CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
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.
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
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
