Custom jewelry e-retailer Gemvara.com announced several new hires this week, all with experience at some of the largest U.S. e-retail companies as based on sales. Gemvara.com, which is less than two years old, is No. 605 in Internet Retailer’s Second 500 Guide. The company says sales are quickly increasing and that it expects to do more in revenue during the fourth quarter of 2011 than it did for all of 2010. 

The company’s recent hires include Brian Kalma as chief experience officer, Janet Holian as marketing strategist and Jen Falconer as executive vice president of merchandising.

Kalma recently worked as senior director of customer experience at Gilt Groupe Inc., No. 49 in Internet Retailer’s Top 500 Guide. Prior to Gilt Groupe, Kalma worked for seven years at Zappos.com, departing as its director of user experience. Zappos.com is owned by Amazon.com Inc., No. 1 in the Guide. With the hire Gemvara says it also is acquiring Kalma’s company Snipwits, which Kalma launched earlier this year. Gemvara describes Snipwits as an online place for people to share interesting and quick facts with others.

Gemvara says Kalma will lead a 10-person department overseeing how Gemvara interacts with consumers across the web, including an online community he will build for the e-retailer.

Holian comes to Gemvara from Vistaprint NV, an online retailer of personalized printing and related services to consumers and small businesses; the retailer is No. 36 in the Top 500 Guide. Holian worked for Vistaprint for more than 10 years, most recently as president of its European business. She previously was Vistaprint’s chief marketing officer.

Falconer comes to Gemvara from Victoria’s Secret Direct, No. 18 in the Top 500 Guide, where she was senior vice president of merchandising, responsible for swim products, beauty, shoes and accessories from 2004 to 2011. She left Victoria’s Secret Direct in June and starts with Gemvara this month.