Share and share alike
Although a young company, it has access to two decades’ of experience. But a red-carpet name like Simon G backing up the venture is only part of the story. The other part is the fact the two companies share all the expenses, 20 staff members in Los Angeles, and manufacturing resources overseas. Not only does this help keep product costs down, but it also means the craftsmanship is the same, regardless of which company’s jewellery is coming off the bench.
With 450 independents on both sides of the border carrying Zeghani by Simon—75 of which are in Canada—the focus remains on artistry and technique to meet consumer expectations when it comes to feeling they’ve gotten the most bang for their buck. All its jewellery—designed by a team of five, including Simon—is cast in multiple pieces and assembled by hand, allowing for easier access to areas that might not otherwise be reachable for cleaning and finishing.
Henry, the company’s vice-president, oversees the production and product development end of things. With every piece of jewellery that passes through the 10 quality-control steps before leaving the facility, he is reminded of his father’s dedication to ensuring even the smallest of design details are as they should be.
“We try to give each piece that ‘Zeghani’ look across the board,” says Henry, referring to the company’s fashion line. Standard cuts and calibrated sizes steer clear of the collection’s big, bold gemstones in equally bold colours.
Design aspects like these are appreciated by consumers, the brothers say, even the ones without a set budget in mind. Disposable income, these days, is not an indication the client will not seek out the most value for their money, explains Zaven, a graduate gemmologist who grew up learning the art of making jewellery from his father. The challenge is effectively communicating the difference between a good-quality piece of jewellery and a no-name bargain deal whose manufacturing may be questionable.
Getting that message across, of course, partly comes down to a retailer conveying the difference to a consumer face to face. While Zaven acknowledges a brand name can help lure potential clients to the counter, he is also quick to praise the power of social media for creating a buzz.
A quick scan of Zeghani by Simon’s Facebook page reveals nearly 31,000 ‘likes’ and daily postings of the latest designs meant to entice consumers and create a dialogue about what works and what doesn’t. A recent contest aimed at growing their fan base had users getting a chance to win an amethyst pendant when they ‘liked’ the page and shared it. Â
“We try to engage the fans as much as we can,” Zaven says. “We try to get their insight, their approval. We like to challenge their minds a little bit and ask them questions to make them think about certain subjects or issues. Â
“Social media gives us a direct connection with someone who is interested in a piece of jewellery we make. When we do a trunk show, we announce it on Facebook and it drives people to retailers.”
