Don't miss a gem
Founder & CEO
Founder of The Jewels Club, Andrew creates platforms that connect the world of jewellery through community, content and access.
For many jewellers, offering a broad selection of coloured gemstones online comes with a challenge. Holding inventory requires investment, availability must be monitored constantly and stock can tie up valuable cash flow that could be used elsewhere within the business. CR Gems believes technology can help address that challenge.
The company’s API integration allows retailers, designers and bespoke jewellers to display CR Gems’ gemstone inventory directly on their own website while maintaining complete control over branding, design and customer experience.
From the customer’s perspective, the process is seamless. The gemstones appear naturally within the retailer’s website, creating the impression of an extensive in-house inventory while allowing the retailer to remain selective about which stones are displayed.
A key aspect of the system is flexibility.
Retailers can choose exactly which gemstones they wish to showcase, whether they want to display a small curated collection or a significantly larger selection.
They also retain full control over pricing and markups, ensuring the gemstones remain aligned with their own business model and customer proposition.
Rather than directing customers elsewhere, the system keeps the entire experience within the retailer’s own website, reinforcing brand identity and customer confidence throughout the purchasing journey.
One of the biggest challenges when selling loose gemstones online is ensuring availability remains accurate.
Unlike standard jewellery products, gemstones are unique. Once a stone is sold, it cannot simply be reordered.
CR Gems’ integration addresses this through real-time inventory updates. When a gemstone becomes unavailable, it is automatically removed from participating websites.
If a customer expresses interest in a particular stone, it is immediately reserved and removed from other connected platforms, helping prevent duplicate enquiries and reducing the risk of disappointment.
The process allows retailers to offer a wider gemstone selection while maintaining confidence that the inventory being displayed remains current.
The technology may prove particularly valuable for bespoke jewellers.
Consumers increasingly expect choice when commissioning custom jewellery, whether selecting a centre stone for an engagement ring or sourcing a coloured gemstone for a one-of-a-kind design.
Traditionally, presenting that level of choice required significant inventory investment.
Through API integration, jewellers can showcase a far broader range of gemstones while preserving working capital and reducing the need to physically hold stock.
The result is greater flexibility for both retailer and client.
Seamlessly connect your website to thousands of live gemstones through CR Gems’ API integration
One retailer already using the technology is Jewels by Terri.
Visitors browsing the gemstone section of the website can explore a wide range of loose gemstones presented within the retailer’s own online environment. Click the link to see - jewelsbyterri.com/gemstones
While the customer experience remains entirely within the Jewels by Terri website, the inventory is supplied through CR Gems’ API integration, demonstrating how the system operates in practice.
"Jas and his team have made it so handy for me to get involved selling beautiful gemstones. I’m thrilled with how smooth it’s been".
Terri Levitsky, Jewels by Terri
Jewels by Terri’s gemstone collection powered by CR Gems’ API integration
The jewellery industry has traditionally relied on physical inventory, supplier visits and personal sourcing relationships.
However, consumer buying habits continue to evolve, with more bespoke jewellery enquiries now beginning online.
That shift is creating new opportunities for gemstone suppliers and retailers alike.
CR Gems’ API integration allows jewellers to display live gemstone inventory directly within their own websites, complete with their own branding, pricing structure and customer journey. The result is a broader online offering without the financial commitment of purchasing additional stock upfront.
For retailers focused on bespoke jewellery, the ability to present a significantly larger gemstone selection online may help bridge the gap between traditional gemstone sourcing and modern customer expectations.
CR Gems’ API integration connects live gemstone inventory directly to retailer websites
The most interesting aspect of CR Gems’ API solution is not simply the technology itself, but what it enables.
By allowing jewellers to expand their gemstone offering without holding additional inventory, the integration creates greater flexibility for retailers, more choice for consumers and a more efficient route to market for coloured gemstones.
As online jewellery retail continues to evolve, solutions that improve customer choice while preserving cash flow are likely to become increasingly important.
Explore CR Gems API: cr-gems.com
View the Jewels by Terri gemstone selection: jewelsbyterri.com/gemstones
UK Jewellery Sector Demands Government Action for Small Businesses
UK jewellery and allied craft leaders unite to call for urgent government reform, highlighting the structural challenges facing small and microbusinesses.
READ MORE
A Pact Signed in Power — and Sealed in Gold
India–UK FTA signed by Modi and Starmer unlocks $2.5bn trade vision for Indian jewellery exports
READ MORE
Tariff Shock – What Trump’s 50% Duties Mean for India’s Gold, Jewellery & Diamond Trade
India’s jewellery and diamond industries face unprecedented pressure as US tariffs jump to 50%, prompting official backlash and rapid readjustments in trade strategies.
READ MORE
