The Richline Group (a wholly owned subsidiary of Berkshire Hathaway) recently acquired Gemvara, counted as one of Boston’s hotshot tech start-ups when it was launched in 2006.

Gemvara specialises in custom jewellery, promising “Jewellery Made Personal”, as it says on its website.

Though Gemvara’s CEO Matt Nichols told  BostInno that the online seller is profitable, and had a healthy revenue last year, The Boston Globe called it a “Struggling jewellery seller”.

However, it is expected that the acquisition by a financially sound and a large jewellery manufacturer, distributor and marketer like the Richline Group, will infuse new life in Gemvara’s operations. “The acquisition will enable Gemvara to grow faster, introduce new designs rapidly and expand on our success with a broader array of affordable fine jewellery,” Gemvara President Jon Blotner has been quoted in the media as saying.

For the Richline Group, it is Gemvara’s sound e-commerce platform and its customisation technology that made the e-tailer an attractive proposition. “We believe that Gemvara’s differentiated platform will offer Richline’s retail partners additional value in the rapidly growing personalised jewellery space, and will also help them to enhance their overall ecommerce businesses,” media reports quoted Richline Group CMO Mark Hanna as saying.