From 5 Rings to Filigree Jewelers: Catherine Thies on AI, Antique Jewelry & Growth

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 jewelryCHAPTERS:00:00 Welcome to Bling Talks00:41 Inside Filigree Jewelers01:11 Starting with five rings03:27 Craigslist, coffee shops and reinvesting04:57 Learning from mistakes in the jewelry business06:19 Building systems for repairs and growth08:26 Organization, peace of mind and trusting your team10:08 Shopify and moving beyond paper14:31 Pricing, sourcing and the Filigree inventory model17:52 Can the business run without the owners?21:57 Knowing your strengths and what to delegate25:08 Paying great people and building team culture26:56 The technology behind Filigree Jewelers27:19 Claude, content and Gem Lightbox28:43 Shopify, customer tracking and integrations30:28 What should—and shouldn’t—be automated?31:39 Using AI and analytics to improve marketing34:53 Why customer experience still matters most36:00 Closing thoughtsABOUT CATHERINE THIESCatherine 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 c