Toronto Jewellery Store ‘The Blumz’ Launches Innovative Concept Blending Fine Jewelry and Piercings [Interview]


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The BLUMZ: house of fine jewelry and piercings, is looking to bring new experiences to the city. The brand currently has one location open and will be opening a new concept store connecting food with jewelry.

The Blumz opened its flagship in Toronto at 343 King Street West and is 1,000 square feet. Ion Blum, Co-Owner of The Blumz, decided on this location because of being in the new hotel hub such as Bisha and Nobu – a great spot for tourists.

“We shopped around and looked at so many different areas in Toronto. We feel what we are doing is different and we wanted to really create an experience like no other, not only for Toronto residents, but for the tourists coming in Toronto,” says Ion.

The brand’s second concept, The Blumz Privè, is currently under construction and will open by Valentine’s Day. The store will be 600 square feet and is located at 44 Mercer Street in Toronto.

Each location will offer different services, products and experiences to consumers.

The Blumz

Image: The Blumz

At this location, a variety of fashionable jewelry such as earrings, necklaces, ear chains and charms, piercing studs and hoops. The store also offers piercing services in addition to a permanent bracelet bar, chains, anklets, and rings. jewelry is sourced from around the world and includes designers such as Jacquie Aiche, Anita Ko, Kismet By Milka, and its unique line called Anion Jewelry, who is also co-create with Anna Blum, co-owner of The Blumz.

“At The Blumz, we offer brands that are hand picked by Anna and I based on our personal interest, love for the arts and travel destinations. We carry Maria Tash, Anita Ko, Jacquie Aiche, Kismet by Milka, and more. If you go onto our website, you are going to see all the different lines we carry. What that gives the consumer, is the ability to mix and match based on style and also on price points or budgets.”

When someone goes in for a piercing, the team can recommend different types of jewelry based on the anatomy of the ear. Blum says it offers piercing jewelry that expands from the traditional piercing/tattoo shop.

“They don’t have to be jewelry that you normally would start off with and then kind of upgrade to something that is more fashionable later. The fact that we pierce with a needle, which is far more precise and much better for piercings – we can actually utilize fancy jewelry to pierce with from the start.”

The brand started selling jewelry online; however, after noticing an increase in jewelry and piercing trends, the owners decided to proceed with a brick and mortar store.

Brandon Gorman of JLL handled lease negotiations for The Blumz. 

The Blumz Privè

The Blumz Privè (Rendering: Blumz)

The Blumz Privè will offer a different experience than The Blumz and other jewelry retailers in Toronto as it will focus on a unique experiences that combines sight, touch, smell and taste.

The new concept will offer private shopping experiences that can also include menus designed by a number of Torontonian chefs. Unlike The Blumz, this location will require reservations.

“We are in the talks with some restaurants in Toronto to create an experience like no other. Since Elegance is a journey and jewelry has an intimate and sentimental connection with the body that wears it, yet often enough only created by association through sight and touch, at Blumz Privè we want to revolutionize the experience by tapping into the other human senses: smell and taste.”

Blum says the menu will be decided on where the jewelry is manufactured, what kinds of diamonds they use and will let the chefs create different dishes that will represent the region of the world where the jewelry came from.

“We are aiming to have this done for Valentine’s day in 2024, because for Valentine’s day you think of amazing dinners, chocolates, champagne and pampering.”

Anna & Ion Blum

Along with the mentioned locations, Ion and Anna Blum also own a tattoo studio, Black Line Studio, which is also in Toronto and has been operating for the past 17 years. Black Line is an “upscale tattoo shop” offering tattoos, body piercings and laser treatments. Consumers can book appointments or see walk-in availability.

“We have separated the businesses. So Black Line studio is focused on tattoos primarily, then The Blumz is focusing on jewelry and piercings, and the third one that will be opening will be more focused towards fashion jewelry.”

Anna Blum says the main focus right now is to focus on the three brands they have right now, but eventually would like to consider expanding.

“For the past 17 years, we have built different concepts such as Black Line Studio, the 350 Fahrenheit restaurant and a couple of furniture stores. As entrepreneurs, we always look at expanding and creating different concepts, but one thing that always brought us together is that love makes us “Blumz”.”

Shelby Hautala
Shelby Hautala
Shelby Hautala, based in Toronto, is a new Journalist to Retail Insider. She has experience writing for local newspapers and also internationally for Helsinki Times while she lived in Finland. Shelby holds a Bachelor of Journalism Honours degree from the University of King’s College and a Social Work degree from Dalhousie University in Halifax.


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