Issue Date: Ten Trends For 2010, Posted On: 11/23/2009
Selling Simon G.
What is the Simon G. philosophy?
“Designing jewelry is an all-consuming passion. It’s my hobby. It’s my life.”
Who is the Simon G. customer?
“Our brides are usually 25 to 38-years old, while the women who buy our fashion line are typically 35 to 54. They are affluent, well-educated, and act as influencers in their social circles.”
Who are Simon G.'s celebrity clients?
Taraji P. Henson, Jennifer Love Hewitt, Kim & Khloe Kardashian, Vanessa Minnillo, Rebecca Romijn
What is Simon G.'s message to consumers?
“In our new ‘price tag’ advertising campaign, our goal is to connect to new customers through bold, direct statements that get the point across in a fun way.”
What were Simon G.'s bestselling items in 2009?
The NR109 and MR1000 series are our best selling styles. Of our 2008 special orders, 60% were created in platinum. These days, we find favored styles to be intricate pieces or those priced between $1,200 to $2,000.
What do you tell sales associates who are new to the Simon G. line?
“Spend time with your customers, get to know more about their lifestyles, and let them know that all of Simon G.’s pieces can be customized to suit their needs.”
What was the most successful promotion for Simon G. in 2009?
“We’ve done very well with in-store events, including trunk shows, ladies’ or men’s nights, and bridal parties. Some savvy retailers have partnered with local businesses (such as florists, spas, or restaurants) to build up their customer databases and secure valuable referral business. We’re happy to arrange for in-store training sessions for your sales associates. ”
What's the best way to merchandise Simon G.?
“Keep cases simple to add an air of exclusivity and elevate the value of the pieces. Also, use the tools we provide (such as Simon G. packaging and signage) to connect your store to national branding."
