Majors

How Simon G Reached Millennials at SXSW

MajorsApr 12, 2017

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.

20170412_Simon-G-SXSW.jpg
Simon G’s booth at South by Southwest included a Henna artist, snacks and a jewelry cleaning station, among other things. There also was some product, but it was positioned in a way that allowed visitors to find it on their own, the brand said.

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
added that growing the fashion category is not bringing down the brand’s average price point.

“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.


Simon G had a henna artist at its SXSW booth who was creating custom tattoos for visitors.

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.
Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

GIA iD100® Technology
Supplier BulletinJul 03, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Shree Ramkrishna Exports
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-Negative

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

Yeprem Golden Strada Statement Necklace
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From Yeprem

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Stock image of police cars with their lights on
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Weekly QuizJul 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Exterior and entryway of Boucheron’s Los Angeles Flagship
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast Flagship

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

Exterior of Marco Bicego Milan Flagship
MajorsJul 02, 2025
Marco Bicego Opens Milan Flagship

The new location continues the brand’s celebration of its 25th anniversary.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Chrono24 Time Is Our Thing campaign image
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New Campaign

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

Bernadette Mack
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive Director

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Counterfeit Pandora jewelry in bags and boxes
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Elie Hannoush
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy