Joe Abitol shared their story and experiences with us recently and you can find our conversation below.
Joe, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What do you think is misunderstood about your business?
When I tell people I’m in the diamond business, I can see them thinking “expensive jewelry for show-offs.” But honestly, that couldn’t be further from the truth. The couples who walk into Gem Jewelers Co. aren’t looking to flash cash, they’re searching for something that captures a moment they never want to forget. I’ve watched grown men get teary-eyed picking out their grandmother’s engagement ring style, and seen mothers carefully selecting a pendant to mark their daughter’s sweet sixteen, knowing it’ll be treasured long after they’re gone. What really moves me is when customers come back years later and light up telling me about all the memories that piece holds. That’s what we’re really selling here, not just sparkly rocks, but the keepers of your most precious moments. These diamonds will outlast all of us, carrying forward the love stories and celebrations that matter most.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Joe, and together with my sister, I co-founded Gem Jewelers Co. After spending over 25 years in our family’s jewelry business, we wanted to create something meaningful that combined our expertise with a fresh approach. Based in Los Angeles’ Jewelry District, with a showroom in Miami, we serve customers across the USA and Canada. At Gem Jewelers Co., we specialize in natural diamond jewelry like tennis bracelets, tennis necklaces, and engagement rings, but what makes us unique is that we’ve made luxury more accessible. By offering high-quality pieces at lower prices, we ensure more people can celebrate life’s special moments with timeless, beautiful diamonds.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My dad taught me the most about work. Growing up in our family’s jewelry business, I saw firsthand his dedication, integrity, and attention to detail. He showed me that success isn’t just about making a sale—it’s about building trust, delivering quality, and treating customers like family. His work ethic and passion for craftsmanship inspired me to carry on the tradition in our own way through Gem Jewelers Co., while also bringing fresh ideas to the business.
If you could say one kind thing to your younger self, what would it be?
I would tell my younger self, “Trust the process and believe in your vision.” There will be challenges, and not everything will go as planned, but each setback will teach you something valuable. Stay patient, stay curious, and keep working hard, because the path you’re on will lead to something meaningful and rewarding.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Whose ideas do you rely on most that aren’t your own?
The ideas I rely on most, outside of my own, come from my dad and my sister Hann. My dad’s decades of experience in the jewelry business have shaped how I approach quality, craftsmanship, and building long-term customer relationships. Hann brings a fresh perspective on design and trends, helping us create natural diamond pieces that feel timeless yet modern. Together, their insights keep Gem Jewelers Co. grounded in tradition while still moving forward with innovation.
Okay, so let’s keep going with one more question that means a lot to us: Are you doing what you were born to do—or what you were told to do?
I honestly believe this is what I was meant to do. I had the option to become a doctor and was even encouraged to go to medical school, but growing up surrounded by the jewelry world, my passion naturally shifted toward it. Being part of a jewelry family definitely influenced my path, but when my sister and I decided to start Gem Jewelers Co., that decision came straight from the heart. There’s something special about creating beautiful, meaningful diamond jewelry and sharing it with people. For me, this isn’t just a job or even a career, it truly feels like my calling, exactly where I’m meant to be.
Contact Info:
- Website: https://gemjewelersco.com/
- Instagram: https://www.instagram.com/gemjewelersco/?hl=en
- Twitter: https://x.com/gem_jewelers?lang=en
- Facebook: https://www.facebook.com/gemjewelersco/
- Youtube: https://www.youtube.com/channel/UCENx9Aqmc05AxmgsDqRIn8g
- Other: https://www.pinterest.com/gemjewelersco/
Image Credits
Joe Abitol
