Charif Debs, the co-founder of Gemmyo, a Parisian jewellery brand, recently appeared on the LuxurynsightXFashionNetwork podcast series to discuss the challenges faced by high-end jewellery brands. In the podcast, he talks about his business career and how he and his wife, Pauline Laigneau, run Gemmyo. Debs explains that Gemmyo differs from traditional jewellery brands by using a model based on just-in-time manufacturing and directly controlled distribution, rather than being part of a family dynasty.
Gemmyo offers a unique approach to traditional jewellery, with bold designs and affordable prices. Their website features items made in France, with prices ranging from €340 for a classic wedding ring to €18,585 for a diamond and rose gold solitaire ring. Debs mentions that bridal jewellery is their top-selling category, as the hard luxury segment has longer purchasing cycles and more stable consumer behavior.
Despite facing challenges in the beginning, such as struggling to find a partner workshop, Gemmyo has grown to open physical stores in various locations, including Paris, Brussels, Geneva, Tokyo, and Zurich. Their stores offer a warm and personalized customer experience, catering to clients who prefer a non-pressured shopping environment.
Debs also discusses how the jewellery industry has been impacted by the pandemic and how Gemmyo is adapting to remain competitive in the market. With 80 employees and 20% of sales coming from outside France, Gemmyo continues to expand its presence while maintaining its unique brand identity.
Overall, Gemmyo’s innovative approach to high-end jewellery and focus on customer experience sets them apart in the industry. Debs’ insights provide valuable information on the challenges and trends in the world of luxury jewellery, offering a glimpse into the brand’s success story and future plans.
