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Home > Products > Success Stories > Jewelry Retail Entrepreneur Goes CAD/CAM

Michael Gerwig builds business and success around Gemvision’s CAD/CAM products
Featuring Michael Gerwig, Michael-Seigler Jewelry & Design: Fayetteville, AR

Michael Gerwig using Gemvision’s Matrix 3D Software. When Gemvision invited him to be in the first group to learn about Matrix three-dimensional jewelry design software, he dove into the opportunity.

This design won Gerwig an Honorable Mention in the 2005 Gemvision Matrix Design Contest.

After 30 years as a bench jeweler, sales professional, manager and owner,
Michael Gerwig had a very clear image of how he wanted to establish his new store in Fayetteville, AR. He envisioned Michael-Seigler Jewelry & Design as a unique jewelry design and custom-manufacturing salon built exclusively on the foundation of CAD/CAM technology.

Gerwig began his career by machine engraving while still in high school. After graduation, he was trained to work at the bench. Recognizing his desire and capabilities, his employers sent him to a national jewelry program to learn professional repair, setting, design and manufacturing techniques. Upon returning to the store, he focused on the bench but also helped with sales and design. “They allowed me to grow in every possible way and never held me back,” he says of his employers. “If I showed an interest, they supported me with training and provided me with opportunity.”

As his entrepreneurial spirit grew and he realized ownership opportunities weren’t likely at that location, he moved on. Unable to find the right fit on his own, Gerwig contacted an industry placement service to help him search for an employment opportunity that could lead to ownership. He started to work at a store in Little Rock, AR, in 1990 and bought the business in 1992. He continued to work at the bench for a couple of years while revamping and reorganizing the business.

Gerwig entered the world of computer-aided design in 1995 when he bought Digital Goldsmith, Gemvision’s two-dimensional jewelry design software. He had a knack for design and presentation in this new venue and, realizing success with his customers, he began to see the future of his operation solidify. When Gemvision invited him to be in the first group to learn about Matrix three-dimensional jewelry design software, he dove into the opportunity.In 2002, Gerwig and his wife reevaluated their priorities and moved to Fayetteville to be closer to her family. They liquidated the Little Rock inventory, sold the store and moved to Fayetteville. In 2003, he opened Michael-Seigler Jewelry & Design, which has become a hugely successful model of how to incorporate CAD/CAM technology into jewelry retailing.

The Showroom at Michael-Seigler Jewelry & Design features several 2-ft.-sq. Matrix renders of Gerwig’s jewelry designs, a specially designed Computer Aided Jewelry Design center, and a 50-in. flat panel monitor to view design ideas and finished renderings.

Upon entering Michael-Seigler Jewelry & Design, customers are immersed in Gerwig’s design world. Beautifully crafted showcases feature original jewelry Gerwig and his staff designed and created in their in-store shop.

Displayed on the walls of the professionally designed contemporary showroom are several 2-ft.-sq. images of Gerwig’s jewelry designs, highlighting his innovative style and communicating the store’s niche. The images are 3D renderings of designs he created by using Matrix, Gemvision’s 3D design software. The images are printed on canvas by a local print shop and look like oil paintings.

The showroom features a specially designed Computer Aided Jewelry Design center where customers are seated to discuss the creation of their new jewelry. The center includes a 50-in. flat panel monitor to view the design ideas and finished renderings. When not in use for consultation, the screen displays a series of Matrix images of Gerwig’s jewelry designs in a slide-show format.

High visibility is the key to the success of Gerwig’s custom design, jewelry and service business. He planned his in-store shop to be located directly behind the central stand-up service counter, generating interest from repair customers.

The sales staff at Michael-Seigler is instrumental in working with clients and inspiring custom orders. The showcases hold several finished original designs as examples.

Once Gerwig puts the finishing touches on a detailed version of the initial design, the customer returns to the store for a final consultation before work begins on the jewelry.

Customers seeking custom design sit at Gerwig’s design center to share ideas and discuss parameters. As they communicate their ideas, Gerwig shows similar elements from previously designed pieces on his computer using Gemvision Matrix software. He has a library of design elements and finished work, all categorized and easily accessible.

