Technology

Gemvara: What we learned from our pop-up shop

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. 

040214_Gemvara-Article.jpg
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

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.” 

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Bulgari Invisible Violet Necklace and Rainbow Flow Necklace
CollectionsMay 21, 2025
Bulgari Highlights Its Colorful Past in Phenomenal ‘Polychroma’ Collection

The jeweler’s high jewelry collection features extraordinary gemstones, like a 241.06-carat emerald and the world’s fourth-largest spinel.

Industry analyst Edahn Golan
ColumnistsMay 21, 2025
Edahn’s Take: Analyzing the 2025 ‘$100 Million Supersellers’ List

In a special column for the State of the Majors, Edahn Golan breaks down what the top-performing fine jewelry sellers are doing right.

Beyoncé bolo tie necklace
MajorsMay 21, 2025
Beyoncé Dons Brilliant Earth Necklace During Cowboy Carter Tour

The bolo tie necklace is inspired by “Queen Bey” and set with a nearly 15-carat black diamond.

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Gem Legacy logo
SourcingMay 21, 2025
Gem Legacy Expands Advisory Council

The nonprofit focused on mining communities in East Africa has added three new members to its advisory council.

Weekly QuizMay 15, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Annie Doresca
MajorsMay 20, 2025
Annie Doresca to Lead DCA as New CEO, President

Current Diamond Council of America President and CEO Terry Chandler is set to retire in January 2026.

QVC Group logo
FinancialsMay 20, 2025
QVC Group to Voluntarily Delist from Nasdaq

The company's Series A shares will continue to trade following a reverse stock split while its Series B shares will be delisted.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest Addition

Supplier Spotlight Sponsored by GIA

National Jeweler columnist Peter Smith
ColumnistsMay 20, 2025
Peter Smith: Leading Through Change

Communicating clearly with your staff is key to navigating turbulent times, writes columnist Peter Smith.

Luis Morais Miami Beach Flagship Interior
IndependentsMay 20, 2025
Luis Morais Opens Flagship, Launches Collection Celebrating 25 Years

The “Inner Journey” collection debuted as the brand celebrated its 25th anniversary, with designs inspired by Morais’ journey.

Exterior of Tanishq Santa Clara Storefront
MajorsMay 20, 2025
Tanishq Opens Seventh U.S. Store

Tanishq is expanding its presence in the United States with a new store in Santa Clara, California, which is its largest in the country.

New Cartier store at Los Angeles airport
FinancialsMay 19, 2025
Jewelry Sales a Standout for Richemont in 2024

Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.

Instappraise and NAJA logos
Events & AwardsMay 19, 2025
NAJA Opens Scholarship Applications for 2025

Two scholarships are available, one for new and non-members and another for NAJA certified members.

Day’s Jeweler’s Tuscan Village Location Painting
IndependentsMay 19, 2025
Day’s Jewelers to Open Ninth Location

The retailer’s new flagship is set to open in October at the Tuscan Village development in Salem, New Hampshire.

Gemfields emeralds, rubies, sapphires
SourcingMay 19, 2025
State of Colored Stones: The Big Three in the Modern World

Sapphires, emeralds, and rubies are finding their place in a U.S. market captivated by the gemstones once referred to as “semi-precious.”

Saks on Amazon flagship window
MajorsMay 16, 2025
Saks Fifth Avenue, Amazon Partner on Luxury Online Storefront

Plus, parent company Saks Global announces plans to cut ties with up to 600 vendors.

Graphic for My Next Question webinar with guest Peter Smith
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not Dead

Peter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.

Tejen Candy Bowl Torque Necklace
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque Necklace

The necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.

1 Camilla Dietz Bergeron.jpg
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch Show

Sponsored by the Las Vegas Antique Jewelry and Watch Show

The Mediterranean Blue diamond
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’s

A private American collector purchased the 10-carat fancy vivid blue diamond.

Jessica McCormack Fruit Salad Campaign Imagery
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for Summer

The designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.

Stock image of diamonds
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April

The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.

Disability advocate Catarina Rivera, JVC ADA compliance guide, circle of hands wearing jewelry
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With Disabilities

Around 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.

Sekou Andrews
Events & AwardsMay 15, 2025
Poet Sekou Andrews to Give Closing Keynote at Converge

The event is also accepting poster submissions now through June 16.

Pope Francis
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ Ring

Before Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.

1998 Cosmograph Daytona, Ref.16516 Rolex
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s Sale

The one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.

Jeweler Constance Polamalu at Bloomstone, a store that specializes in lab-grown diamonds
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?

While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy