Simon G. Jewelry began dabbling in the men’s business about five years ago. Now it’s ready to go full force with the launch of its first men’s collection this fall.
The Glendale, Calif.-based company, which got its start in bridal, first began exploring what it could offer men beyond wedding bands by testing larger bands, and saw strong interest.
“What we came to find several years ago is that a lot of the men who were purchasing jewelry for their soon-to-be wife and even some of the same-sex couples purchasing from us, were interested in bands as opposed to just engagement rings,” said vice president of marketing and communications Brooke Brinkman, who is overseeing the men’s division. “Our men’s band business took off. As we study SEO, we’re seeing there’s a great deal of search for men’s jewelry.”
The company, when looking at January through June of this year, saw unique sessions to the landing page for men’s rings jump 1,355.27 percent from the same period last year. Sessions for men’s bracelets were up 77.27 percent for the same six-month time frame this year compared with last year.
Simon G. has built a business around 18-karat and fine platinum, giving the company’s executive team slight pause as to whether there was space for the brand, with much of the men’s market dominated by fashion jewelry rather than fine, Brinkman said. Ultimately, based on its own tests and analytics, the company decided to press forward and also introduce a collection that will see the melding of fine with alternative materials, such as rubber, wood and enameling. The collection ranges from $1,000 to $6,500.
That experimentation in mixed materials is not something the company has even dabbled in on the women’s side, where the approach to expand the offering has been more so focused on modernizing classic designs.
Retailers previewed the men’s fall collection at the recently ended JCK Las Vegas trade show and Brinkman said the response was positive. Getting into men’s could also help the company open new retail accounts.
“It does give us the opportunity to look at more partners who have more specialized businesses,” she said. “We’re seeing men’s grooming locations pop up where they’re offering a very elevated experience and so they’re looking for product. We are also seeing opportunities for new retail partners who are focused more on this male audience.”
Executives don’t currently see the men’s business surpassing women’s, but according to Brinkman, the collection has yet to launch and the market is also slowly changing.
“Traditionally, jewelry has been looked at as a gift to women,” she said. “We’d love to be able to make that known for men as well. Currently, watches play such a big role in the gift-giving opportunities for men. We also have a very strong foothold in a lot of rural markets where this is a very new concept for them where men are wearing more than just a wedding band, so it’s going to take some time.”