How Gemist Plans to Become the Build-A-Bear of Jewelry

The digitally native startup wants to disrupt the industry with an experiential design process

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In 2017, serial entrepreneur Madeline Fraser was engaged and in need of a wedding ring. But not just any piece of jewelry would do—she wanted something that reflected her personality.

After shopping around, visiting all the usual suspects both online and off, Fraser said she was unsatisfied with what she found on offer. She even searched for “Warby Parker for jewelry” on Google, but nothing came up.

In a last-ditch attempt, Fraser found herself inside a little shop in L.A.’s



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