A Silver Anniversary!

Twenty-Five Years In The Trade.

Our Gemma puts the jewel in the title Head Jeweler, and although you'd hardly believe it, she's recently celebrated two milestones in her life's work. She has worked in the jewellery and watch trade for a quarter of a century, and as of the 23rd of April, she has been with My Irish Jeweler for five years. Twenty-five years is not to be sniffed at, and so I sat down with Gemma to talk about how she got started, some of the most significant changes she's seen in the trade, and what she's most looking forward to for her next twenty-five years!

A World Of Watches.

V: Let's start at the very beginning. What led you to work with jewellery and watches?

G: My dad worked with watches and still does, even though he's technically retired now. He's a horologist: a repairer of timepieces. I grew up looking over his shoulder; I desperately wanted to follow in his footsteps. I had my own bench and tools, and loved tinkering and repairing pieces on my own when I was young. Well, actually, I still do, but I don't have as much time for it these days!

I was really excited to go and study horology, but Dad was convinced that quartz watches would completely overtake mechanical watches, and he didn't think that I could make a decent living. In the 1980s and '90s, most people bought cheap quartz models and didn't bother to repair them if they broke. We weren't so focused on sustainability back then! So, anyway, with the best intentions, Dad introduced me to a jeweler he did repair work for who was looking for staff, which was the beginning of things. Now, I can wave my finger at Dad and say I told you so because the luxury watch market is booming again, but it's easy to see why he was worried back then.

Changing Times.

V: Since starting out, you've worked with various Dublin jewelers and spent time with the Swatch Group, before you came to work with Ciarán, Peter, and MIJ in 2018. What have been the most noticeable changes you’ve seen across the industry since the 1990s?

G: There are so. many! The biggest changes have to do with technology and sustainability because that’s influenced how and what people buy. When I started working in jewellery stores, the ability to purchase things online didn't exist. We understood the idea of mail order, and we knew there were TV shopping channels like QVC in the US, but in Ireland, if you wanted something, you had to leave your house and go and look for it! Now, we take online shopping for granted - we need never go out in the rain if we don't want to! - but things were slower then. Now you can Google a style, see what options are available to you from around the world, and place an order within minutes. It has given consumers so much more freedom which is terrific.

I started working in the early Celtic Tiger years, and that period of time led to a lot of conspicuous consumption in Ireland; now, people have become much more thoughtful about how they shop. It's not just about being environmentally conscious, although that's part of it. The media and especially the internet have made the world a smaller place, and so issues like conflict diamonds became very prominent in the late '90s and early '00s. This led to the Kimberley Process in 2003, and customers began asking if we could assure them that their diamonds were conflict-free. Then ideas like FairTrade Gold arrived, and we're gradually seeing improvements in ethics across supply chains: from miners to consumers. Lab diamonds are a game-changer, too. There are lots of positives!

The other big thing, as I mentioned before, is the resurgence in mechanical watch sales and the appreciation for the incredible craftsmanship that goes into each piece. In a relatively short time, mechanical watches have become cool again in a way that tech watches never will be. The other thing about these timepieces is that you will hand them down to your children and grandchildren. I'm always reminded of the Patek Philippe slogan, which I think is genius: "You never really own a Patek Philippe. You merely look after it for the next generation." And, of course, that applies to all precious jewellery.

What Makes A Classic?

V: That leads me really nicely onto my next question! What do you feel is fundamental for those who want to purchase a genuinely classic piece of jewellery?

G: The classics are the classics for a reason, and it's often down to simplicity. The Claddagh is a perfect example of this, and it's Irish, so obviously, it gets bonus points for that! We know people have been wearing this ring style, and the similar Roman fede rings before it, for centuries. It's an astonishingly meaningful design. It pares down complex ideals to a simple and heartfelt motif: the hands for friendship, the heart for love, and the crown for loyalty and respect. Whether you make it in silver with plain lines, or whether it's constructed of platinum and flawless diamonds, the message is clear.

A solitaire engagement ring is similar - the first recorded diamond engagement ring was given in 1477 when Archduke Maximilian of Austria presented a diamond ring to Mary of Burgundy. I don't know if that was a political marriage - in those days, it probably was. Still, it's the idea of handing over something precious to prove your commitment. A solitaire says you're my one and only. It goes with everything. There's not much you can say against it, really! As a woman once said to me proudly many years ago, "He can add to my solitaire, but he can never remove it!" Which seemed fair to me at the time.

Jewelers Have The Best Stories!

V: Can you give me one jewellery story or customer purchase that made your heart extra happy?

G: I find these questions really hard because every single customer has their own story and reason for what they're purchasing, and even if it sounds cheesy, most of them are heartwarming. But, OK, there are two. One's about a piece of jewellery in our family, and the other's about a customer purchase.

V: Let's go with your customer first…

G: A gentleman contacted MIJ because he wanted to purchase a specific bangle and have it engraved with Will you marry me? for his partner. He planned to give it to her at Christmas, but they were in the middle of a house renovation, I think, so on Christmas day, she found a boiler under the tree, and was deeply unimpressed! They did need a boiler, but it wasn't quite what she imagined she might receive. She forgave him when he produced the bangle! I loved that because you know that they will tell their children and grandchildren that story in years to come. I often wonder what trick she played to get him back, even if she did say yes! The playfulness of it made me very happy.

V: I can totally see my husband doing something like that! Alright, tell us your family jewellery story; I'm looking forward to this!

G: Well, my dad met my mam in a nightclub, and he says he knew from the first minute that she was The One. She pushed him away from a pillar he was learning on so she could lean on it, and as he's always fond of saying, "She's been pushing me out of the way ever since!" He bought her a necklace for their first anniversary of dating: two padlocks linked together on a chain. He wanted her to know that this was serious!

