Clarity, Confidence, and Consistency: How Michael & Sons Streamlined Appraisals with GemLightbox and GemCam Pro

The Challenge

For Michael & Sons Jewelers, precision and professionalism are everything, especially when it comes to appraisals. But traditional jewelry photography made it difficult to capture consistent, high-quality images that reflected the true clarity and craftsmanship of each piece. Using phones for photography meant inconsistent lighting, poor focus, and time lost on manual editing. With multiple staff handling appraisals and inventory, maintaining quality across images became a growing challenge.

GemLightbox and GemCam Pro’s Role

David Lorenz, who manages operations at Michael & Sons, found the solution in GemLightbox.

“As things keep progressing with the GemLightbox, it’s made our job a lot easier, especially with our appraisals,” he shared. “The clarity of the pictures is much better, the lighting, the focusing, my staff loves them.”

The simplicity and reliability of GemLightbox quickly turned it into an essential part of their daily workflow. It became such a core part of their process that his wife purchased another unit to handle all their inventory photography.

When GemCam Pro was introduced, David didn’t hesitate to upgrade.

“It took me 30 seconds to say yes,” he said. “The clarity is unbelievable. We’ll be using it on our Facebook Live events now as well to help promote our jewelry better.”

The Results

With GemLightbox and GemCam Pro, Michael & Sons achieved:

• Sharper, More Consistent Appraisal Photos: Professional-level clarity and lighting without technical effort.
  
  
• Happier, More Efficient Staff: Team members no longer rely on phones or editing tools.
  
  
• Elevated Customer Presentation: Clear, detailed visuals that enhance trust during appraisals.
  
  
• Social Media-Ready Content: Ready-to-use visuals that strengthen online engagement.
  
  

“It’s made my staff a lot happier, knowing they don’t have to use their phone anymore,” David explained. “Things have just gotten a lot clearer for them. The overall professional appearance when we do our appraisals is very, very good.”

For Michael & Sons, the combination of GemLightbox and GemCam Pro didn’t just improve photography—it elevated every part of their appraisal and marketing workflow, proving that clarity behind the camera translates to confidence in front of the customer.

Key Highlights