A Perfect Knot: How Uneek Jewelry and “The Man in the Bow Tie” Are Forging a New Future in the American Midwest
In the world of fine jewelry, a world built on enduring relationships and timeless value, some partnerships feel less like a corporate transaction and more like a destined convergence. It’s an industry where trust is the most precious commodity, and a handshake still carries the weight of a sacred bond. It is within this landscape of personal connection and brilliant artistry that Uneek Jewelry, the Los Angeles-based artisan of bridal and fashion masterpieces, has announced a strategic move that is sending ripples of excitement through the American heartland. The company has appointed Craig Simmons, a man whose reputation for integrity and market acumen precedes him, as its new Regional Vice President of Sales for the Midwest.
This isn’t merely a line item in a quarterly report or a simple change of personnel. This is a story about a brand with a vision, a seasoned professional with a signature style, and a vast, vital region ready for a new chapter of brilliance. It’s the story of a perfect knot being tied between West Coast innovation and Midwest tradition.
The Visionary Brand: The Soul of Uneek Jewelry
To understand the significance of this appointment, one must first understand the soul of Uneek. Nestled in the creative crucible of Los Angeles, Uneek Jewelry, under the visionary guidance of its founder Benjamin Javaheri, has carved a distinct identity in a crowded marketplace. The name itself is a promise: each piece is designed to be as unique as the person who wears it and the moment it celebrates.
Unlike mass-produced accessories, Uneek’s creations are miniature works of sculpture. Their engagement rings are not just settings for a diamond; they are intricate architectures of precious metal and light, often featuring delicate, swooping lines and hidden cascades of smaller gems that reward a closer look. Their fashion pieces blend a bold, red-carpet sensibility with an accessible elegance, making statements that are both powerful and deeply personal. This is a brand that understands that jewelry is not just an adornment, but a vessel for memory and a future heirloom.
For years, Uneek has been a celebrated name, synonymous with meticulous craftsmanship and a design philosophy that marries classic romance with contemporary flair. But as the brand looks to deepen its national footprint, its leadership recognized that conquering a territory as diverse and significant as the Midwest requires more than just a stellar product. It requires an ambassador—someone who not only understands the nuances of the market but who also embodies the very principles of trust and partnership upon which the independent jewelry retail network is built.
The Man in the Bow Tie: Introducing Craig Simmons
Enter Craig Simmons. For nearly three decades, Simmons has been a fixture in the American jewelry scene. But he is known for more than just his longevity and expertise. He is known, quite famously, as “the man in the bow tie.” This signature accessory is more than a sartorial choice; it’s a symbol of his entire professional philosophy. A bow tie is classic, requires attention to detail to get just right, and stands out with a quiet confidence. It’s memorable, approachable, and speaks of a certain old-world charm and precision—qualities that have defined Simmons’s celebrated career.
His journey began not amongst diamonds and gold, but in the world of apparel while he was a student at Wittenberg University. This early experience gave him an invaluable education in the fundamentals of style, the rhythm of seasonal trends, and the art of customer engagement. It taught him how to listen to what a client truly desires, often before they can fully articulate it themselves.
In 1998, Simmons made the pivotal transition to the jewelry industry, joining the esteemed firm Gottlieb & Sons. It was here that he would spend the next eighteen years, a testament to his loyalty and his capacity for growth. He wasn’t just a sales representative; he rose to become the Director of Business Operations. This role placed him at the very nexus of the company’s success, tasking him with far more than just moving product. He was a strategist, a mentor, and a true partner to the hundreds of retailers he served. He understood that his success was inextricably linked to the success of the family-owned jewelry stores in towns from Ohio to Minnesota.
Those who have worked with him speak of his “dedication to client success” not as a corporate buzzword, but as a lived reality. They tell stories of Simmons spending hours on the phone, not to push a new collection, but to help a store owner analyze their sales data. They recall him helping to re-merchandise a showcase to better tell a story, or offering candid advice on a local marketing campaign. He wasn’t just selling jewelry; he was helping to build stronger businesses. This, combined with what Uneek aptly describes as his “warm, approachable personality,” has made him one of the most trusted figures in the industry.
The Strategic Union: Why This Partnership Clicks
The fusion of Uneek Jewelry and Craig Simmons is a masterstroke of strategic matchmaking. Uneek provides the breathtaking, high-quality product that today’s discerning consumer craves. Simmons provides the key—the deep-rooted relationships and market insight needed to place that product into the hands of the most respected retailers across the Midwest.
The Midwest is a unique and often misunderstood market. It is a region of profound contrasts—of bustling metropolises like Chicago and Minneapolis, and tight-knit rural communities where a family name is a business’s most important asset. Consumers here value quality, heritage, and authenticity. They are loyal to the local jewelers who have celebrated their families’ milestones for generations. A flashy, transactional sales approach from an outsider is doomed to fail.
This is where Simmons’s magic lies. He is not an outsider. He has spent decades building a reputation for being an honest broker and a reliable friend. When he walks into a store, he is greeted not as a salesman, but as a welcome colleague. He understands the local economies, the specific tastes of the clientele in Ann Arbor versus St. Louis, and the challenges facing independent retailers in an increasingly digital world.
For Uneek, Simmons is the perfect bridge between their Los Angeles design studio and the display cases of Main Street, USA. He will be the storyteller, translating the passion and artistry behind each Uneek creation into a narrative that resonates with both the retailer and their end customer. He will ensure that the “Uneek” promise is delivered with a level of personal service that feels anything but corporate.
For Simmons, this new role represents a thrilling new chapter. It’s an opportunity to channel his decades of experience into a brand that is dynamic, growing, and perfectly aligned with his own commitment to excellence. He is not just taking on a new product line; he is championing a philosophy of beauty and individuality that he can stand behind with absolute conviction.
A Brilliant Future for the Heartland
As Craig Simmons ties his signature bow tie each morning, he will now be representing more than just himself. He will be representing a promise of unique beauty and unwavering quality to a region he knows and loves. This partnership signifies Uneek Jewelry’s profound respect for the Midwest market and its commitment to empowering the independent jewelers who are the lifeblood of the industry.
It is a collaboration that looks beyond the next sales quarter, aiming instead to build an enduring legacy. It’s about ensuring that when a young couple in Wisconsin looks for an engagement ring that tells their unique story, or a woman in Illinois seeks a piece of fashion jewelry that expresses her individuality, their local trusted jeweler will have a stunning Uneek creation to show them, presented with the passion and knowledge that only a true partner like Craig Simmons can provide. The future of fine jewelry in the American Midwest just got a whole lot brighter.
