Cheryl Kremkow

Gemvara - the First Website for Custom Designer Jewelry, Exclusive Interview

Filed under: Jewelry

Gemvara is "the world's first site for creating custom designer jewelry." You may have reservations about the possibility of ordering custom jewelry online. I know I do. I interviewed the VP of Content and Merchandising Cheryl Kremkow (former editor-in-chief of Modern Jeweler, pictured below) about how Gemvara works, curious about the first of what will surely lead to many online custom jewelry services. Does it save money? What if you don't like the piece? How can one be assured of quality? These questions and more are answered below.

Luxist: Do you think it's wise to have jewelry custom-made online? Why?

Cheryl Kremkow: What's different about designing jewelry on the Gemvara site is that it's interactive. You find a design concept you like, then you can click to change all the gemstones and metals to create exactly the look you want. You don't have to imagine how it will look, you can see it. Every design on our site can be made any way, which means you can create jewelry that suits both your style and your budget. We make pieces in platinum and diamonds and pieces in amethyst and sterling silver: or diamond and sterling and platinum and amethyst, if that's what you want. We've done both.

L: What if someone gets the final piece and doesn't like it, will you take it back?

CK: Yes, of course. We want to make sure people are delighted with their jewelry. Actually, we haven't had any returns yet. I think it's because our customers create exactly what they want themselves and see exactly how it will look. Most people tell us that the real piece looks even better than they expected. Fortunately, our customers have good taste, so the pieces really do look great!

L: Are there significant savings associated with buying online?

CK: We don't carry inventory since we make each piece to order, just for you, one at a time. So, we are able to offer a really good value, even if you don't consider the added luxury of having the piece made just for you just the way you want it.

Gallery: Gemvara Custom Jewelry