The entertainment industry in 2023 is celebrating the 50th anniversary of hip-hop, a defining force in music and culture, and jewelry designer Simone I. Smith says she is going to elevate and enjoy this much-deserved recognition.
The founder and designer of a self-named jewelry company is honoring that half-century anniversary with her latest collection, Majesty, which debuted June 1. Smith says her muses include her husband, the beloved rapper and actor LL Cool J (real name: James Todd Smith), and their son, Najee Smith.
“I wanted to pay homage to the anniversary—the culture of hip-hop set the tone for fashion over the past 50 years. I also wanted to bless men with Cuban chains, rope chains, medallions, and more,” Simone I. Smith says. “This is jewelry fit for a king.”
Smith also has a new partnership with Daniel’s Jewelers that is putting her brand in its 120 locations nationwide. Daniel’s carries Smith’s new King men’s line as well as an array of Simone I. Smith women’s jewelry. She will add new pieces and collections at Daniel’s stores seasonally.
While Majesty pieces are designed for men, anyone can wear them, says Smith, pointing out that she wears a Majesty bracelet as an anklet.
“Every design has a story,” says Smith, who started her brand in 2011. Designing jewelry is a creative outlet for her, but having her children and husband involved is what makes her work so satisfying, she says.
“I wanted to be the designer women could depend on to bless them with great hoops,” Smith says. She began her company with hoop earrings, hoping to design ones that were a quality product that felt elegant. Many hoops available at the time were inexpensively made, Smith says, and she wanted to offer her clients earrings and other jewelry that celebrated their style.
She partnered with jewelry industry veteran Ronny Seliktar, who now serves as her brand’s CEO, to design its men’s and women’s jewelry, which includes her signature hoop earrings as well as rings, bracelets, necklaces, and watches.
Smith says she is excited to work with Daniel’s Jewelers, the nation’s fourth-largest independent jewelry company. Headquartered in Culver City, Daniel’s has been in business since 1948 and is on its third-generation owners. Smith’s jewelry also is sold in major department stores, including Macy’s.
The designer says that she is proud of where her brand is today, and that collections such as Majesty show her growth. “I’m looking forward to stopping guys and saying, ‘That’s a Majesty piece,’” Smith says.
Top: Rapper LL Cool J and Najee Smith, designer Simone I. Smith’s husband and son, were her muses for the new Majesty collection. (Photos courtesy of Simone I. Smith)
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