Q&A with Paul Campbell, Founder of GEMS

Paul Campbell: Gems began trading on the 24th Oct 1989. Currently, we have seven company owned stores throughout NI.

Gary Rigby: What do you see to be the main distinctive features of the GEMS business concept?
PC: Firstly, we are careful to select the quality brands that we associate with and the stock-lines promoted in each shop. Secondly, Gems as a company has its own range of brands that are exclusive to Gems. This exclusive range is ever under development. Thirdly, and most importantly, we distinguish ourselves in delivering this experience that produces repeat and referral business. A key part of the Gems customer experience is seeking to respond to the specific needs of each customer by having a flexible approach.

With our AROCA brand we offer the customer the opportunity to build their own 'ring'. They first of all choose the shank, then the appropriate setting and stone(s). In this way the customer designs their own bespoke exclusive product unique to themselves.

GP: Why did you decide to franchise and what are your objectives?
PC: After 20 years Gems has developed a proven model for the entire operational system. We can teach someone else our model in a way that they can succeed with their commitment to replicating the Gems formula for success. Our future path of expansion is going to be through the franchise system.

GP: What kind of package are you offering to the franchise owner?
PC: Gems is offering a full business format franchise in which all the ingredients necessary for success form part of the package. This includes a comprehensive training programme, site selection, full shop fitting, effective on-location launch programme, introductory promotional offers and a comprehensive Operations Manual.

GR: Can you summarise the ongoing support services that you provide to the franchise owner?
PC: Central to our very effective back-up and support is GBOS. This is our bespoke IT system that enables franchise owners to maximise their business administrative efficiency. Ongoing research and development is an integral part of our support. We maintain a keen awareness of global market trends in the jewellery sector. Gems is constantly introducing new products and methods which ensure that franchise owners will be kept at the cutting edge of market developments. A very important part of the Gems support is to specify the actual mix of product lines to be displayed and promoted in each individual shop. In this way, we ensure that each shop maximises its revenue and profitability. Franchisor personnel will visit each shop, analyse the key performance indicators and advise franchise owners appropriately.

GP: What kind of training programme must the new franchise owner undertake?
PC: Gems provides a comprehensive programme combining classroom training at head office with in-store hands-on experience. The training programme is geared to ensure that new franchise owners develop competency in every aspect of the operational method. With our membership of 'The National Association of Goldsmiths', we can provide franchise owners with access to external training covering every facet of the jewellery business.

GR: Who is responsible for obtaining the premises and do you have clearly defined criteria for premises selection?
PC: Gems is totally responsible for approving the selection of premises. In the hard school of business experience we have learned the secrets of what is best. In addition to new store openings, we can also provide at certain selected locations, established businesses under the Gems brand available for purchase as a franchise in Northern Ireland. This offers franchise owners the ability to buy in to an already profitable trading operation which is extremely attractive.

GR: What kind of earnings opportunity can be enjoyed as a franchise owner?
A: Gems has its own office in Asia whose function is to source everything from packaging to products on exceptionally good terms. Gems has developed, over many years, strong business relationships with suppliers. As a result, franchise owners can enjoy the benefits of excellent good margins on the product lines and reduced operating costs on promotional items and packaging. This provides the opportunity for franchise owners to build a very attractively profitable business.

GP: Has the franchise owner any responsibility with regard to the product lines displayed in the shop?
A: No. Gems has total responsibility for the product lines stocked at any one time. This enables the franchise owner to concentrate on sales and customer servicing.

GP: What kind of person are you looking to appoint as a franchise owner?
A: First of all, we are looking for someone who has a natural smile and is able to relate well to people. The franchise owner must have the commitment to replicate the Gems proven system and be enthusiastic about imparting the Gems customer experience. If we have the person with a friendly manner, commitment and enthusiasm, we believe we can teach them to successfully operate the Gems business.

FDS Consultants

Franchise Development Services has assisted UK and international franchisors in the development of their franchise networks for some 25 years, building a reputation as one of the UK's leading franchise consultancies

Gary Rigby
Gary has been involved with franchising for the last 20 years. Over these years he has acquired extensive hands-on and factual experience in all aspects of franchising.

Gordon Patterson
For over 25 years Gordon has gathered a vast knowledge of franchising and contributed to the franchise success story of many brands, building a reputation as one of the UK's leading franchise consultants.

Some brands we have consulted for: Eddie Rocket's, Gems, Cleaning Doctor, The Frying Squad, the streat