In episode 509 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Zaven "Zee" Ghanimian, CEO, and Brooke Brinkman Ghanimian, chief operating officer of Simon G. Fine Jewelry, a leading fine jewelry brand known for innovation, craftsmanship, and timeless design. Listen in as they share the origin story of the family-owned-and-operated business (0:55), why maintaining quality through in-house design and manufacturing is critical (3:30), and their personal connections to the brand (4:40). Simon G. has taken a different path from many modern jewelry brands by prioritizing independent retail partners over a heavy direct-to-consumer strategy. Zee and Brooke discuss that retailer-first philosophy (7:30) as well as Simon G.'s unconventional approach to e-commerce that benefits local jewelers (9:45).
Additionally, the Simon G. executives discuss balancing technology such as artificial intelligence with the in-store experience (13:30), responding to shifts in the jewelry industry with consumer education and product diversity (16:10), and the product consistency, control and agility provided by the business' vertically integrated structure (19:30). Lastly, the Ghanimians touch on their growth goals for Simon G. Fine Jewelry to stay relevant without losing the soul of the brand (23:30).
Zaven “Zee” Ghanimian is the CEO of Simon G. Fine Jewelry. With a passion for both artistry and strategy, Zee oversees global operations, product development, and growth initiatives across Simon G. and its sister brand, Zeghani. Under his leadership, the company continues to expand its reach with new collections, strategic retail partnerships, and a focus on emerging consumer trends such as lab-grown diamonds and platinum innovations. Beyond jewelry, Zee is an active entrepreneur involved in luxury trading, real estate ventures, and community development projects. A pilot and aviation enthusiast, he brings the same precision and vision from the cockpit to the boardroom.
Brooke Brinkman Ghanimian became involved with the jewelry industry immediately following college and over the past 24 years has held positions in the industry that include retail store owner, speaker, director of sales, vice president of marketing and communications, and COO for agencies as well as both national and international brands and organizations. Recognized as an agent of change, Brinkman has successfully challenged people within the companies and organizations she has been associated with to think outside the box in order to shift culture and strategy to achieve desired goals. Empowering people to be their best, Brinkman has created highly productive and efficient teams and built successful brand partnerships which continue to achieve strong financial growth and increased awareness. In her current position as COO for Simon G. Fine Jewelry, Brinkman’s experience has helped lead the transformation from jewelry manufacturer to global brand, developing successful brand partnerships, a highly trafficked e-commerce website, and a widely recognized and successful national advertising campaign. Brooke resides in Encino, CA with her husband, Zaven, and three daughters.
