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Supplier Spotlight: Delmar Jewelers

Founded in 1978 by CEO Julie Schwartz in the basement of a family home in Montreal, Quebec, Delmar Jewelers was born from Julie’s passion for pearls. In 1999, Delmar embraced e-commerce, leading the way in online jewelry sales and third-party drop shipping.

“Delmar continues to innovate with data-driven product development, an in-house marketing team with a constant flow of creative ideas, and our fully integrated drop-ship technologies,” says Delmar’s president, Pinny Gniwisch.

Delmar has grown its operation to over 60 retail partners and is at the forefront of jewelry design and innovation. Despite their growth, Delmar has remained a family-owned business committed to giving back through donations to charitable organizations. The company partners with several charities to share a portion of its revenues, such as Dress for Success, the American Breast Cancer Society, Jewelers for Children, and more.

Innovation is a core value at Delmar Jewelers. They continuously introduce new products, launching a fresh assortment twice annually.

Pinny explains, “Our design process integrates merchandising, design, and market research. Our merchandising team, armed with best-selling data and market insights, collaborates with Design Director Steven Grotell, a veteran of Tiffany & Co., David Yurman, and more.

“Steven transforms these insights into innovative designs, which our product development team of gemologists and merchandisers then evaluate to ensure they meet our high-quality standards.”

Artificial intelligence has been incorporated into Delmar’s design process, which has broadened their ability to create an assortment based on data and customer trends.

Delmar recently launched a lab-created diamond collection, “Created Forever.” The collection was designed to fill a large void in the lab-created world of fashion fine jewelry and fancy shape bridals.

“Lab-created diamonds also embody our commitment to the environment and sustainability,” adds Pinny. “The ‘Created Forever’ pieces incorporate fancy shapes, creating a modern romantic design aesthetic. This collection allows brides to choose not just their engagement ring, but also matching pieces for their big day and beyond.”

They also recently launched two new collections with the Signet group, which they designed with its merchandising and marketing teams.

Delmar became a member of the American Gem Society (AGS) in September 2023. “AGS combines expertise, ethical standards, and valuable connections, allowing us to network with like-minded individuals.”

Pinny continues that today’s customers want to have a digital store to browse and purchase. “As expert suppliers with 20+ years in drop-shipping, we joined AGS to help retailers expand their online assortment. Furthermore, we’re committed to positively impacting society through the jewelry industry and are excited to connect with companies sharing our societal vision.”

Visit Delmar Jewelers at to learn more!