Gem, a search engine for online vintage and secondhand clothing, which brings all pre-loved fashion into one search, has launched push notifications. Users can also opt to get a daily email with all the matching new listings instead of push notifications so they can be the first to know what’s new in the market. Gem allows users to edit all their saved searches on a separate tab on the Gem app.
The app and web site, which were founded by noted street style photographer Liisa Jokinen and her husband Sampo Karjalainen in 2019, make secondhand shopping easy by searching marketplaces such as Etsy, eBay, The RealReal, Poshmark, Mercari, Farfetch and Vestiaire, among others, as well as hundreds of independent online stores like James Veloria, Beacon’s Closet, Recess L.A., Arcade and Amarcord.
With 122 million pre-owned clothing items and accessories from 700 sellers in the U.K., Australia and Canada, Gem recently launched an international sizing system that filters and converts international sizes. The app and web site also support plus sizes, petite sizes and unisex sizes.
The app, for iPhone and Android, is free for users. It doesn’t promote or endorse any search result over others. “Our business model is based on affiliate programs,” said Jokinen, an avid thrifter. “If we drive traffic to platforms like eBay or Esty, they pay us a small fee for the transaction. It’s free for Shopify stores. We’re only making money from the big players.”
Gem has eschewed outside funding to remain independent. “We’re a small team and we purposefully want to do Gem this way,” said Jokinen. “We want to be able to grow the business mindfully on our own terms. We’ve been able to keep up after all these years because there hasn’t been outside pressure to grow too fast. We’re on a very sustainable path.”
Gem’s user base is broad and includes individuals, collectors and people in businesses with a need for pre-loved clothing, such as costume designers and stylists who are looking to quickly checking what’s available in the market. Sellers can also see how other sellers have priced products. “There are many ways people can use Gem,” Jokinen said.
A weekly newsletter, GemStories publishes interviews with style influencers and vintage sellers. Gem also publishes trends and tips about how people can take better care of their vintage clothes.
Jokinen said Gem collaborates with brands that are promoting the use of secondhand. “We’ve been in touch with Nuuly rental and have been following them,” she said. “There’s another brand called Lucky Sweater, a rental and swapping site. We’ve been in talks with them and hope to collaborate with them in the future.”
“This has been my life’s mission,” said Jokinen. “Users love the app. It saves them time and helps them find things they might have missed otherwise. Google will only show you a limited amount of items, but we try to show you all the options.”
Read the full article here