HER STORY ⟡ Nicole Bekerian
Today, we are meeting Nicole Bekerian, founder and designer behind Simply the Best by Nicole!
Hi! My name is Nicole Bekerian and I’m the founder and designer behind Simply the Best by Nicole, based on the South Shore of Massachusetts.
If you can believe it or not, STB started in an airport!
I was on vacation when the idea first hit me, and I couldn’t shake it. It kept coming back, and for the first time, instead of pushing it aside or waiting for the “right time,” I decided I was going to take it seriously and actually put myself and my dreams first.
When it was time to head home, I was sitting in the airport, and I decided I didn’t want to wait. I opened my laptop and started writing out a high-level business plan right there. I mapped out what this could be, who it was for, and why it mattered.
I remember turning to my mom and pitching her the entire idea in the middle of the airport. And that was it. I didn’t look back.
When I got home, I created the first piece, a bracelet in honor of my dog, Gibbs, who had passed a couple months prior. That piece became the first design and the foundation for everything that followed.
When I started wearing it, people would ask about it. And when I shared the story, they immediately connected. They had someone or something meaningful in their own life they wanted to hold onto in the same way.
That’s when I knew this was more than just an idea. That was in May 2021. We soft launched in August, and officially launched on October 1, 2021. What became clear very quickly was that I wasn’t just creating jewelry. I was filling a gap. There’s a lot of beautiful jewelry out there, but not a lot that feels deeply personal, durable enough for everyday life, and intentionally designed around someone’s story.
At its core, I create jewelry that is meant to be lived in. Permanent jewelry, personalized clasped pieces through my Simply Yours collection, and a full line of beaded designs. Everything is designed with intention, whether it’s tied to a person, a moment, a milestone, or simply how someone wants to feel when they put it on. What sets Simply the Best apart is that it starts with the story, not the product.
What inspired you to start your business?
At the time, I was working full-time (and still am), and I felt a pull to create something that was my own alongside it. Once I started college, I knew I wanted to be a business owner. I had ideas, but like a lot of people, I kept putting them off. Creating that first bracelet for Gibbs shifted everything. It gave me a starting point, but more importantly, it gave me a reason that felt meaningful enough to take the leap. From there, I realized I didn’t just want to make jewelry. I wanted to create pieces that held meaning for other people too.
What do you love most about what you do?
The connection. I get to meet people in all different seasons of their lives and hear the stories behind why they’re choosing a piece. Some are celebrating something big, others are honoring something more personal or quiet. Being part of those moments and creating something they’ll carry with them every day is something I don’t take lightly. I genuinely love listening to people and their stories, and that has shaped everything. It’s made me a better designer because I’m not guessing what someone wants. I’m creating from a place of understanding. It’s made me a better business owner because I’m constantly learning, adjusting, and evolving based on real conversations and real experiences. But more than anything, it’s built trust.
What impact do you hope to make through your work?
I want to create pieces that feel personal and become part of someone’s everyday. Jewelry that doesn’t sit in a box waiting for a special occasion, but something you reach for without thinking. Something that fits your life, both emotionally and physically. A lot of people don’t feel like they have jewelry that truly fits them, whether that’s style, meaning, or even sizing. Every piece I create is designed around both. Their story, and their exact fit. The goal is always something that feels effortless, but still a way for them to tell their story.
Where do you find inspiration?
A lot of it comes from my clients. The stories they share, the reasons behind what they’re creating, and the meaning they attach to each piece. That’s what shapes so much of what I design. I’m also inspired by everyday life, relationships, milestones, and the quieter moments that don’t always get recognized but matter just as much. Nature and exploring plays a big role to me as well. It helps me ground and there is so much natural beauty out there – especially in the little details. It helps me bring it back to the basics, the way it reflects simplicity and balance.
What does beauty mean to you?
Beauty, to me, is being unapologetically you. It’s feeling like yourself, not trying to fit into something that doesn’t. In people, in life, and in the actual piece you choose to wear. Jewelry should feel natural, easy, and aligned with who you are. Most jewelry is designed without the person in mind. We flip that process and ensure the jewelry always fits its owner. Something that fits your life and the story you want to carry with you, day in and day out.
What advice would you give to your younger self?
Stop waiting until you feel ready. Starting before I felt fully ready was one of the best decisions I made. You have to get comfortable with being uncomfortable. You’re not going to have everything figured out, and that’s okay. My best friend (who I met in kindergarten) always says – everything is figure-outable. The clarity comes from doing, learning from your mistakes (there will be many) and not from overthinking.
What do you want The Beauty Boost community to know about you?
Simply the Best is built around creating meaningful, wearable pieces that fit into your everyday life. I offer permanent jewelry, personalized custom designs, and a full jewelry line, along with private experiences for events like girls’ nights, birthdays, and bridal celebrations. Those experiences are about more than just the jewelry. They create a moment, a memory, something shared with your people. You can also find me at The Beauty Boost events as an experience station, where you can design your own permanent jewelry piece in person.
As part of this partnership, Beauty Boost members receive 20% off all website purchases and 10% off permanent jewelry at Beauty Boost events.
Where can we find you?
Website: www.simplythebestbynicole.com
Instagram: @simplythebestbynicole
Facebook: @simplythebestbynicole
