CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
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
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
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
