Gemlet, a Toronto-based jewellery brand noted for its personalized and minimalist designs, has opened its new flagship store at CF Toronto Eaton Centre. In an interview with Retail Insider, Founder and CEO Michelle Hung discussed Gemlet’s journey from local pop-ups to permanent locations, how the brand navigated pandemic challenges, and her plans for future expansion. Founded in 2016, Gemlet has built a loyal customer base by offering high-quality, meaningful jewellery that resonates with today’s consumers.
From Pop-Ups to Permanent Retail: Gemlet’s Expansion Across Ontario
Gemlet’s early days involved pop-ups across Toronto, with Hung personally setting up at locations like Harbourfront Centre and Kensington Market. Through these events, Hung gathered insights directly from customers, which guided her in crafting pieces that align with market preferences and emerging jewellery trends.
In 2022, Gemlet opened its first permanent store at the Distillery District, followed by locations at CF Sherway Gardens, Union Station, and Upper Canada Mall. Each permanent location began as a temporary pop-up that evolved based on customer demand.
The new flagship at CF Toronto Eaton Centre represents a major milestone for the brand. “This new location allows us to connect with a broader audience and share our unique jewellery with more people,” said Hung.
Resilience During the Pandemic: Pivoting to E-Commerce
Gemlet’s journey to success was not without its challenges. When the pandemic hit in 2020, pop-up events were canceled, and Hung was laid off from her full-time job. Faced with the choice of finding new employment or fully committing to Gemlet, she chose the latter. Hung invested heavily in digital marketing, including Facebook and Instagram ads, to reach customers online. “Building an online presence became essential for survival,” she explained. “It was our online sales that kept us going through those difficult months.”
This pivot to e-commerce also positioned Gemlet for growth, attracting customers who have remained loyal and helped spread the brand’s message online. Today, Gemlet’s presence on social media platforms like TikTok and Instagram is a crucial part of its outreach strategy, driving engagement and introducing new audiences to the brand.
Filling a Unique Niche with Gold-Filled Jewellery
Gemlet’s distinctive focus on gold-filled jewellery sets it apart in the competitive jewellery market. Gold-filled pieces offer customers an affordable yet durable option, containing around 10% gold and sourced from reputable U.S. suppliers. Unlike traditional gold plating, which often fades quickly, gold-filled pieces are waterproof and made to withstand daily wear. “Our customers want jewellery that lasts but doesn’t carry the high price tag of solid gold,” said Hung.
This commitment to quality resonates with shoppers who are looking for pieces they can wear every day without worrying about tarnish. Hung’s decision to use only high-quality materials underscores Gemlet’s dedication to value and durability, helping to build long-term customer loyalty.
Hung said that the brand is introducing solid gold pieces in store for the Holiday season as Gemlet addresses consumer demand.
Permanent Bracelets: A Symbol of Lasting Connections
One of Gemlet’s most popular offerings is its permanent bracelet experience, where bracelets are custom-fitted and welded directly onto the wearer’s wrist, symbolizing a lasting bond. “It’s a meaningful experience to share with someone special,” said Hung. Permanent bracelets have become popular among friends, couples, and families as a way to celebrate significant relationships.
This concept has captured attention on social media, especially on platforms like TikTok and Instagram, where customers frequently share videos of the experience. The personalized, permanent bracelets have added an emotional element to Gemlet’s offerings, creating a special connection between the brand and its customers.
The Charm Bar Experience: Jewellery with a Personal Touch
Gemlet’s stores also feature a unique “charm bar” experience, where customers can choose from a wide selection of charms to create personalized jewellery pieces. Charms range from symbols of hobbies and interests, such as paintbrushes and zodiac signs, to charms that mark milestones and personal stories. “We wanted to offer jewellery that represents each customer’s journey,” Hung shared. “Our charm bar allows customers to create pieces that are truly their own.”
In-Store Experience: Hosting Events at CF Sherway Gardens
Gemlet’s focus on creating personalized experiences extends to its physical stores, particularly at CF Sherway Gardens. This location features a private room where customers can book events, including birthdays, corporate gatherings, and friendship celebrations. Guests can enjoy champagne and explore Gemlet’s charm bar with friends in an intimate setting, making it a memorable experience.
“Our brand is about creating special memories for our customers,” Hung explained. “We want our stores to be places where people connect, celebrate, and leave with something meaningful.”
Licensing and Future Expansion: Bringing Gemlet to New Markets
With five permanent locations in the Greater Toronto Area, Hung has ambitious plans for Gemlet’s growth. Gemlet is currently exploring opportunities to expand beyond Ontario, with potential new stores in Vancouver, Calgary, and Edmonton. “We’ve had a lot of interest from customers outside Toronto, so expanding to new markets is our next step,” Hung said.
In addition to physical expansion, Gemlet is working on licensing agreements to introduce limited-edition charm collections. These collaborations could allow Gemlet to offer exclusive charms that resonate with broader audiences, similar to how major jewellery brands partner with popular franchises for themed collections. “We’re excited about the opportunity to bring new dimensions to our jewellery,” Hung revealed, hinting that licensed charm collections could be on the horizon for Gemlet.
Gemlet’s Commitment to Community and Customer Loyalty
Gemlet’s growth has been fueled by strong support from the Toronto community and a loyal customer base that values quality, affordable jewellery. Starting with local markets and pop-ups, Gemlet has built a following of repeat customers who trust the brand’s commitment to durability and personalization. “Gemlet wouldn’t be what it is today without the support we’ve received,” said Hung, emphasizing the importance of community in the brand’s journey.
