
If I were to describe Simon G. in one sentence it would be “always ahead of the curve.”
What best describes the Simon G jewelry?
Simon G. jewelry is known for its intricate design, quality, and craftsmanship. A Simon G. piece looks impeccable from all angles.
How many stores is your jewelry currently being sold in?
Our jewelry is currently available in over 800 stores across the U.S., Canada, as well as the Caribbean.
What are the top sellers in your collections? I noticed that there's a great line of sophisticated and stylish men's rings on your website, how popular are they?
We have so many designs that are fan favorites! From our bridal collections, I would say TR473, MR1594, and NR109. From our fashion jewelry collections, DE171, MR1720, and LP4247 just to name a few. We recently launched an expanded men’s collection and the response so far has been great.
What are the greatest changes you have seen since you joined the industry?
The marketing channels have definitely changed - they have become more Internet driven - but the one thing that has stayed the same is the fact that the consumer appreciates craftsmanship and quality - two things that should never be compromised.
What is your vision of the North American jewelry market in 2012?
The market has definitely shaken for the better. The beauty of fine jewelry is that they’re investments rather than expenses and most importantly, they become a part of a special moment that you will cherish forever.
How has your company performed in the first half of 2012?
We have been doing really well. We started the year very strong and we will definitely end the year even stronger.
There's the Simon G app for iPhone and iPad available on iTunes. Does it help you drive sales or increase brand awareness? Can you share with us how many people downloaded the app and what are the most popular features?
The app is very popular among our consumers and fans and it certainly does drive a lot of inquiries, resulting in sales. The most popular feature would be the “Try-On” feature, which allows you to virtually try on Simon G. jewelry pieces. The app also allows you to share your favorite designs with friends and family or simply send out an anonymous “Hint-Hint” email to your special someone.
During the recession a lot of retail jewelers survived by selling mostly bridal jewelry as people didn't stop to get married. In the meantime, fashion jewelry sales went down. What's your opinion? What kind of future do you see for the fashion jewelry?
That did in fact seem to be the case with most jewelers. The luxury market is a very sensitive market; however, over the last few years we have learned that the consumer is willing to invest in a luxury piece if they believe the product is of value to them even if the times are tough.
How are you getting ready for the upcoming holiday shopping season?
Having a great customer service is the key to success during the holiday season and just in general. Our staff members have been in this industry for such a long time that they are able to work very efficiently, especially during the busiest season.
Olga Patseva, Editor in Chief of the American Bureau, Rough&Polished