My mam gave that necklace to my eldest daughter, Caoimhe, who hasn't taken it off since. And that's because my dad told the story of how he came to give it to Mam. There was a bombing in Dublin not long after they met. (V: This was the 1974 Dublin and Monaghan bombings that killed thirty-three people and injured three hundred between the two regions.) Dad was coming home from work, and the city centre was in an uproar. He said he ran home, got cleaned and changed, and then went straight back out again to try and find Mam. He needed to know she was safe because he knew people had been badly injured, so there would likely be fatalities. Mainly, they were explaining to the kids that there were no mobile phones back then and how much harder it was to know that the people you loved were OK. He couldn't even call Mam's family home because they had no house phone. He did all he knew how to do and went looking for her. He definitely went up several levels in Caoimhe's estimation that day, and she hasn't taken the necklace off since.

Only Connect...

V: That is ridiculously sweet on so many levels! This has always fascinated me about jewellery - these little scraps of metal and stone holding so much sentiment and memory; it's almost a kind of magic. What has been the biggest lesson you've learned from working in such an emotion-led business?

G: I always say that if you sell someone a watch, you might as well marry them because they'll be back whenever they need a new battery, or strap, or whatever! But it's more than that. People buy jewellery - predominantly - for emotional reasons, so if you're helping someone choose a piece or working to create an item that's just what they've been looking for, the chances are that you will hear the story of why they want it. It's not always engagements and weddings; it can be to commemorate a loved one's passing; it might be a reward for themselves for graduating or landing their dream job; it might be as a gift for the birth of a first child or grandchild. And a connection forms because even if you hear the same story of the same circumstances from ten different people in one day, the stories become as disparate as the people telling them. It's hard to explain, but as cynical as we can be about life, when you work with jewellery you get to see that there's a lot of love and caring in the world.

And the nicest thing is that, often, that connection stays. We have customers at MIJ who we speak to at least annually or who send me pictures of family events or things they have made. We don't use the word 'community' idly. We have great customers and love it when they keep in touch. I've seen you get excited over emails about proposals that went well or gifts for grandchildren that were well-received!

An Expert's Advice.

V: Oh, completely! I love to hear what happened next, you know? Because MIJ is an online business, what would your advice be for people contemplating significant online jewellery purchases?

G: It will depend on what you're shopping for, but broadly speaking, my two suggestions are to do your research and plan ahead!

Research can vary, depending on what sort of item you are looking for. So, for example, if you're buying for someone else and it's a surprise, you should consider the recipient's style and taste. If you take the time to recognise these things, the results are inclined towards success from the start. Also, remember, you can ask for advice from family members, best friends, and so on if you're in any doubt. Just remember to swear them to secrecy!

On the other hand, suppose you are searching for something together, as is often the situation with engagement and wedding rings. Then, your research will be more about what styles you are drawn to, your budget, and whether there are any particular design elements you want to incorporate in your rings.

Planning ahead is important because not every item will be available straight off the shelf. Many pieces in our range at MIJ are made-to-order, which takes time. Wedding rings are a good example. Gold bands can take anywhere from two to six weeks, so unless you're spontaneously eloping, you need to allow us time to make the rings and deal with any sizing changes that might be required. You will be wearing these rings for a long time to come, so it's worth taking the time to get them right. We'll always do what we can to help, but nothing beats people who plan ahead - they're always our favourite customers! It also gives people time to change their minds, reconsider their options, and generally makes the whole process much less stressful for the customer.

Online Offerings.

V: Browsing the high street and shopping online are quite different psychologically, aren't they? Do you have any recommendations for safe online shopping?

G: Most of the world's most respected designers and brands now have a virtual presence, and it's much more common for people to purchase high-value items online. Initially, everyone was skeptical about buying online - in the early days, we all believed we were going to get scammed, didn't we? But the reality is that online businesses, especially small ones like ours, survive because their customers trust them and know that they will receive excellent service and as much consideration as they would if they walked in off the main street. The usual caveats apply. If something is priced as if it's too good to be true, it probably is. Check other customers' reviews and never be afraid to contact the company to ask any and all questions. Lastly, if you're unsure, sleep on it and have another look tomorrow!

Ever Onwards...

V: Sound advice. What do you want to see more of in MIJ's future?

You know how excited I am about every new range and piece we launch, so it's hard to pick one thing! But a recent example is working with Aidan Breen; having him make a limited edition piece for our customers sets us apart as a small company. We are building on our existing relationships with immensely skilled craftspeople.

And lab diamonds! I love that lab diamonds allow people to buy the ring of their dreams at a much lower price point. We got a few doubtful comments when we launched our lab diamond range, but these are real diamonds. They cost less as they are easier to source and produce than their mined counterparts. If we can offer laboratory-grown diamonds with exceptional cut, colour, clarity and size at prices as much as forty per cent lower than natural diamonds, it widens the options available to our customers. We're finding that many of our younger customers are specifically looking for lab diamonds. They make sense and are every bit as beautiful as mined diamonds.

Our Irish Jeweler!

V: What has been the biggest lesson you have learned here at My Irish Jeweler?

G: That's easy. I learned about online business. Ciarán and Peter showed me what was possible, and it was possible because we have incredibly loyal customers. We gain new customers from their recommendations and reviews, and organically. Their confidence in us encourages new customers to buy from us, and so it grows. When you have solid foundations, you can build a solid business without sacrificing customer care levels, even if you don't have a physical storefront.

Happy Anniversary!

We’re extremely proud of our Head Jeweler, and we wish Gemma many more years of sharing her knowledge with colleagues, customers, and friends!

Now, where’s that cake?!