Editor’s Note
This article explores how brands like Gemmyo are reshaping the jewelry industry by leveraging digital tools to meet the demand for personalization among younger consumers, while emphasizing that logistical excellence remains crucial to success.
Adapting the Jewelry Market to New Generations
Adapting the jewelry market to the desires of new generations is the bet of Gemmyo, which has successfully developed a model for selling personalized jewelry online, where digital becomes a true creative lever. However, shipping jewelry pieces safely requires impeccable logistics and after-sales service, explains Pauline Laigneau, who founded Gemmyo with her husband Charif Debs in 2011.
Breaking with the Classic Model
Gemmyo’s positioning differs radically from that of major jewelry houses. What were the limitations of the classic model you wanted to overcome?
“When I founded Gemmyo, my ambition was to redefine the codes of jewelry, breaking away from a model often perceived as rigid, exclusive, and opaque. Major jewelry houses have remarkable know-how, but they sometimes evolve too slowly to meet the expectations of a modern clientele. They tend to focus on iconic or timeless pieces, often targeting an already well-established clientele at sometimes exorbitant prices. Finally, they didn’t seem connected enough to the digitalized world. I wanted to overcome these limitations by seeking the best ‘value-price’ ratio with complete transparency: Gemmyo prides itself on offering creations with very high standards for materials and manufacturing, at fair prices. It was also about responding to a more personal, more emotional demand. Customers want to be involved in creating jewelry that resembles them, understanding where the stones come from, how they are set, etc. Beyond a communication tool, digital becomes a true creative lever; it frees from geographical limitations and offers a more flexible experience where the user can take the time to choose.”
Creating Luxury and Trust in a 100% Online Journey
Unlike major houses that often prioritize the in-store experience, you bet on digital from the start. What are the keys to establishing a sense of luxury and trust in a 100% online customer journey?
“One of our challenges is to maintain an exclusive atmosphere in a virtual environment. Jewelry is associated with a physical experience with an artisan or in a sumptuous boutique. At Gemmyo, we wanted to prove that this luxury could also be experienced online. Our website is fluid, pleasant, and intuitive; each step of the purchase journey is simple and leaves room for emotion and discovery. We have implemented impeccable customer service to advise and accompany. But luxury is also about product quality: we have bet on rare stones, and our customers can ensure the quality of our creations through high-definition photographs and detailed descriptions. Thanks to this transparency in material selection and jewelry manufacturing, the online shopping experience becomes as tangible and immersive as in a boutique.”
Overcoming E-commerce Logistics Challenges
What logistical challenges have you had to face within an e-commerce model? How do you manage returns or order adjustments, which can be frequent in jewelry?
“E-commerce in jewelry presents unique logistical challenges due to the very nature of the products: precious and fragile pieces must be handled with extreme care. Each piece of jewelry is carefully inspected before shipping, and each order is meticulously managed with great flexibility. Our pieces are sent by carriers specialized in luxury goods. To modify an engraving, adjust the size of a piece of jewelry, or exchange a stone, our customers use our simplified returns system and our highly responsive after-sales service: dedicated teams will handle their adjustments while respecting the quality standards of each creation.”
“The final challenge: inventory management. Due to the specifications of jewelry pieces, we have opted for a just-in-time management system where production is launched upon order. Advantages: creations are personalized, manufacturing and delivery times—four to six weeks on average for a jewelry piece—are perfectly controlled, and material traceability and quality are ensured at every stage. This is how Gemmyo successfully reconciles the flexibility of e-commerce with the quality demands of a jewelry house, offering our customers a smooth, secure, and memorable experience.”
Gemmyo in Numbers
• +40% annual growth since 2020, estimated revenue of 45-50 million euros
• 80 employees in 2024, including 45 at the Paris headquarters
• 10 physical points of sale in France, Belgium, Switzerland, and Japan
