What does it take to build a modern jewelry business around pieces that can be more than 100 years old?
Catherine Thies, co-owner of Filigree Jewelers in Minneapolis, joins Anthony Haddad on Bling Talks to share the story behind the business, the systems that helped it grow, and how technology is changing the way an independent jeweler operates.
Catherine started with just five rings.
She listed jewelry on Craigslist, met customers at coffee shops, reinvested into inventory, moved into an office, transitioned into an appointment-based showroom, and continued building what would eventually become Filigree Jewelers.
Today, Filigree specializes in antique and estate jewelry while also offering vintage, custom, modern, and in-house designs. Catherine and her team work with unique gemstones, old European cuts, colored sapphires, vintage stones, and repurposed materials while combining traditional jewelry expertise with modern business technology.
In this episode, Catherine and Anthony get into the real operational side of running a growing independent jewelry store.
They discuss why systems become essential as a jewelry business scales, how Filigree tracks repairs and inventory, why Shopify became part of the operation, and how technology gives employees more visibility and ownership.
Catherine also shares how Filigree uses Gem Lightbox for jewelry photography, Claude and AI for product content and marketing, analytics to understand what customers are actually buying, and digital tools to make better marketing decisions.
But technology is only part of the conversation.
Catherine explains why hiring the right people, paying employees well, building a collaborative culture, delegating work, and understanding your own weaknesses as an owner can be just as important as any piece of software.
And as AI becomes more powerful, Catherine makes one thing clear: jewelry is still deeply personal.
Technology can improve the systems behind the business, but customers still want to feel heard, understood, and cared for.
IN THIS EPISODE:
• How Catherine started Filigree Jewelers with only five rings
• Selling jewelry through Craigslist and meeting customers at coffee shops
• Reinvesting into inventory and growing step by step
• Building an antique and estate jewelry business
• Repurposing vintage gemstones into modern jewelry
• Lessons learned from evaluating diamonds and gemstones
• Why organization becomes critical as a jewelry store grows
• Using SWIM to manage jewelry repairs and workflow
• How systems give employees more ownership and visibility
• Using Shopify for inventory and point-of-sale management
• The challenge of managing one-of-a-kind jewelry inventory
• Knowing when an owner becomes the bottleneck
• Hiring specialists and delegating responsibilities
• Why Catherine believes great employees should be paid well
• Building a team culture where everyone helps close the sale
• How Filigree Jewelers uses Claude and AI
• Why Gem Lightbox became an important photography tool
• Using analytics to understand what customers actually buy
• Using AI to improve marketing decisions
• Why personal video content still matters
• What should—and should not—be automated
• Why making customers feel cared for remains one of the most powerful advantages in jewelry
CHAPTERS:
00:00 Welcome to Bling Talks
00:41 Inside Filigree Jewelers
01:11 Starting with five rings
03:27 Craigslist, coffee shops and reinvesting
04:57 Learning from mistakes in the jewelry business
06:19 Building systems for repairs and growth
08:26 Organization, peace of mind and trusting your team
10:08 Shopify and moving beyond paper
14:31 Pricing, sourcing and the Filigree inventory model
17:52 Can the business run without the owners?
21:57 Knowing your strengths and what to delegate
25:08 Paying great people and building team culture
26:56 The technology behind Filigree Jewelers
27:19 Claude, content and Gem Lightbox
28:43 Shopify, customer tracking and integrations
30:28 What should—and shouldn’t—be automated?
31:39 Using AI and analytics to improve marketing
34:53 Why customer experience still matters most
36:00 Closing thoughts
ABOUT CATHERINE THIES
Catherine Thies is co-owner of Filigree Jewelers, an independent jewelry store in Minneapolis specializing in antique and estate jewelry along with vintage, custom and modern pieces.
Filigree Jewelers combines traditional jewelry expertise with unique inventory, repurposed gemstones, modern technology, digital marketing, and a highly personal approach to customer experience.
Explore Filigree Jewelers:
https://www.filigreejewelers.com/
Connect with Catherine on LinkedIn:
https://www.linkedin.com/in/catherine-thies-29ab8b27/
WATCH THE VIDEO EPISODE
Watch this episode of Bling Talks on YouTube:
https://youtu.be/2ofHowbrXFo
ABOUT THE HOST
Anthony Haddad is the host of Bling Talks and founder of JewelryBox.ai. He interviews jewelry leaders, entrepreneurs, innovators, and business builders to uncover the strategies, challenges, and stories shaping the future of jewelry and modern business.
GROW YOUR JEWELRY BUSINESS WITH JEWELRYBOX.AI
JewelryBox.ai helps jewelry businesses improve marketing, lead generation, customer communication, sales follow-up, content, CRM, funnels, and automation without managing disconnected systems.
Learn More:
https://jewelrybox.ai/
Book a Demo:
https://jewelrybox.ai/demo-call
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https://jewelrybox.ai/bling-talks-podcast
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Third-party platforms and products discussed in this episode are mentioned in the context of the guest’s experience. Any commercial relationship or sponsorship, if applicable, should be disclosed separately.
