Gemmyo leans into made-to-order roots as it expands globally

Gemmyo is pushing its highly personal made-to-order model beyond Europe, with Canada and South Korea next in line as the French jeweler tries to prove that its showroom-plus-digital formula can travel. The brand says about 40 percent of sales now come online and 40 percent through its nine physical doors, a split that has helped it sell pieces worth more than 60,000 euros in a single online order while keeping its production tied to French workshops.

That formula began with frustration. Pauline Laigneau and Charif Debs founded Gemmyo in 2011 after a disappointing engagement-ring search in Paris, where they encountered what they described as a “cold, intimidating or even obsolete experience.” Their answer was a jeweler built around 100 percent French craftsmanship, just-in-time manufacturing and in-house distribution, with carefully chosen stones and a friendlier, more transparent buying experience than the old Place Vendôme model.

The company’s growth has been steady enough to support a wider retail map. Gemmyo opened its first store in Saint-Germain-des-Prés in 2015, then expanded to Lyon, Toulouse and Paris’s 17th arrondissement before crossing into Brussels in 2021. Geneva, Aix-en-Provence and Bordeaux followed in 2023, and the brand broadened its international footprint in 2024 with Tokyo and a Zurich residence. A permanent Tokyo boutique opened in late 2024, and Japan quickly became a proof point: Gemmyo says it booked 2 million euros in sales there in its first year, enough to make Japan its third-largest market.

That overseas traction matters because France still accounts for about 80 percent of Gemmyo’s business, while sales outside France make up about 20 percent overall. The company now has about 100 employees and says it has averaged more than 20 percent year-on-year growth since launch, figures that place it well beyond a niche atelier and into the scale-up tier of fine jewelry. The founders, who increased their stake to 80 percent in 2025, are now aiming for 100 million euros in revenue over the coming years.

Gemmyo is also trying to lock down the trust signals that matter in fine jewelry. It says it is the only young jewelry brand invited to join UFBJOP, the French trade body, and in January 2026 it took a stake in longtime workshop partner Callistorea to strengthen production and craftsmanship. For shoppers weighing a custom ring or a personalized pendant, the real test is not just whether Gemmyo can open more doors abroad, but whether its French-made promise feels as convincing in Toronto or Seoul as it does in Paris.