Street Style to Search Engines: Gem App with Liisa Jokinen

Liisa Jokinen, co-founder of Gem, joins the podcast to share her journey from pioneering street style photography in the early 2000s to building one of the most influential technology platforms in the vintage and secondhand fashion space. Long before Instagram existed, Liisa was documenting personal style on the streets of Helsinki and New York, capturing the creativity, individuality, and stories behind what people wear. Those experiences eventually led her to co-found Gem, a search engine that helps shoppers discover vintage and secondhand pieces across marketplaces and independent stores all in one place. In this episode, Liisa shares the story behind building Gem with her husband, what she's learned from six years of growing a fashion tech company, and why she believes the future of fashion is rooted in resale. She also offers practical advice for vintage sellers on improving discoverability, writing stronger listings, creating memorable brands, sourcing inventory strategically, and standing out in an increasingly competitive market.   Liisa Jokinen (@liisajokinen) Co-Founder of Gem (@gem.app) Use Gem: https://gem.app/ Hosted by: Sloane Middleton Mann (@business.of.vintage) Founder of Business of Vintage Learn more: businessofvintage.com