Built by jewelers, for jewelers.

In 2012 Cherish and Gert bought a jewelry store in Colorado. Cherish ran the store, and Gert built the software it needed. That software is Flawless, and today 40+ jewelry businesses in 10+ states run on it.

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Flawless at a glance

Company: Flawless Retail LLC, Vail, Colorado
In business: 12 years
Customers: 40+ jewelry businesses in 10+ states
Built for: Independent jewelry stores, jewelry wholesalers and art galleries
Built by: Our own team in the US
Contact: (970) 471-7558, help@flawlesspos.com

Cherish, Gert and Cassie with a white dog outside the LaNae Fine Jewelry storefront — Cherish, Gert and Cassie at LaNae Fine Jewelry in Colorado, the store where Flawless started.

How it started

In 2012 Cherish LaNae and Gert Nortje bought a jewelry store in Colorado, LaNae Fine Jewelry. Cherish ran the store. Gert had spent years building enterprise software for some of the world's biggest organizations, so he took on the technology.

Jewelry retail was new to him, and the store showed him where retail software fell short. When we looked for a system to run it, the only option we could find was The Edge. We knew there had to be something better. There wasn't. So we built it.

We built Flawless for our own store first. As our business grew into e-commerce, wholesale and manufacturing, Flawless grew with it. In 2016 the first jewelry store besides our own started running on Flawless.

Today Cherish leads Flawless as CEO, Gert leads its engineering as CTO, and 40+ jewelry businesses in 10+ states run on it.

What a jewelry store taught us

Gert knew how to build software for complex businesses. Running a jewelry store showed him a new set of problems, and Flawless is built around them.

Valuable inventory, tracked exactly: Every piece with its details and certificates, counted with RFID, with an audit history of every move.
Repairs that move through stages: Repairs, custom jobs and appraisals from intake to pickup, with deposits, photos and status. The AI receptionist tells callers where their repair stands.
Relationships that last decades: Purchase history, ring sizes, birthdays and anniversaries, wish lists, and every text and call on the customer's record.
Sales that don't fit ordinary retail software: Layaway, special orders, trade-ins and buybacks, house accounts, gift cards and store credit, at the same counter.

Looking back, acquiring that store gave me something incredibly valuable as a software engineer: firsthand insight into an industry that I would eventually spend years developing technology for.

Gert NortjeCo-Founder and CTO

How we work

Setup and training: Our team sets up your store and trains your staff.
Moving your data: We bring over your inventory, customers and sales history, with test runs before the switch.
Support: Live support from the people who build the software. When something needs fixing, the people who wrote it fix it.
Hardware: Terminals, printers, scanners and RFID readers from one supplier, and one company to call.
Photos and SEO: A photography studio and SEO help for your website, from our team.
Long relationships: Some of our customers have been with us for five and six years.

Gert and his team are always available to troubleshoot and help with any questions or issues we may encounter. Also, they are always upgrading the system with new features.