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Brand News: Simon G. Launches B2C Program; Ovadia Makes Face Shields; Fope, Alex Velvet Reopen May 13, 2020 (0 comments)


Simon G. Launches Consumer Sales Program With Retailer Share 

Glendale, CA—Simon G. Jewelry has implemented a new program to help benefit its retailers who are closed or operating with reduced capacity during the coronavirus pandemic. 

This week the brand began selling direct to consumers on, with a portion of profits of each sale going to benefit the retailer located closest to the purchasing customer. The brand plans to keep this change in place for the foreseeable future. (Image: an ad in the program).

“We’ve discussed shifting to direct to consumer in the past and knew what a big step it would be for the brand,” says second-generation CEO Zaven Ghanimian. “Our retail partners are the foundation of our business and to make an extreme adjustment would have to positively impact them. We came up with a strategy that gives the consumer direct access, but still benefits those brick and mortars that build our business.” Simon G. is sold in approximately 800 retailers nationwide, including such retailers as Robbins Brothers, Diamonds Direct, Smyth, and more.

“The core of the Simon G. community is our customers. We work tirelessly to make sure we’re providing the best possible product and customer service. As a B2B business, we reach our customers through our local jewelers who have become valuable, trusted partners that we have long standing relationships with. This shift in our business is to benefit them first and foremost, and we’re excited to connect with our flourishing audience directly,” said Ghanimian. 

Simon G. was founded in 1981 by namesake Simon Ghanimian, who remains involved in the business today as lead designer. His sons Zaven, CEO, and Hratch, who oversees production, work alongside him.The brand has been worn by celebrities such as Kristen Bell, Nina Dobrev, Emily Blunt, and more.


FOPE Reopens Vicenza Factory

Vicenza, Italy—FOPE has reopened its headquarters factory in Vicenza, Italy. The headquarters facility has been closed since mid-March in line with the lockdowns throughout Italy. Manufacturing ceased, but FOPE’s finance, marketing, and sales departments worked remotely to continue supporting retailers in the United States.  

Now that Italian government officials have given the green light for factories to re-open, FOPE opened its doors on May 4, implementing all the health and safety precautions required by Italian law. The brand’s offices and factory are fully compliant with social distancing measures in place. 

FOPE CEO, Diego Nardin said, “We have implemented all the necessary procedures in order to guarantee a safe and healthy work environment. The FOPE factory is designed to provide plenty of room and comfort for all of our employees, therefore the social distancing measures have been relatively easy to introduce for all staff, from operating our machinery to working at the benches. The company has taken this opportunity to re-open very seriously: we have a great responsibility towards our staff and we have planned our comeback accordingly.”

FOPE’s American team remains temporarily in lockdown, but fully operative remotely.

A FOPE employee gets a temperature check before reporting to work, above, while another poses with mask at the gold-rolling machine.


Jewelry Display Manufacturer Retools To Make PPE For Medical Workers

Little Falls, NJ—Ovadia Corp., a long-time manufacturer of jewelry displays, has retooled its facilities to produce face shields, a vital piece of personal protective equipment (PPE), to support medical workers against COVID-19. 

When company president Sue Ovadia learned about the shortage of PPE for medical workers, her first question was, “How can we help?” Within days, she and her sons, Michael and Steven, finalized a design for medical face shields, shown to be up ton 96% effective in preventing the spread of the virus. The Ovadias launched a fundraiser, sourced materials, and began distributing PPE to those with the greatest need in the COVID-19 “hot zone” of New York, New Jersey, and Connecticut. 

Ovadia’s initial run of PPE was funded through generous donations—including from many jewelers across the United States—and distributed to hospitals, nursing homes, and first responders. To date, $25,000 in funds have been raised, with over 5000 face shields donated. The campaign is also helping the business to keep operating as jewelers worldwide have temporarily locked down. 

U.S. representative Mikie Sherrill (D, NJ-11) joined volunteers this month to help deliver PPE donations from Ovadia. 

“I am so impressed with how Ovadia Corporation stepped up to help our frontline workers in need,” said Sherrill. “The Ovadia family is truly an example of New Jersey innovation and heart, of how local businesses in our community are taking their manufacturing expertise to do good at this unprecedented time.”

Ovadia, which has over 30 patents to its credit, has also sought to redesign a face shield that is more effective, comfortable, and reusable. The patent-pending design was deemed as cutting-edge by multiple doctors in their area.

“My team has piloted a number of face shield designs since the COVID pandemic began, and these [Ovadia’s] are the clear favorite by both our clinical staff and hospital administrators.  The reasons given by our staff include their comfort and ease of use, as well as their durability,” Dr. David Rainosek, CHI of St Vincent’s Hospital group in northern New Jersey.

The COVID donation campaign is winding down, but Ovadia is also making their face shields available to the jewelry industry as it reopens. They are also continuing production of their jewelry displays as well as the face shields.


Alex Velvet Reopens

Los Angeles, CA—Display company Alex Velvet has announced it’s back in business. “We want to assure you that we take the health and well-being of our community, customers, and employees very seriously. We will follow guidance from public health officials and government agencies, so we can continue to support our customers and communities as needed,” read a release from the company. Contact them at (323) 255-6900 or

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