Genevieve Collection (GVCOJ) was created with a mission: to make beautifully made fine jewelry affordable for every woman. 

For our founder, Jennifer Lai, a love of fine jewelry runs in the family. As the daughter of a wholesale jeweler, Jennifer grew up traveling the world while her father ran his business. Surrounded by dazzling diamonds and richly colored gemstones, she developed a passion for beautiful fine jewelry.

Growing up with the knowledge she had from observing her father’s business, she noticed a problem: traditional jewelers charged enormous mark ups for their jewelry, often 8 to 10 times what a piece of jewelry actually cost to make! This mark up put luxury jewelry out of reach for most women, making them unable to enjoy it for themselves. So, Jennifer set out to find a way to make luxury jewelry accessible to everyone.

Jennifer decided to begin studying for her GIA Graduate Gemologist certification and create her own brand. Using the knowledge she gained from her studies and the access to resources she had from her family’s business, she came up with a plan to make her brand affordable for all women. She decided to source, design, and manufacture her brand in-house, then sell her line directly to customers through an online fine jewelry store, saving on high overhead. And, of course, she decided to skip the outrageous mark ups charged by traditional jewelers. After earning her GIA Gemologist certification, she put her plan into action. Thus, in 2013, Genevieve Collection was born.

Today, Genevieve Collection Jewelry (also known as GVCOJ) is enacting its mission of making fine jewelry accessible to every woman. We now have a dedicated team that allows us to design, source, create, and ship our products directly to customers. We’re focused on creating jewelry that is beautiful, luxe, and versatile. Our pieces are designed to spark creativity and inspire a sense of fun in the wearer. With stackable and convertible designs, Genevieve jewelry can be worn in countless different ways.

We continuously strive to create unique designs that are not only affordable and beautiful, but also easy and fun to wear.

See what's new at GVCOJ: 

We want our versatile fine jewelry to be accessible to every woman. With our streamlined direct-to-consumer business model, we’ve set out to do just that. Our process allows us to save money along every step of the way and we pass our savings directly on to our customers.

Here’s how it works. First, our direct sourcing allows us to get affordable access to the finest materials. Then, our expert in-house team hand selects the diamonds and gemstones we use in our pieces, ensuring that they are 100% natural and pass our strict quality control standards. Next, our expert craftsmen create each piece of GVCOJ jewelry in our state of the art studio.

Finally, we sell our jewelry directly to you on the Genevieve Collection online jewelry store. Always high quality, never with outrageous mark ups. That’s the GVOCJ difference.