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Meet Madeline Fraser of Gemist in Downtown Los Angeles

Today we’d like to introduce you to Madeline Fraser.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I started my first company in college, which led me down a path of creating multiple companies that solve problems in consumer industries through technology.

When I find a problem, I have to solve it. I experienced a huge problem with the jewelry industry which led me to create Gemist. I wanted to create a custom engagement ring and was shocked when I realized that experience couldn’t be brought to life online and that my only options were traditional retail stores or family jewelers.

The process was broken for today’s tech-savvy consumers that expect customization and the ability to get products easily and quickly. So, I set out to fix it!

Gemist is the first digital platform that allows consumers to fully customize jewelry for all occasions and try on their designs at home before they buy.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Nothing about starting a company is “smooth”. It’s a journey of extreme highs and lows – everything from raising funding to finding product market fit, to growing the right team and figuring out how to scale. Everywhere you look, you have challenges. That’s what being an entrepreneur is, we solve problems and overcome obstacles.

I have a mantra that I’ve followed for years. I believe it helps with the journey of growing a company. “Fail Fast. Fix Fast. Learn Fast.”

Essentially what it reminds me to do is embrace failure and know that failure is what gets me to success. If you are not failing as a founder, you are not innovating. The key is to learn how to fail fast and move quickly to not fail the same way twice. When you can learn and grow from the journey, you will find the wins along the way.

Alright – so let’s talk business. Tell us about Gemist – what should we know?
For the first time, you can now design custom jewelry online and actually see and try-on your designs IRL before making a purchase. I wanted to build a company that could help bring the jewelry industry online and make custom jewelry accessible to everyone.

To me that also meant merging the worlds of digital and reality – creating a beautiful digital platform paired with the reality of bringing the retail store to the consumer through home try-on.

It’s amazing to see the company grow and what we have built resonates with consumers in a real way.

Creating and growing Gemist is high on the “Proudest Moment of My Career” list. This is a very special company for me because it’s the first that I’ve started on my own without any co-founders. Although it felt scary to do at first, it’s become very empowering for me. My team and investors have become my co-founders and together, we are building something very special.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I owe all my success and the success of Gemist to my entire team who works tirelessly to grow the company with me. To my investors who believe in me and work with me to make Gemist the best it can be. To my family, my support system and the ones who always lift me up and help me fight for myself, my team and for the vision of Gemist.

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