Customer Amy Bain, for example, was inspired to upgrade her wedding and engagement set after hearing one of the store’s radio ads comparing recycling of unworn jewelry with recycling in general (Terry Seigler, the vice president and shop manager, writes and narrates many of the store’s radio ads). “The ad started me thinking about my interest in upgrading my wedding set and combining it with an anniversary ring that I seldom wore,” she says.

After her initial meeting with Gerwig, he produced a design using Gemvision’s Matrix and sent several views to Bain via e-mail. “It was more beautiful than I could have ever imagined,” she recalls. “I’ve had custom designs made in the past and was previously shown my piece in a wax format only. Seeing several finished views of this design with my diamonds in place made my choice simple.”

After reviewing the design with her husband, Bain returned to the store to arrange for the project to begin.

Customer Amy Bain and jeweler Michael Gerwig pose under a wall illustration of her redesigned rings. Gerwig used Bain’s design as a wall mounting to illustrate the design and manufacturing process. “It’s with pride that I see my ring as an example on the wall,” says Bain. “Michael and his staff were a joy to work with, and the ring is exceptional. I can’t wait to undertake another project.”

“When I saw the images from the e-mail and again during the final design interview,” says Bain, “I asked Michael if he was sure that his design proposal fit into my budget – the images were overly impressive.” The wax model was made using the in-store Gemvision Revo 540 Model B mill. The bead and bright cutting for the small diamonds in the band were precisely cut into the wax. The two bands were cast in white gold.The top loop and bezel were milled separately and cast in yellow gold. Terry Seigler cast all the parts, assembled the ring, set the diamonds and finished the ring.

Michael Gerwig designed each piece in this article using Gemvision Matrix CAD software. They are good examples of why the software facilitates design and manufacturing processes.

Terry Seigler (right) is vice president of the business as well as shop manager and chief bench jeweler, providing the expertise to make customers’ dreams and Gerwig’s designs a reality. He also writes and narrates the store’s radio ads. As a teen, Seigler was interested in jewelry making, stone cutting and casting, but it wasn’t until he was attending college to become a forest ranger that he decided jewelry making was his true calling. He left college to attend the Texas Institute of Jewelry Technology, later worked as a bench jeweler in a store, ran a trade shop that offered repair and custom-order services and eventually hooked up with Gerwig. Gerwig, an accomplished bench jeweler himself, no longer works at the bench, focusing instead on design, sales, and day-to-day management of the store.

Lynn Coy shows a finished piece that’s also featured in the image to his left. “Having original finished pieces that are also featured in our wall images allows me the opportunity to explain what we do,” he says. “It’s easier for customers to envision how we can work with them on pieces they’re considering having designed or remade.”

Gerwig bought Gemvision’s very first Revo 540 Model A mill. He recently sold it and bought the company’s 540 Model B mill (below). Ninety percent of the store’s 500-plus product, custom, and corporate jewelry orders are made using Gemvision’s Matrix and the Revo 540 B mill. “Designing using Matrix has been one of my career highlights,” says Gerwig. “Being able to deliver renderings like this one (right) to our customers has been a tremendous asset and given us an edge over our competitors. Because of having this powerful design communication tool, we haven’t had to rework a single piece of jewelry since using it. “Having CAD-CAM design and manufacturing technology has allowed us to manufacture most anything at a competitive cost. We work in all price ranges for custom orders, from $300 and up, and have been profitable. We even design and make corporate jewelry for a variety of business clients, which would have been difficult to do entirely in-house without the technology.”

Gerwig has had such a positive response to his business that he’s gearing up for what’s to come. He’s shown below with a Solidscape T66 rapid prototype machine. While he’s been milling 90% of the models for the store’s production, he’s now able to “grow” the balance of what he wasn’t able to mill.

Terry Sigler and Michael Gerwig have since started their own separate businesses. Gerwig is now the owner and chief designer of CADtrends, providing CAD/CAM services to the trade. For information, email Gerwig at Mike@cadtrends.com. You can contact Terry Seigler, now of Seigler Jewelry Studio at (479) 750-2049 or terryjeweler@cox.net.

Originally published in Professional Jeweler Magazine, this article was sponsored by Gemvision and writen by Mark and Lainie Mann at Mann Design Group. All photos and illsutations by Mark and Lainie Mann. © 2005-2007 Mann Design Group.