【Paris, Franc】Interview with the Entrepreneur Couple Behind Gemmyo, the French Digital Jeweler with 50% E-commerce Sales: How They Built a Business Model That ‘Overturns Conventions’

French jeweler “Gemmyo” was founded in Paris in 2011 by the couple Pauline Reigno and Charif Debes. The impetus for its creation was their own engagement. While searching for an engagement ring at various jewelers in Paris, they couldn’t find their ideal ring or service, leading them to start the jewelry brand “Gemmyo.” They began as a startup leveraging digital tools to deliver French-made jewelry at fair prices. Through trial and error, they established a business model combining digital convenience, waste-reducing made-to-order production, a commitment to “Made in France” quality, and meticulous service. Initially selling only via e-commerce, they now operate 9 stores, primarily in Europe starting with Paris. They maintain high growth with an average annual sales growth rate of around 35%. They entered the Japanese market in 2023, holding appointment-only jewelry presentations at “Hotel Okura Tokyo,” which were immediately fully booked. By the end of last year, they opened a store in Tokyo’s Omotesando. Sales are growing, centered on accessible, high-quality engagement rings in the core price range of 350,000 to 500,000 yen. On the occasion of the Omotesando store’s first anniversary, we interviewed the founding couple, Reigno and Debes, about their journey to success.

The jewelry industry often requires specialized knowledge and expertise and is bound by tradition. In a market crowded with historic big names, how did this couple, with no prior industry experience, launch their brand and grow it to operate their own stores? Reigno says, “We were able to build a business free from preconceived notions. The jewelry business has a significant psychological element, and trust is paramount first. For over ten years, we have been exploring what consumers want in terms of products and services.” At the start, they had no capital; holding inventory was impossible, and having a physical store was out of the question. The challenge was how to run a jewelry business solely through e-commerce. Reigno says,

Marketing is also primarily online, utilizing social media like Facebook and Instagram to increase brand awareness. The couple focused on building their business as a digital jeweler. They are also very cautious about opening stores. Often, they first test the market through “residence” events, renting spaces like hotels to gauge reaction. They also adopt a “destination” strategy, preferring to invest funds into the products themselves rather than opening stores in high-traffic, high-rent locations.

With the onset of the pandemic, e-commerce grew explosively, and the business took off. Although there were challenging years before COVID-19, they have maintained double-digit growth since 2019. The ratio between e-commerce and physical store business is 50/50. This is remarkably high compared to the 5-10% e-commerce ratio typical for many jewelers. Reigno states,

While many jewelers outsource e-commerce operations and customer service, “Gemmyo” handles everything in-house. “We adjust everything from photos and text on the e-commerce site to inquiries to be optimal for each country. Above all, creating a friendly and comfortable shopping environment is crucial,” she continues. For consumers who find it difficult to visit a store, they accept appointments online, with staff showing products by wearing them, among other detailed services. They also accept exchanges and returns if customers are unsatisfied with the color or quality of colored stones. This stems from the philosophy that returns and exchanges are a standard expectation, similar to online shoe sales.

says Debes.