Lab-GrownNov 10, 2026
GIA Examines Pink Lab-Grown Diamond Made to Look NaturalThe 6-carat CVD-grown pink diamond was “deliberately modified” to mimic the appearance of a natural rough diamond, the lab said.
TechnologyApr 01, 2014
Gemvara: What we learned from our pop-up shop
Online retailer Gemvara has decided not to open a permanent brick-and-mortar location after a temporary store designed to test the brand’s brick-and-mortar appeal didn’t attract many customers.
Gemvara’s pop-up shop on Newbury Street in Boston saw less foot traffic than expected, so the retailer has decided against a physical location for now. “The Gemvara Experience” was designed to serve as a showroom for the retailer’s offering
Boston--Online retailer Gemvara has decided not to open a permanent brick-and-mortar location after a temporary store designed to test the brand’s brick-and-mortar appeal didn’t attract many customers.
“The Gemvara Experience” pop-up shop, which was open from November to February on Boston’s Newbury Street, didn’t see enough traffic during its three-month stint to merit an actual brick-and-mortar location for the company, CEO Janet Holian told National Jeweler.
“At the end of the day, we found that 2,000 people total came to visit the store, as opposed to nearly 20,000 who visit our website on a daily basis,” she said, adding that they were disappointed by the foot traffic from one of the city’s busiest shopping streets. “The numbers were crystal clear, and now we’re going to focus on maximizing our online presence.”
Holian said that even though research conducted last year showed that a physical store wasn’t necessary for the company’s business plan, she still wanted to give it a trial run.
“To me, it just validated what we needed validated. And I’m happy with it, because if we had found that we needed a store, it would’ve changed the economics of our company.”
The shop was designed to serve as a showroom for the brand’s hundreds of designs, through both tangible samples and customizable images on iPads; no actual inventory was held in the store for purchase.
Though it didn’t reach expected foot traffic, it was successful on many other counts, including helping explain the Gemvara experience and brand’s value proposition. Without giving specific numbers, Holian said that the turnover rate of visitors in the store to actual buyers online was high.
RELATED CONTENT: About Retail: E-tailing vs. brick-and-mortar
Additionally, the experience with the store and what the company learned is helping the brand strengthen the online shopping experience, Gemvara’s bread-and-butter, for the future.
Since a large amount of visitors indicated that they came to the area specifically for the Gemvara shop--about 50 percent, according to Holian--the company knew that they had to find a way to still provide a physical experience for shoppers who wanted it.
Since then, Gemvara has opened a showroom in their Boston office for shoppers to make appointments to come in and view pieces in person. This has come at no extra cost for the company, since the modules from the store were portable and moved directly into the office, and
Editors' Picks
Sponsored by
full-time employees are already available for help in the showroom.
They are considering doing this for their New York office as well. Holian said that if they do decide to do it, the showroom would be open in time for the holidays.
For those who can’t make it to the showroom but may express concern about wanting to see jewelry in person before buying, Gemvara will send real pieces in the mail for review and return.
Gemvara also is adding to its product line, expanding its offerings of necklaces, rings and bracelets, and putting more emphasis on introducing new products as collections. Though their focus lies in gemstone jewelry, Gemvara will begin expanding its diamond offerings as well.
In January, the brand hired its first chief marketing officer, Matt Marcus, a veteran digital and marketing executive. The appointment was made to help “elevate the brand,” Holian said, and Gemvara will launch a re-branding effort in the next month, the details of which have yet to be released.
“We’re focused on growing the business as big as we can, as fast as we can.”
More on Technology
The Latest
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
ColumnistsNov 10, 2026
Who Checks the Facts When AI Writes Your Jewelry Copy?An incorrect AI-generated ad or product description can cost your store valuable consumer trust.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
