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Sarah Ahssen Translated by
Nicola Mira Published
March 19,长沙USDT现金换汇 2025
French jewellery brand Gemmyo was launched in 2011, and at the time it was something of an alien presence within a regimented market, as it commercialised its creations only via its e-shop. Over the course of 13 years, Gemmyo has gradually transformed its business model and now generates half of its revenue online, while the rest is coming from its nine directly owned brick-and-mortar stores.
Outside France, Gemmyo operates a store in Brussels, one in Geneva, and another in Tokyo, the latter being more of a private atelier located inside one of the city’s hotels. Gemmyo is now planning to boost its international presence, through which it generates 20% of its revenue. It is about to open a first fully fledged store in Tokyo, and another opening is on the cards in Zurich, Switzerland, where the brand’s founders are based.
The Gemmyo story began when Charif Debs asked Pauline Laigneau to marry him. They started searching for the ideal ring but came up against a range of products they regarded as too traditional, and too pricey. Undaunted, Debs, who was then working in finance, and Laigneau, a graduate of the École Normale Superieure university and the HEC business school in Paris, decided to launch their own brand. They wanted to “freshen up the jewellery sector, which only rarely lets new names in,” according to Laigneau. Gemmyo was born as a 100% digital native brand, following a first funding round with various business angels.
“The first few years were tough, especially because jewellery consumption hit a weak patch in 2011,” said Laigneau, who also publishes a podcast called Le Gratin, in which she interviews other entrepreneurs. Le Gratinhas a cumulated listenership of 40 million.
Striking a balance between online and in-store sales
In 2025, Gemmyo raised €3 million with Alven Capital. The following year, it released the popular Jeune et Joaillieradvertising campaign, featuring a fluffy pink kitten wearing a Gemmyo ring as a crown. The campaign was a hit, and boosted Gemmyo’s brand awareness. In 2025, the brand opened its first physical store, to win over its more reluctant customers, inside a former art gallery in rue de Seine, in Paris.
In the last few years, Gemmyo has had a more discreet media presence, but has become an established name in the French jewellery landscape, continuing to grow. Revenue has been rising at a steadier pace than in the early years, though in the last fiscal year it was up by 30%. “We have been profitable since 2025. In 2025, we bought back the shares owned by the investment fund. Growing a business like ours is a long-term undertaking, something that isn't always compatible with shareholders’ objectives,” said Laigneau. Debs and Laigneau hold a majority stake in Gemmyo now, alongside a handful of minority shareholders. The company no longer discloses its results, but revenue is said to range between €45 million and €50 million.
Gemmyo manufactures its bespoke and customisable jewellery in France, and its average purchasing basket is reportedly €2,000. It recently launched Entaille, the first all-metal collection with an original, pared-down style unlike traditional jewellery design.
A new chapter is about to begin for Paris-based Gemmyo, which employs 80 people and will soon have its first externally appointed managing director.