On Color and Ed Simonian​​

​

Shortly after buying this company in 1989, I paid a visit to one of my favorite customers, Ed Simonian Jewelers. Ed owned a smallish store on ritzy Michigan Avenue in Chicago - he was smart, funny, tough and loyal, and he used a very unique packaging color – Royal Ink Velvet. While the industry was in the midst of a gray packaging revolution, Ed held steadfastly to Royal Ink.

​

As we chatted at one of his counters, in walked an elegant, middle-aged woman dressed in a floor length, mink coat. She gushed as she greeted Ed, “Oh, Ed – thank you, thank you, thank you! As soon as I saw that blue box under the tree, I knew it was going to be an Ed Simonian Christmas!”

 

An Ed Simonian Christmas? What was going on here? Well, I had just been schooled in branding a business – via color. By steadfastly merchandising in Royal Ink – a unique color that few used – especially a big box store – Ed built a brand, differentiated himself from his competition and made a bold statement about his fashion-forward business. Where packaging styles and shapes may change with the fashion, one merchandising element should hold fast - your signature color.

​

Think about the jewelry, fragrance, cosmetic and woman's accessory purveyors that discriminating consumers admire – now think about their merchandising colors. Aside from Chanel, there's not much black, white or gray – what you do see are oranges, Robin’s Egg Blue, ruby red, gold, teal, pinks, aquas, greens and purples - colors that appeal to your primary customers - women.

​​

Our competitors primarily distribute pouches in commodity colors: black, gray, blue, burgundy, cream and white. While we sew these, also, our bread-and-butter is sewing in hundreds and hundreds of fashion-forward colors – and I'd bet there's one with your  name on it. A color that will help you brand and differentiate your business – just like Ed's.

 

How to make this happen? Visit our gallery here​ to get some colorful inspiration, or have a look at our color charts here. Or give us a call at 800-828-2163 for a personalized tour of our program, and to request some free samples as well.