GLENDALE, CA — As the pandemic continues to affect the jewelry industry, Simon G. Jewelry announced that it will begin direct-to-consumer sales at SimonGJewelry.com, with a portion of profits benefiting the retailer located closest to the customer.
“We’ve discussed shifting to direct to consumer in the past and knew what a big step it would be for the brand,” said CEO Zaven Ghanimian. “Our retail partners are the foundation of our business and to make an extreme adjustment would have to positively impact them. We came up with a strategy that gives the consumer direct access but still benefits those brick and mortars that build our business.”
The program began May 11.
Simon G. was founded in 1981 by Simon Ghanimian, who is still involved in the business today as lead designer and works alongside his sons Zaven and Hratch, who oversees production. For close to four decades, Simon G. has thrived through its strong retail relationships across the U.S. and beyond. Partners include Robbins Brothers, Diamonds Direct, Smyth, Roman Jewelers.
According to the release: “To ensure they’re meeting the expectations of their community and supporting their partners, Simon G. has implemented a policy where the profit of every order purchased through their website will go to the retailer located closest to that customer. The brand plans to keep this change in place for the foreseeable future.”
Zaven Ghanimian said: “The core of the Simon G. community is our customers. We work tirelessly to make sure we’re providing the best possible product and customer service. As a B2B business, we reach our customers through our local jewelers who have become valuable, trusted partners that we have long standing relationships with. This shift in our business is to benefit them first and foremost, and we’re excited to connect with our flourishing audience directly.”