2023-11-12 12:30:00
Jewelry made Pauline Laigneau dream. But contact with traditional houses was not conclusive. “With Charif Debs, my husband, we looked for an engagement ring in 2011. The experience left us with not only good memories. We did not recognize ourselves, neither in the tone of voice of the brands nor in the products. » This observation encouraged them to found Gemmyo. A “digital native” online jewelry house. The name, which sounds like a treat, is easy to remember. The visual identity revolves around a pink cat while the creative narrative is structured around a fantasy client, “young and pretty”. The creations, for their part, feature a myriad of colored stones accessible to all budgets.
Maturity. “From the start, we relied on French know-how and excellent craftsmanship. But digital still remained a barrier, customers were reluctant to not be able to try on a piece above a certain price. » The opening in 2015 of a boutique, still located today on rue de Seine in Paris, therefore marked the first milestone in raising the brand. “It was an explosion. Today, we sell 50% online, but customers appreciate being able to move from one channel to another. We are constantly in the business of reinsurance. » The creations, too, have matured – the house now offers unique pieces adorned with stones for connoisseurs (Tanzania spinel, Padparadja sapphire, etc.) and tailor-made items.
“Smiling is our DNA. Digital is not a barrier. Our Instagram account, for example, readily transforms into a showcase for co-creation: we entrust our community with the choice of new stones that will join our catalog. » The next gem to be highlighted will therefore be green tourmaline. A rather confidential stone, with a luminous green, that the young chief gemologist of the house, Alexis Coin, who also serves as production manager, is particularly fond of.
Showing l’international. “Our limited editions are very successful because we always try to include our customers in the creative process. » Even if it means becoming a prescriber for the entire sector. “No one was using green sapphire when we dedicated a collection to it three years ago. Today, we see them everywhere,” indicates the specialist trained at the International School of Gemmology of Monaco.
Next objective: international. “The Swiss market is in strong development,” confirms the founder. The house is also focusing on watchmaking, with the presentation this year of a first watch, called Prima, powered by an ETA quartz movement. The shape of the dial is reminiscent of the facets of a cut-sided diamond. “Swiss made” light on the wrist, offered, always according to the Gemmyo philosophy, at the fairest possible price.
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