photo by steed media service

Deanna Williams has the contained energy and focus of a hummingbird. At a fashion shoot featuring Simmons Jewelry Company, the brand she so enthusiastically represents, she darts about — interacting with models, designers and other personalities. Watching her it becomes clear that not only is she meticulous and attentive — she’s also warm, personable, and always listening. With SJC, she’s helping to bring a new sensibility to urban men’s fashion and making sure that the media understands exactly what the company represents.

“This is a fashion movement that’s taking place,” she says, beaming. “Men are evolving fashion-wise and they’re really paying attention to what they wear. Men want to express themselves and make sure that they look good and that each piece complements the next piece.”

After 14 years in public relations, Williams has seen many trends, and feels that SJC is on the cusp of the latest one.

“I’ve been in consumer products ... I was recently with watches and now I’m with jewelry,” she discloses, adding that Simmons Jewelry is working to improve the quality of life for people in African nations where diamonds are harvested. “[The] biggest mission now is the Diamond Empowerment Fund. Our models wear a green Malachi bracelet and the purpose of that bracelet is to build awareness as well as drive funds to the Diamond Empowerment Fund.”

Williams couldn’t be happier to be working for one of the sharpest minds in branding and business.

“... Russell Simmons sees that there’s a particular need for a particular product and he acts,” says Williams. “I love being able to work with such an advanced thinker. I’m having fun.” -todd williams

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