Carly Morris is redefining the art of fine jewelry through her Fort Worth-based company, ECM Gems. Specializing in custom pieces, ECM Gems surpasses other jewelers by offering a highly personalized experience. Without any stock, Carly crafts designs and sources gems from around the world to make one-of-a-kind jewelry for each customer.
In 2018, Carly longed for more feminine options that reflected her style during class ring selection at the University of Texas at Austin.
"I started dreaming of different designs," she shares. "I would doodle and play around with different styles, thinking it would be a cool graduation gift from my parents."
But trademark and university red tape almost shattered the dream, forcing Carly to battle relentlessly for approval until she nervously received the final product sight unseen. Thankfully, the risk paid off. Her design turned heads, too, and she began creating rings for students at other universities, including TCU, making a name for herself that she would then test as a salesperson at box retailer Jared the Galleria of Jewelry after graduating.
"I started as a part-time, seasonal salesperson in October and sold $500,000 in seven months," she shares. "It got me thinking that I could really make a career out of this."
She started her own business and legitimized herself with a graduate degree in gemology from the Gemological Institute of America, the foremost authority on diamonds, colored stones, and pearls.
As an entrepreneur, Carly believes jewelry should be cherished and worn, not hidden away, collaborating with clients on everything from engagement rings to heirloom redesigns.
"I think it's important for people to feel like they have a say in what they're getting," she says. "Especially when it represents a special moment or person in their life."
ECM Gem's 3D design option ensures clients avoid Carly's experience with her class ring. The technology offers a preview of custom pieces through hyper-realistic CAD renderings, which provide a 360-degree view of their design before committing to a final piece.
"It's also another check-in for me to make sure we are on the same page before casting," says Carly. "I always tell clients, 'Nothing is set in stone until the stones are set.'"
If clients are satisfied with the CAD images, ECM Gems prints 3D models of the jewelry, allowing clients to touch, hold, and try on their designs.
Carly's unique gifts in science and art make her a gifted visionary with technical chops.
"It's not just about making something pretty," Carly says. "It's about making sure the stones are exceptional, the design is durable, and the piece will last for generations. I want them to wear the heck out of it!"
Redesigning heirlooms is one of Carly's favorite parts of the job, and she gushes that she's reconfigured items for unborn clients, helping grandmothers update jewelry items for anticipated grandchildren.
"I've also had the privilege of creating a wedding gift that included diamonds from both grandmothers and her mom combined into one necklace for the bride," she recalls. "Seeing her wear it at her wedding and every day after that— that's why I do what I do."
To achieve success, Carly must first connect with her clients by educating them and guiding them through each step, where transparency is critical.
"You should be a mini-expert on what you're getting," she says. "You should be proud of it."
The highly personal design process at ECM Gems is conducted in five steps:
Initial Consultation: This is an opportunity to get acquainted without pressure. As Carly explains, "You can bring in your pieces if you have something you want to redesign...but you don't need to know, really, anything. It's for us to get to know each other." Clients often bring in sketches, Pinterest boards, or screenshots for inspiration, and Carly shares industry insights, like "learning about all the beautiful gemstones you may have never even heard of," It's a chance to ask questions and "get comfortable, even pet my dog, Molly," before diving into specifics.
Stone Sourcing: Based on the client's preferences, Carly sources "three to four options from all over the world" for diamonds or gemstones. She emphasizes, "I never bring in something that I wouldn't want you to choose," ensuring quality. Clients can view the stones in different lighting conditions and even learn how to use a jeweler's loupe to inspect them. "If you don't fall in love with any of them, I send them back," she notes, reemphasizing the no-pressure nature of this phase.
Design Rendering: After selecting stones, Carly moves to "a 3D CAD rendering...modeled to the exact proportions of the design." Clients get a detailed view of their piece, including top, side, and 360-degree video. Carly ensures clients feel confident before proceeding, as "it's custom; you should be picky, you know?" This stage allows for any design tweaks before the piece is made.
3D Print Try-On: Carly prints a resin model of the design for a physical try-on, either in person or shipped to remote clients. "The try-on is a huge part of this...it allows you to see, feel, and hold before actually casting the metal and setting the stones," she says. This step ensures the piece aligns with the client's vision before final production.
Casting, Setting, and Final Touches: Once approved, the metal is cast, the stones are set, and the final details are added, such as "someone's handwriting on the inside" of a ring. She describes the final reveal as her "favorite part...watching people open the box and see their finished piece for the first time truly put together." The moment when "the sunlight hits and smiles, and sometimes even tears follow" makes it an incredibly fulfilling experience.
Through clear communication, detailed renderings, and high-quality craftsmanship, Carly's clients can proceed confidently with their investments. Her approach has turned ECM Gems into a trusted name in custom jewelry, where word-of-mouth accounts for most of her business.
As Carly continues to expand ECM Gems, she remains committed to the core values that have shaped her journey over the last five years: authenticity, creativity, and connection.
"At the end of the day, it's more than just jewelry," she says. "Clients trust me with their most precious pieces to create them from scratch or steward heirlooms into the future. It's about creating something meaningful and completely personalized. To get to do this as my career it's an absolute honor."