From Gemm to Glow: the story behind Luma Mirrors

In 2010, Laura Martinez McGregor founded what would become the foundation of what is now Luma Mirrors, starting with high-quality glass splashbacks for residential clients. Recognizing the power of digital marketing early on, Laura invested heavily in SEO just as it was emerging, which quickly paid off, securing the company’s first hotel contract for glass splashbacks.

After winning the first hotel contract in 2014 for glass splashbacks, this quickly grew into bespoke glass enclosures, framed mirrors, and solid surface vanities. This growth led to a 3,000-key refurbishment program that cemented the company as a preferred supplier within the hospitality industry.

Image credit: Luma Mirrors

Scaling up for the hospitality market
As the business developed, it rebranded to Gemm London and expanded its offerings to include comprehensive services such as surveying, manufacturing, and installation, supported by a skilled team of installers, glaziers, carpenters, and electricians. This move allowed the company to maintain complete control over quality, timing, and service, critical factors in the hotel refurbishment market.

Fast forward 13 years Laura founded Luma Mirrors. A brand that quickly carved out a niche for bespoke, design-led illuminated and framed mirrors. Organically crossing over from hotels into the marine industry supplying and installing to cruise ships, led by our sister fit out company Gemm London.

Image credit: Luma Mirrors

Family values, fun, and team growth
Family values have always been at the heart of the businesses, fostering a culture of collaboration, trust, and attention to detail service. Laura’s sister, Marian Martinez, joined the business, bringing her personable, likeable nature and genuine passion for building client relationships. The sisters share a love for a good laugh and never miss a chance to lighten the mood, bringing a sense of humour and fun to the company culture. In her role as Sales and Marketing, Marian thrives on connecting with people and ensuring that every client receives the attentive, personalised care that sets Luma Mirrors apart.

Born in Mallorca and raised in Ibiza, the bilingual sisters grew up behind the scenes at their father’s hotel, where they learned the art of good old-fashioned hospitality first hand. They experienced the intense rhythm of end-of-season refurbs, where precision and timing were everything. Their father’s perfectionist nature set the standard, ensuring each refurbishment was completed to the highest finish. These early lessons shaped their understanding of delivering on time, managing complex projects, and creating lasting impressions and values that continue to drive Luma Mirrors today.

A proudly female-led business
As a female-led business, both Gemm London and Luma Mirrors has overcome challenges to establish itself as a respected and reliable partner to designers, contractors, GM’s and hoteliers. We celebrate individuality in all its forms, including neurodivergence, and value the unique perspectives that each person brings.

Today, the business is supported by a talented global team, including Sophia Xiong, a Project Coordinator based in Asia, and Helen Howard, a Project Coordinator operating from Spain, who bring their expertise and local insights to the company’s global projects, as well as an expansive installation team.

Luma Mirrors is one of our Recommended Suppliers and regularly features in our Supplier News section of the website. If you are interested in becoming one of our Recommended Suppliers, please email Katy Phillips.

Main image credit: Luma Mirrors