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Gemvara Introduces Customizable Jewelry

Gemvara Introduces Customizable Jewelry Gemvara, the premiere customizable jewelry brand owned by the Berkshire Hathaway subsidiary Richline Group, is now introducing the first and only ring builder tool that allows customers to choose between mined or lab grown diamonds, as well as gemstones, for the complete design. The customizable design tool is the first of its kind to offer lab grown diamonds as accent stones, in addition to lab grown options for both diamond and larger colored gem center stones, for the majority of the Gemvara jewelry styles, including both bridal and fashion designs.

Building upon Richline Group’s dedication to the addition of lab grown options, Gemvara will now offer lab grown center and accent diamonds, as well as lab grown sapphires, rubies and emeralds sized 3mm and larger, on its direct-to-consumer e-commerce site as of April 2019. Gemvara builds upon Richline Group’s continued focus on lab grown diamonds following the release of its Grown With Love website and B2B partnerships with Macy’s and JCPenney.

“We could not be more excited to expand the choices for our customers, and to be the first to offer lab grown accent diamonds,” says Lee Senderov, Richline Group’s Executive Vice President of Digital. “Gemvara was founded on the principle of customer empowerment and offering a wide variety of meaningful choices. This new addition is much more than just the choice of lab or mined diamonds or gemstones. We are now offer our customer options that will ultimately give them greater satisfaction and allow them to fully customize their own jewelry experience.”

The new lab grown diamond and gemstones initiative goes beyond Gemvara’s own direct-to-consumer platform. This program is also currently in a private test with a large retailer under the name Gembuilder™. Richline Digital will begin to expand Gembuilder to a limited beta test group later this year, making it possible for retailers to leverage the same powerful customization platform as Gemvara for their own customer base. In addition to creating complete designs, Gembuilder will also allow retailers to create semi-mounts that feature lab grown diamond accents.

When asked about this new direction for Gemvara, Richline Group’s President & CEO, Dave Meleski remarked, “By adding both the Gemvara and the upcoming Gembuilder launch to the company's already robust lab grown diamond offerings, we are proud to be at the forefront of this exciting new space with an innovative experience that offers modern shoppers meaningful choices.”

Gemvara will launch its new lab grown diamond and gemstone offering to consumers April 2019. The Gembuilder technology will be available via a limited beta group late this summer, and a wider release in 2020. For more information on Gembuilder, contact

To book an appointment with Richline Group during JCK Las Vegas at The Venetian and Sands Expo (Plumb Club, 120) from May 31 – June 3, 2019, please contact Michael Schechter at

AT: 04/30/2019 01:54:30 PM   LINK TO THIS NEWSLETTER

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