"A lot of Highland Park moms," the clerk behind the counter at Gemma Collection replied when we asked who shopped at the University Park store. That's not a bad clientele to have when you're selling reasonably priced jewelry. The pieces in Gemma's large assortment of necklaces, bracelets, earrings, etc., are affordable – ranging from around $50 to less than $200 mostly – but they don't look cheap. (If your customers live in the Bubble, even the low-priced stuff had better be tasteful.) Gemma features several local designers – Chandler Nixon, Taylor Custer and Holly Zaves Designs, among others – so there are pieces to fit a range of tastes, from polished stone to dainty monogrammed items and religious icons.