Eleven years ago, one woman’s creative hobby became a thriving jewelry business. Today, Nela Gems is known across Latvia for a wide range of jewelry for different tastes and preferences, with a good balance between quality and price, and excellent client service. But like many success stories, it started from something small – and a bit unplanned.
From a hobby to a business – and a lesson in plastic bags
The story of Nela Gems began more than a decade ago with a simple wish – to do something creative. At the time, founder Nela Strenge was working in an office but felt the urge to create something with her own hands – something she had loved doing since childhood. What started as a small side project soon became a passion that grew into a business.
“I was working in an office but wanted to do something creative while earning a little extra. I’ve always loved working with fine details, so I started making jewelry at home, photographing my creations, and sharing them on Instagram. That’s how the first sales appeared – and before I knew it, everything started to grow,” says Nela Strenge, founder of Nela Gems.
She still remembers her very first sale – the moment that made the idea of running her own business suddenly feel real. It was both exciting and… slightly awkward.
“When my very first customer reached out, I realized I had the jewelry – but nothing to put it in. The only thing I had at hand was a plastic bag. The client didn’t say anything, but that day I learned an important lesson – that a good product is only part of the experience. Every little detail, even packaging, shapes how customers feel about your brand,” says Nela.
Behind every success – a few lessons learned the hard way
Over the years, the brand evolved from a side project into a stable business. Today Nela Gems offers a wide range of jewelry that blends craftsmanship with accessibility. Its unique strength lies in the balance of quality, price, and personal service – and more than half of its customers return for repeat purchases.
“There have been many business turning points. Of course, the biggest challenge has been the pandemic. Luckily, we already had an online store at that time, so when in-person sales stopped, online orders began flooding in. At one point, we could barely keep up with production – it was both exciting and stressful at the same time,” says Nela.
Still, not every experiment worked. Some ideas that seemed promising on paper didn’t deliver the expected results, but each setback offered a valuable lesson on what truly drives the brand forward.
“At one stage, we had to close a physical location because it simply wasn’t profitable. It’s never easy to make that decision – you keep hoping things will improve. But sometimes, you have to be honest with yourself and move forward. That’s part of growing,” says Nela Strenge.
When next-day delivery becomes the new luxury
As Nela Gems grew, so did its customers’ expectations – and their definition of what “good service” means. What once felt like a pleasant surprise has now become the bare minimum: customers want quality, speed, and seamless communication all at once.
“The balance between price and quality is still important, but now customers also care about convenience, delivery speed, and communication. During the pandemic, next-day delivery became the norm – something that once surprised people is now simply expected. That’s why having a reliable partner like Venipak makes such a difference – it helps us meet those rising expectations every single day,” says Nela.
As order volumes increased, logistics became a crucial part of maintaining customer satisfaction. Fast delivery is no longer just a matter of convenience – it’s an essential part of the brand experience.
“At first, we chose Venipak for their competitive pricing. But over time, we realized how much value they bring – from the wide network of parcel lockers to delivery speed and reliability. Our customers are happy, and for us, that’s what matters most. Today, efficient logistics is not just a back-office function – it’s part of what defines a great brand,” says Nela.
Looking ahead – and advice for new entrepreneurs
For Nela Gems, stability is not the end goal – growth is. After more than a decade in business, the brand has built a strong foundation, but the ambition to evolve and reach new markets remains.
“We have thoughts to expand abroad, as Latvia is a very small and saturated market. Overall, we want to keep improving. That means expanding our product range, offering new designs, improving production quality, and developing faster, more convenient delivery options. There’s always something new to learn, and every stage of growth brings its own challenges,” says Nela Strenge.
And what advice does she have for others dreaming of starting their own business? Success, she says, rarely happens overnight – but persistence pays off.
“Don’t wait for the perfect idea – it may never come. Start with something real, test it, and learn. Don’t give up at the first challenge, and don’t expect things to work instantly. And most importantly, focus on your customers – understand what they want, not just what you like yourself. That’s how you grow something that lasts. Every small step forward counts,” says Nela.
