WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
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
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
