The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.
How Simon G Reached Millennials at SXSW
The fine jewelry brand had a presence at Austin’s South by Southwest festival to engage and converse with the generation of shoppers.
New York--Simon G. has a new strategy to reach its younger shoppers, and social media is only part of it.
Recently, the fine jewelry brand participated in the South by Southwest festival, where it had a booth at the Create & Cultivate conference series for millennial female entrepreneurs.
Aimed at bringing foot traffic into the space, the booth was set up as a lounge area with snacks, mimosas, free jewelry cleaning, flash tattoos, a henna artist providing custom henna tattoos, and a photo booth with an “Instagrammable” wall as a backdrop with climbing vines and floral accents set against the brand’s new logo.
“Anything that we pushed out then had a reference back to the brand, so it gave us another subtle hint of pushing out our messaging without being in your face,” said Brooke Brinkman, senior vice president of marketing and communications at Simon G.
The booth also had, of course, product from Simon G., but the brand designed it so that the jewelry wouldn’t be the main focus but, rather, would be something visitors discovered on their own.
This was part of the company’s strategy to meet the consumers in a space where they would feel comfortable trying on the jewelry and asking questions about it, especially in regards to price, she said.
“The millennial audience wants to discover, so give them the opportunity to discover it. Put it in a place that’s pretty easy to be discovered but doesn’t feel forced.”
Simon G. partnered with a local Austin designer to create a booth relevant to its targeted audience, which also meant they could publicize it to blog and publications that focus on home décor and lifestyle, reaching consumers in a sector where they weren’t used to seeing Simon G.
The booth also allowed the brand the opportunity to hear which design elements of its jewelry the consumers enjoyed and to see what they already were wearing, helping influence future designs, especially for fashion pieces.
“The millennial audience wants to discover, so give them the opportunity to discover it. Put it in a place that’s pretty easy to be discovered, but it doesn’t feel forced.” -- Brooke Brinkman, Simon G.Brinkman noted that while bridal is Simon G.’s bread-and-butter, fashion jewelry is a growing opportunity for the brand, especially as they launch jewelry that can be worn throughout the day, like versatile pieces that can be layered.
She
“I think a lot of people in our industry feel that to reach this millennial audience they have to lower prices, and that’s absolutely not the case.”
Brands and stores just have to find the space in which to meet them, she said.
Simon G., for its part, has revamped its strategy to engage consumers in ways with which its retail partners still are comfortable.
Over the last two years, it has made a conscious shift to “continue in traditional realms, but in a little bit of a different way.”
This includes experiential opportunities, like the South by Southwest booth, that are part of the brand’s latest strategy to reach millennials in the spaces in which they are familiar and already present.
“In those experiential opportunities, the jewelry is not necessarily our primary focus. It’s there, but what we find is by making it a secondary focus, it ends up being something everybody engages in,” Brinkman said.
The brand’s ads also have changed quite significantly, moving away from product shots and models wearing the jewelry to more of an “Instagram” feel, Brinkman said, pairing the jewelry with other lifestyle products under the new tagline “Your life. Your style.”
Brinkman said this move was designed to reflect the changing mindset of today’s consumers, specifically in that they want purchases to reflect more about them as a person.
The brand also has started to focus more on regional campaigns, including radio and television, but also experiential popups and influencer events in the markets it wants to build.
Simon G. will work closely with its retailer partners, not only on social media best practices and providing them with content, but also in connecting them directly to influencers in their local market who can help push out their messaging to millennials.
The Latest
He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.
The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.
There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.
A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.
Ho Brothers offers scalable solutions for the future of custom jewelry.
The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.
Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.
The former WJA executive director is MFM’s new managing director.
DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.
Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.
The Florida store’s owner Miguel Gonzalez is retiring.
The lab stresses the importance of accurate identification, as the difference in price is “substantial.”
The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.
One is reserved for a NAJA member, the other for a non-member.
Longtime employees Carie Lehrke and Megan Mattice have received promotions.
Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.
Chris Clipper and Robert Lepere join the company with 50 years of combined experience.
The trendy, metallic earrings wink at classic spring colors.
JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.
The miner’s March auction generated $19 million.
Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.
“Chopard x Julia Roberts” showcases the first gems cut from the 6,000-carat-plus “Insofu Emerald."