Do you prefer to shop online or in stores?

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December 6, 2013, 1:10 pm
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(NECN: Kristy Lee, Boston) - People spend a lot of money during the holiday season.

eCommerce is turning out to be a bright spot, a stark contrast to Black Friday sales, which fell from last year.

Despite those slumping numbers, one Massachusetts company is conducting an experiment to see if pop-up stores can survive in this digital landscape.

Time, convenience and other shopping trends are being closely monitored by Janet Holian, CEO of Gemvara, an online jewelry business born out of the idea that people cannot get exactly what they want from a local jeweler.

Gemvara allows consumers to create a custom piece of jewelry online, choosing from 29 different gemstones and nine different metals.

It's been a lucrative online business since 2010, but as of November of this year, Gemvara has been testing out its first brick and mortar store on Newbury Street in Boston.

According to Janet, early research tells them that people are more comfortable buying from an eCommerce site, if they know that company has at least one retail location. That's good news for the online sector of her business, but she admits this retail location is still an experiment.

Tags: Boston, Newbury Street, shopping, online shopping, Gemvara, eCommerce, Janet Holian
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