CASE STUDY
Simon G Spring Bling
Simon G Jewelry reintroduced its iconic luxury brand to the U.S. market through a multi-dimensional experiential campaign titled "Spring Bling". Held at The Palazzo Las Vegas, this single-day, high-impact activation blended entertainment, fashion, and philanthropy to drive media buzz, influencer engagement, and brand visibility. With strategic partnerships across InStyle, iHeartMedia, and top-tier celebrity hosts and performers, the event captured significant earned media and social media impressions, positioning Simon G as a revitalized force in fine jewelry.
THEIR STORY
Founded by Armenian-American designer Simon Ghanimian, later known as Simon G, the brand was built from the ground up with a deep appreciation for craft, detail, and authenticity. After immigrating to the U.S. with $200 and aspirations to become an engineer, Simon discovered a love for jewelry-making while working in New York's diamond district. Over time, he developed a respected design aesthetic and built a luxury brand now carried in over 900 North American stores, beloved for its handcrafted artistry.
" Steve Nguyen and the SNA Team delivered a transformative relaunch for Simon G that honored our legacy while propelling us into a new era of cultural relevance. From the visionary Spring Bling experience at The Palazzo Las Vegas to high-impact partnerships with InStyle and iHeartMedia, their ability to craft an immersive, multi-dimensional campaign was nothing short of remarkable. Their strategic approach seamlessly blended fashion, entertainment, and philanthropy, allowing us to reach new audiences, strengthen industry relationships, and reestablish our position in the luxury market. We are truly grateful to the SNA team for their creativity, dedication, relationships, experience, execution, and unwavering commitment to excellence. "
SIMON GHANIMIAN
CEO & FOUNDER, SIMON G
THE CHALLENGE
Simon G, a beloved legacy brand known for its artisanal craftsmanship and design heritage, faced the critical task of reintroducing itself to a new generation of luxury consumers. In a saturated market dominated by both long-established houses and emerging direct-to-consumer disruptors, the brand needed to modernize its image without compromising its authenticity. The challenge was to reposition Simon G as a culturally relevant, fashion-forward, and emotionally resonant brand—one that could spark conversation across media, influence tastemakers, and reconnect with both loyal and untapped audiences. To achieve this, Simon G required a bold, multi-channel campaign that would break through traditional jewelry marketing by tapping into entertainment, fashion, and lifestyle ecosystems.
Key Challenges:
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Modernize brand perception while honoring the brand’s legacy of craftsmanship and heritage.
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Differentiate in a competitive market filled with luxury incumbents and digital-native jewelry startups.
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Engage a younger, style-conscious audience that values cultural relevance and storytelling as much as product quality.
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Break out of niche and trade media coverage by generating national lifestyle, fashion, and entertainment buzz.
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Drive influencer and celebrity participation to increase credibility and social media amplification.
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Create an immersive, press-worthy launch moment to debut the new jewelry collection in a way that sparks engagement across platforms.
THE SOLUTION
COURTESY OF SIMON G
KRIS JENNER & VANESSA LACHEY HOSTS
SIMON G'S SPRING BLING
CHANNELS + SERVICES
To revitalize Simon G’s presence in the U.S. luxury market, a multi-layered experiential campaign was crafted to seamlessly blend fashion, celebrity influence, media partnership, and philanthropy. Centered around the high-profile “Spring Bling” event at The Palazzo Las Vegas, the strategy focused on creating cultural relevance and amplifying visibility across fashion, entertainment, and lifestyle sectors. By aligning the brand with recognizable names like Kris Jenner, Khloé Kardashian, and Vanessa Lachey, and integrating partnerships with InStyle and iHeartMedia, the campaign delivered a high-impact, content-rich experience. The approach created emotional resonance and social virality while providing press-worthy visuals and moments, positioning Simon G as both timeless and newly relevant.
Key Strategic Solutions:
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Produced “Spring Bling”, a star-studded runway show and musical benefit at The Palazzo Las Vegas, to launch the new Simon G jewelry collection.
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Partnered with InStyle and iHeartMedia to drive national media coverage and cross-platform amplification.
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Engaged celebrity hosts and performers including Kris Jenner, Khloé Kardashian, Vanessa Lachey, ALL-4-ONE, Sara Bareilles, and Colby O’Donis to enhance cultural cachet and press appeal.
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Integrated fashion by designer David Alexander into the runway experience to connect jewelry to broader fashion trends.
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Activated a curated VIP InStyle Suite luncheon for influencers and media prior to the main event to foster exclusive engagement.
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Delivered a multi-touchpoint experience that spanned pre-event activations, a live show, and a hosted after-party—all in one impactful day.
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Aligned the event with a philanthropic cause, benefitting the Lili Claire Foundation, to reinforce Simon G’s brand values and community impact.
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Designed immersive photo and media moments throughout each activation to maximize social sharing and earned media coverage.
SHINE BRIGHT LIKE A DIAMOND
The “Spring Bling” campaign successfully reignited national awareness and cultural relevance for Simon G, positioning the brand at the intersection of luxury, entertainment, and philanthropy. The event generated widespread media coverage across top-tier national, local, and trade outlets—including Entertainment Tonight, E! News, Forbes, WWD, and InStyle—garnering over 735 million media impressions. Social media buzz was equally impactful, with over 140 million impressions and 2.8 million engagements across platforms such as Instagram, TikTok, Facebook, X, and YouTube, driven by celebrity involvement from Kris Jenner, Khloé Kardashian, Vanessa Lachey, and others. The campaign achieved a true reach of more than 40 million, amplified organically through influencer posts and media sharing.
In the weeks following the launch, Simon G experienced a measurable surge in visibility and consumer engagement, including a 3x increase in search volume, a spike in retailer inquiries, and renewed industry interest. More than a successful product reveal, Spring Bling redefined Simon G’s place in the modern luxury market—bridging heritage with pop culture and proving that, with the right storytelling and star power, a legacy brand can sparkle brighter than ever.
PERFORMANCE
735M+
147+
140M+
MEDIA IMPRESSIONS
MEDIA PLACEMENTS
SOCIAL MEDIA IMPRESSIONS
PARTNERSHIPS
MEDIA PARTNER
INSTYLE
MAGAZINE
OFFICIAL
MEDIA
PARTNER OF
SIMON G
SPRING BLING
EVENT
ALL-4-ONE AT THE INSTYLE SUITE AT THE SIMON G SPRING BLING EVENT
TO BENEFIT THE LILI CLAIRE FOUNDATION
