How TheGemmary got started

Introduce your Etsy shop and tell us your story. How did you begin and decide on what to sell on Etsy, and how do you create your products?

Greetings! My name is Dani Chavez, and I founded The Gemmary, LLC, in 2015. The Gemmary specializes in vintage, antique, and estate jewelry sold on multiple channels across the internet, including our custom website, thegemmary.com. We focus primarily on Victorian to Mid-Century, emphasizing Art Deco. Working for myself and following my dreams was the primary motivation for taking a chance at entrepreneurship. In 2015, I worked at a brick-and-mortar antique jewelry store and decided to take my passion for the past and modernize it for future generations. Etsy was the simplest way to start my online retail journey, with a user-friendly experience and an established network of buyers.

As a graduate gemologist, using my knowledge of gemstones to source antique and vintage jewelry made the most sense. Most of my inventory comes from estate sales or other retailers; I travel to Las Vegas yearly to attend JCK and buy from their sizeable antique show. I also consign jewelry for people who usually inherit items they do not want.

Favorite items

What are your favorite items? What makes these so special? Why do you think these items might be selling well?

I’m obsessed with all jewelry, but a few styles and stones stick out for me. I have a particular love of Art Deco pieces and the 1920s in general. Something about the design, the intricate work, and the character of Art Deco jewelry draws me in. I have also developed a love for Bohemian garnet jewelry, with its highly refractive, glowing red garnet pavé set into spectacular pieces of art. This also explains why they are among my best sellers; they really draw attention.

Antique 1920s Art Deco Onyx, 0.52 CTTW Diamond, and 14K Halo Ring Size 6.5
Vintage 1920s Art Deco Marquise Purple Glass, Sterling Silver, Gold, Imitation Pearl and Rhodium Filigree Choker 16" Necklace
Vintage 1930s Bohemian Garnet and Gold Wash Three Stone Halo Statement Ring Size 6.5
Antique 1900s Rose Cut Bohemian Garnet and Gilt Star Flower Choker Statement 17" Necklace

Getting sales on Etsy

How long did it take for you to earn your first sale and how do you currently attract customers to your Etsy shop?

It only took a few days after opening The Gemmary to place my first order. I can remember the thrill of hearing the cha-ching noise on my phone. I have worked hard on my SEO to index my listings higher in the search results. I’ve attended the EtsyU classes and read books and blog posts about marketing and advertising. I have several social media accounts where I post my jewelry photography. I also schedule photo shoots with professional models and photographers 3–4 times yearly to create constant content for my sites and socials. I also design and purchase ads, running them during peak shopping times and holidays.

Managing TheGemmary  

How do you manage your shop? Are you running solo or do you have any team members? What tools or services do you use to run your shop and how do you handle fulfillment?

I am primarily a one-woman show when it comes to running The Gemmary. I handle all order fulfillment, customer service, advertising, PR, inventory purchasing, accounting, website maintenance, photography, and content creation for my sites. I hire a talented writer to handle my blog, and I contract models for my seasonal photo shoots. I’ve recently taken over the photographer role on my photo shoots to push my creativity and have more control over the finished product. I use QuickBooks for all accounting purposes and Etsy shipping labels for fulfillment. For post-production photography, I use Adobe Lightroom and the video editor on my Samsung S22+. I will ship any order as soon as possible. Everything is streamlined in my office to pack orders and send them out worldwide.

The future of TheGemmary

What goals do you have for your shop in the future?

Like any microbusiness owner, my goals always involve sustainable growth over time. I’d like to expand my business into higher-end fine jewelry and hopefully hire a few employees in the future. I also want to become an appraiser to add to the services offered by The Gemmary.

Advice for new sellers

What’s your advice for a new seller starting an Etsy shop?

Patience. Very few, if any, new shops take off with a bang. There are so many shops and so much competition that you must continually progress and grow the business. It takes a few years of constant listing and sales to appear higher on the search results, which is crucial to driving sales. I also analyze shops I admire for what they are doing well and what I would change. Try to be creative with how you present your items and differentiate yourself. Finally, always believe that you can do it!

Alura Team
Alura Team

Alura is your all-in-one platform for selling on Etsy. With more $500.000+ gross sales over four years selling on Etsy, Alura is built by experienced sellers for sellers. Start with a free account and explore all the features you need to start, run, and grow your Etsy shop.