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Luxury US jeweller targets Australia

A Californian fine jeweller with a celebrity following has set its sights on conquering the Australian market.
Set to launch at the International Jewellery Fair in Sydney later this month, Simon G markets itself as an “affordable luxury brand”. The jeweller works in 18-carat rose, yellow or white gold, as well as platinum, with natural pink, yellow and white diamonds.

The company is not looking for an Australian distributor; instead, it intends to manage the expansion from its Californian head office.

Simon G’s wholesale business is made up of 40 per cent fashion and 60 per cent  bridal jewellery. So far, it has only been distributed in the US and Canada.

Simon G marketing co-ordinator Brooke Brinkman said the company believed there was a gap in the market. “We feel the product will fill a void in the [Australian] marketplace. The designs are recognised for having a retro, vintage feel and appeal to women and men of all ages.”

Simon Ghanimian established the manufacturing jewellery business 30 years ago in Los Angeles when he emigrated to the US from Lebanon.

The company’s website states: “In the beginning, it was just my wife, Silvia, and me. Now, there are 60 people working here. We have designers from all around the world and our work is sold in over 900 locations.”

The brand works with American celebrities including the Kardashians, Emily Blunt, Nikki Reed, Rebecca Romijn, Terry Seymour and Melissa Rycroft, and Simon G’s jewellery has been singled out in the pages of a number of US consumer magazines.

In the US, the brand has just launched a line of sustainable fashion jewellery in partnership with Global Green USA – the American arm of President Gorbachev’s Green Cross International, which was founded in 1994.

More reading:
International brands to launch at Sydney fair

More information:
International Jewellery Fair

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