The GEM Award for Retail Excellence recognizes the companies who are using innovative strategies to create positive change to how jewelry and/or watches are sold. The retailer -- online or brick-and-mortar -- may be recognized for their excellence in e-commerce, technological advancements, in-store experience, digital applications or any combination thereof.
Winner: Threads
Broken English
Broken English is synonymous with the laidback luxury that defines how women wear their jewelry today. The brand's three boutiques offer a thoughtfully curated mix of contemporary and vintage jewelry in effortlessly chic, intimate surroundings. Established in 2006 in Los Angeles by owner Laura Freedman, Broken English expanded to the heart of New York’s SoHo in 2014, and in April 2017 to Newport Beach, CA -- this most recent location featuring homeware in addition to fine jewelry. Two things unite each store and define Broken English's enduring success: a commitment to exceptional customer service and to supporting the artistry and craftsmanship of the world's leading designers.
Cellini has been a premier New York independent jeweler and haute horology salon since it first opened its doors at the Waldorf-Astoria Hotel in 1977. Today, the Cellini flagship store on Park Avenue offers a rich assortment of exceptional jewelry that includes everything from custom treasures to timeless designs from designers like Carrera y Carrera, Fabergé, Sutra and Wellendorff. Cellini’s horology collection appeals to a wide range of enthusiasts, from those searching for their first fine timepiece to seasoned collectors who appreciate seeing rare watches from world’s most exclusive and innovative watchmakers, including De Bethune, Greubel Forsey, MB&F and Ressence.
Threads ( is doing something truly unique in luxury fashion, influencing a highly engaged global audience of high-net-worth millennials through innovative editorial content on Instagram, Snapchat and other social media platforms. Sales and styling advice are made using messaging platforms, where the company engages its next-generation clients with a bespoke, personal and high touch styling service akin to a luxury retail experience. Orders are facilitated directly through mobile chat platforms. According to the company, there are no limits to the products and service they can provide: “We are not bound by any inventory constraints and can therefore find you whatever it is you desire.”