SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
TechnologyJul 17, 2019
How Simon G. Used Local Influencers to Support its Retailers
The partnerships were part of a multi-pronged approach to drive traffic to in-store trunk shows.
This shot from influencer @oliamajd came as part of Simon G.’s social media campaign to support several retailer’s in-store events.
Glendale, Calif.—Simon G.’s latest marketing endeavor saw the fine jewelry brand leverage its social media strength to support some of its retail partners.
Last May, the brand launched a multi-pronged marketing approach to support key store events across the country at five of its retailers, including Collins Family Jewelers in San Diego, Almassian Jewelers in Grand Rapids, Michigan, and Ben Garelick Jewelers in Buffalo, New York.
For each, the brand created what it referred to as a “social media moment,” hosting trunk show events that were promoted through local influencers posting concurrently with paid advertising by Simon G.
The brand wanted to show its retail partners ways to successfully utilize social media and influencers to transform business, Simon G. Vice President of Marketing and Communications Brooke Brinkman said in an interview with National Jeweler.
Simon G. has a strong influencer program of its own, she confirmed, so the brand dipped into its budget to cover 100 percent of the costs associated with the retailer influencer campaign.
Choosing the Right Partners
Simon G. wanted to ensure the influencers they chose were relevant. They focused on fashion and lifestyle influencers with compelling content, a strong local following and high engagement to help promote the trunk shows on their platforms.
RELATED CONTENT—The PR Adviser: How Can I Find Local Influencers?“We want to make sure that the content that they’re posting does represent luxury, is authentic, that they’re someone who would truly wear the product and that it’s not someone who just has a strong audience but is posting about lip gloss and water,” Brinkman said. “That’s not necessarily the person we want promoting events. We want to make sure the content they’re putting out truly does resonate with the audience.”
The goal, after all, wasn’t just awareness of the brand and the event coming up at the local retailer, but to drive traffic to said event.
They asked the influencers to not only promote the trunk shows ahead of time but also to attend them, providing behind-the-scenes content shots of the new collections.
The partnership included influencers like @oliamajd (430,000 followers), @thegrguide (17,200 followers) and @matalasi_ (13,100 followers).
View this post on InstagramA post shared by The GR Guide (@thegrguide) on May 8, 2019 at 6:30pm PDT
On the retail side, the brand relied on its sales team to identify retailers that not only could use the help but also would be open to the approach and willing to provide real feedback to Simon G. about what worked and what didn’t.
Editors' Picks
Sponsored by
They looked at retailers, Brinkman said, that held the trunk show every year to allow for a year-over-year comparison, as well as those that held the event sporadically or didn’t put as much behind it to see how the additional support benefitted it—or didn’t.
Adding Another Layer
To boost the influencer aspect and expand the overall reach, Simon G. also developed a weeks-long social media paid advertising campaign on its own platform to run while the influencers were posting.
This comprised a three-tier approach designed to connect with consumers along the path to purchase.
The following week the ads looped in the retailers, telling the consumer where they could find Simon G. in their area.
The third and final week had an actionable message: here’s a specific event to attend.
Brinkman said Simon G. has seen the best results in social campaigns when the paid ads work in tandem with an influencer campaign.
Lessons Learned
Last year, the brand launched its “Committed” marketing campaign, designed to speak to a category of jewelry rather than focus on specific products, in hopes of communicating a broader message to consumers.
In a similar manner, this spring’s influencer campaign helped Simon G. show retailers the new ways consumers want to receive their information that don’t involve traditional shots of jewelry pieces, Brinkman said.
It appears both Simon G. and the retail partners found it a success.
The entire campaign accrued 873,547 impressions (how many times the content was displayed) with an average of about 3 percent engagement (measuring shares, likes and comments) and 15,482 likes.
Of the five influencer-promoted trunk shows, Simon G. said that Collins Family Jewelers of San Diego was the most successful.
“It was an amazing plan of attack. I loved the organization and methodical planning to target the audiences.”
She said that though many of the people who bought during the event were their regular customers, they loved the buzz and ahead of it and the way the influencers were live posting from the trunk show.
Collins added that Simon G. and the retailer are on the same page when it comes to evolving their marketing strategy.
“The way of the future is heavily related to online presence … Local jewelers and small business need to partner with big, savvy businesses like Simon G. to make sure they are getting the best exposure possible, especially on social media when every impression counts.”
And what she learned?
“You can’t get your name out there enough.”
Simon G. will build on the program in 2019, it said, adding in a paid element for online and out-of-home advertising.
Adding Another Layer
To boost the influencer aspect and expand the overall reach, Simon G. also developed a weeks-long social media paid advertising campaign on its own platform to run while the influencers were posting.
This comprised a three-tier approach designed to connect with consumers along the path to purchase.
RELATED CONTENT: How Simon G Reached Millennials at SXSWThree weeks out from the trunk show, the paid social ads consisted primarily of branded advertising in the retailers’ local markets.
The following week the ads looped in the retailers, telling the consumer where they could find Simon G. in their area.
The third and final week had an actionable message: here’s a specific event to attend.
Brinkman said Simon G. has seen the best results in social campaigns when the paid ads work in tandem with an influencer campaign.
Lessons Learned
Last year, the brand launched its “Committed” marketing campaign, designed to speak to a category of jewelry rather than focus on specific products, in hopes of communicating a broader message to consumers.
In a similar manner, this spring’s influencer campaign helped Simon G. show retailers the new ways consumers want to receive their information that don’t involve traditional shots of jewelry pieces, Brinkman said.
It appears both Simon G. and the retail partners found it a success.
The entire campaign accrued 873,547 impressions (how many times the content was displayed) with an average of about 3 percent engagement (measuring shares, likes and comments) and 15,482 likes.
Of the five influencer-promoted trunk shows, Simon G. said that Collins Family Jewelers of San Diego was the most successful.
RELATED CONTENT—The PR Adviser: Finding Local Influencers, Part IISecond generation jeweler Briana Collins said they gained followers on the retailer’s Instagram and Facebook page during the promotion but also saw a lot of traffic come to the store during the trunk show.
“It was an amazing plan of attack. I loved the organization and methodical planning to target the audiences.”
She said that though many of the people who bought during the event were their regular customers, they loved the buzz and ahead of it and the way the influencers were live posting from the trunk show.
Collins added that Simon G. and the retailer are on the same page when it comes to evolving their marketing strategy.
“The way of the future is heavily related to online presence … Local jewelers and small business need to partner with big, savvy businesses like Simon G. to make sure they are getting the best exposure possible, especially on social media when every impression counts.”
And what she learned?
“You can’t get your name out there enough.”
Simon G. will build on the program in 2019, it said, adding in a paid element for online and out-of-home advertising.
More on Technology
The Latest
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
