Innovation

Simple Chic’s innovation centers on creating meaningful, customizable jewelry that allows people to “wear their story.” The business was among the first in Alberta to introduce permanent jewelry, a trend inspired by the U.S. market, and quickly became a leader in this niche. This innovation transformed the company from a small startup into a rapidly growing brand.

Beyond design, Simple Chic integrates sustainability into its entire production chain. The company sources metals, stones, and pearls responsibly from trusted global suppliers in countries such as Japan, China, the U.S., and Brazil. Every supplier undergoes background checks to ensure fair labor practices and ethical operations. Additionally, Simple Chic recycles leftover and damaged metals, using only North American gold-filled chains and Italian sterling silver to maintain quality and sustainability standards.

The business also handcrafts approximately 25% of its jewelry in Canada, collaborating with local artisans to minimize environmental impact and promote community engagement. This hybrid production model combines global efficiency with local craftsmanship, ensuring sustainability and empowerment coexist within their operations. 

Inspiration

Zhang was inspired by the desire to make jewelry more personal, meaningful and lasting beyond traditional accessories. Noticing how customers often associate their jewelry with a story or emotion, this pushed the idea of creating a way for all people to be able to “wear their story” and express themselves more creatively.

Permanent Jewelry was a perfect way to represent Simple Chic’s core vision. Creating a modern, minimal and sentimental way to celebrate relationships, milestones and memories. Bringing in together friends, family and even one’s own achievements just that much closer to their hearts. This also aligns with Simple Chic’s focus on simplicity, quality and connection. Seeing the importance of providing a more customized and experiential experience to the industry where customers could be a part of the design process motivated the introduction of Permanent Jewelry to Alberta. 

Overall impact

Short-term Impact:

Immediately drew in customer attention due to it being a newer invention at the time and created strong word-of-mouth marketing because of how personal and emotional the experience felt.

Permanent Jewelry became one of the company’s most popular services within months, often fully booked and helping them differentiate and create a unique standing from other jewelry brands.

Long-term Impact:

It built stronger brand loyalty. Customers come back with friends and family to mark meaningful moments together.

It also led to the launch of the more recent Charm Bar customization service, expanding the same concept of storytelling and self-expression into regular jewelry lines.

The innovation strengthened the brand’s identity as an affordable luxury jewelry brand that values personalization and emotional connection.

Evidence/Results:

Significant increase in repeat customers and overall sales after launching Permanent Jewelry.

Consistent social media engagement - with their Instagram page having over 20 thousand followers filled with customers and staff sharing their experience online, which organically promotes the brand. 

Business benefit

With every business comes humble beginnings. Simple Chic was founded back in 2019, only selling products during market events and online. Due to the high demand for Permanent Jewelry, this caused revenues to shoot high up, and Simple Chic was then able to afford to open up its first kiosk in Calgary a year later. Later on, they expanded to Edmonton and more recently opened up a storefront in Toronto. This innovation created numerous loyal customers who were excited to add on to their bracelet (most sought out Permanent Jewelry form) stacks.

Sourcing from thoroughly researched businesses across the world gained more trust from both customers and for future partnerships. Talented local artisans were gained more easily due to the credibility of the materials, and customers who prioritize the environment put more value in the company, seeing how much the company aligned with SDGs. 

Social and environmental benefit

Simple Chic generates a measurable impact when analyzing their business practices through the lens of the UN’s SDGs, demonstrating innovation through their sustainable craftsmanship along with social empowerment. The brand advances SDG 5 (Gender Equality) by empowering women through their inclusion in leadership and entrepreneurial positions, areas in which women have been historically underrepresented. By intentionally creating opportunities for women to lead, manage, and innovate, Simple Chic is helping to close a persistent gender gap and build a foundation for future inclusivity.

Besides its social impact, its commitment to maintaining an ethical structure in both their supply chain and production process directly advances SDG 12 (Responsible Consumption and Production). For example, their supply of pearls and metals are sourced from a small network of vetted merchants who adhere to fair labor and environmental standards. Additionally, the firm has vowed to exclude single use plastic in their packaging process, using recyclable paper for their gift boxes. As for the jewelry itself, their reusable pouch design also serves as a jewelry polisher.

These packaging innovations, combined with their responsibly sourced materials, position Simple Chic as a model for businesses that fear sustainability negates aesthetic appeal through their demonstration of an eco-friendly design which enhances rather than limit product elegance and quality. Their promotion of a circular economy through their limiting of waste generation and recycling (both factors being connected), aligns with not only SDG 12 but also 8 (Economic Growth). Through this sustainable approach, Simple Chic gives other small firms, and aspiring entrepreneurs hope for a coexistence between sustainability, profitability, and appeal. 

Interview

Erin Zhang, CEO