Fameo Ltd., operator of the UK e-retailer Fameo Jewellery Boutique, has acquired U.S.-based Gemsuite.com, an e-commerce site that sells loose gemstones and custom-made jewelry. Fameo says the acquisition is the first step in a planned expansion into the U.S. market.

Gemsuite.com sells precious stones from Colombia, Brazil, Sri Lanka, Tanzania and Thailand. Merging the two companies’ gemstone inventory will enable the combined company to offer a wider selection of loose stones and jewelry, Fameo says.

"Our online customers are primarily men who take online jewelry purchases very seriously and continuously demand customization options, including rare gemstone sourcing and jewelry design modifications,” says Louise Davies, managing director of London-based Fameo Ltd. “The Gemsuite.com acquisition and planned integration of its loose gemstone inventory into Fameo`s online jewelry catalogue is an important step in providing Fameo`s customers with the very best online jewelry shopping experience." Fameo acquired Gemsuite.com from Advance Group Inc., a manufacturer, distributor and retailer of watches and clocks.