November 6, 2013, 11:14 AM

Gemvara opens a bricks-and-mortar shop

The jeweler had previously sold only online.

Lead Photo

Customized jewelry retailer Gemvara.com is opening up its first bricks-and-mortar store.

The retailer, No. 503 in the 2013 Second 500 Guide, says the showroom, which is on Boston’s Newbury Street, will give shoppers a chance to try on its jewelry and see the 29 gemstones and nine precious metals they can use to customize their pieces.

The shop won’t feature the traditional counters common to jewelry stores; instead, staff will walk around the floor to help consumers try on pieces and create custom designs via iPads and computer stations.

“The Gemvara Experience brings our online custom jewelry experience to life,” says Janet Holian, Gemvara’s CEO.

In opening a physical store, Gemvara is following a path paved by other retailers that previously sold only online, including Gilt Groupe Inc. and Indochino, both of which have opened up pop-up shops across the country in recent months. 

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