Every jewelry manufacturer proclaims their jewelry sells.
But the New York-based Gems One can point to consistent best sellers year after year, as it nabs between nine and 13 of the top 15 selling products, for the past eight consecutive years, cited in the Edge Retail Academy’s December KPI (Key Performance Indicator) Reports that track the sales of 1,200 independent jewelry stores nationwide.
A testament to its market understanding and trends forecasting ability, Gems One is recognized as a leading manufacturer of classic and on-trend diamond and gemstone fine jewelry styles, in the right quality and at the right price, shelf-stocked so that jewelers can sell it quickly and repeatedly. A great example is the brand’s No. 1 selling pendant, a double heart design called “Love’s Crossing: At the intersection of you and me.”
Having recently merged with Diarough Group, the world’s largest rough diamond dealer, with divisions including a leading sightholder and several large state-of-the-art jewelry-manufacturing units, Gems One is well positioned to provide high quality products from the very top of the diamond supply chain. With innovative products like specialty cut diamonds, the company can help jewelers expand market share while increasing margins. It also has an innovative custom jewelry design and manufacturing program, currently serving hundreds of stores.
Partner in Marketing
Gems One offers much more than just the “right stuff” in the way of product, says George Prout, chief marketing officer. The company has a wholly owned advertising agency, RLA Creative, dedicated to providing customers with support materials, from traditional elements like print, video and outdoor, to digital and social media across all platforms.
“Retailers tells us that marketing is the hardest part of the business to get right and they need help,” says Prout, who joined the company 14 years ago with the task of developing marketing support to help jewelers successfully sell through.
RLA Creative’s five full-time graphic artists build comprehensive omni-channel marketing platforms for seasonal promotions, as well as events like Manufacturer’s Liquidation Sale and Multi-Million Dollar Diamond Weekend, and gift-with-purchase promotions featuring roses, electronics, and for this coming November, week long cruise packages.
“We also have ways of helping jewelers start a dialogue with pre-bridal millennials,” says Prout, “and can track consumers in their market who visit websites like Blue Nile, Jared and local competitors, intercepting them before they make their final diamond purchase.”
Gems One is committed exclusively to the success of independent jewelers, supplying more than 1,000 jewelry stores nationwide. It also is a member of several leading retail buying groups, including RJO, CBG, and the Leading Jewelers Guild, and a participant in the Prime Group.
Prout underscores that Gems One does not compete with its retail jewelers and also protects retail sales turf. Many jewelers recognize the benefits gained from Gems One’s commitment to helping them attract customers and close sales.
“Gems One has been our No. 1 volume vendor for over a decade, because they are consistently bringing value to our store, beyond just their jewelry,” shares Bob Mullen III, owner of Mullen Jewelers in Swansea, Massachusetts. “They are the strategic partner we needed to get our business to the next level.”
With nine stores, Tampa, Florida-based International Diamond Center dominates its markets, but has an insatiable appetite for growth. “In the six days prior to Valentine’s Day, we sold over 1,000 pieces of Gems One jewelry, nearly all to new customers, and more than doubled our transaction counts. And even better, 17 percent of those new customers made a second purchase during the balance of the year, nearly all of which were diamond engagement rings,” cites Brian Stamey, IDC’s Marketing Chief and son-in-law of founder Keith LeClerc.
Brian Smiley for McKenzie & Smiley Jewelers in Clarksville, Tennessee concurs, citing that from December 1, 2019 to Feb. 24, 2020 the jeweler added 530 new customers who purchased a total of $193,311 by running Gems One’s Christmas and Valentine’s Day customer acquisition campaigns. “During just three months, we added 30% more new customers, and 93% more in sales to those customers than in the previous 47 months combined.”
When introduced to Gems One’s marketing programs, Brad Padgett, owner of Bradley’s Jewelers in Jacksonville, North Carolina says he was skeptical. “Honestly, I hated the idea, because we had had such negative experiences with manufacturer-driven print before,” he tells. “But the arguments [George] made were so compelling that, against my better judgment, I said ‘yes’.” Promising to eat his hat if it worked as George said it would, Padgett admits he has been doing just that for the nine years since, as the results are spectacular year after year.
Lynn Hoppe, owner of Hoppe Jewelers in Richmond, Indiana, describes Gems One as having the total package for retailer success. “No other vendor has their hand on the pulse of the business like Gems One. From product development to trend forecasting to shelf-stocking key SKUs for immediate replenishment, that’s why they are our top vendor, year after year.”
In addition to having the “right stuff” in merchandise and marketing, Gems One has the right stuff in superior customer service, relationship building and ethics.
As David and Don Broyles of Calvin Broyles Jewelers in Charleston, West Virginia put it: “There are many reasons why Gems One is our top vendor, but their amazing customer service surely is at the top of the list.”
Prout underscores that the tone is set at the top of this family-run, second-generation jewelry company.
Gems One’s founder, Prem Jain, who immigrated to the United States in 1967, began in business in 1974 working Saturdays selling wholesale loose diamonds and gemstones, while working as an engineer for NCR Corporation in Dayton, Ohio. After seven years of Saturday success, he chose to dedicate himself full time to serving independent jewelers, and started Gems One Trading.
Jain says that over the years he has had many opportunities to reach outside the realm of working with independent jewelers, but has turned them down, as his heart is with the independent business owners who helped him make Gems One a successful company. “Our focus was, is, and will always be on helping our independent jewelry store customers achieve success.”
In 1992 Jain’s son, Anuj, joined the company, and the family opened an office in New York City, and in short order, a factory in India, and began selling finished jewelry.
Currently serving as CEO, Anuj has navigated the company’s evolution from loose gem wholesaler to finished jewelry supplier. Like his father, Anuj has kept the company’s focus on independent jewelers. “We have consistently been able to experience success as a company by aligning our own family business with the interests of our customers’ family businesses,” he says.
Prout describes Gems One as an environment filled with the resources for success – from international product development teams and state-of-the-art global manufacturing facilities, to its own advertising agency.
“Our mission is to help independent jewelers succeed, and to accomplish this we have to do more than make great jewelry,” Prout explains. “We have to create business solutions that can meaningfully impact our customers’ businesses.”
For more information about Gems One, visit gemsone.com or call 212-869-7084.