A new wave of women-led startups in the Arctic, like Gemz, is transforming the economy by promoting sustainability and addressing contemporary challenges.
In the Arctic region, traditionally dominated by large companies in the energy, extractive industries, and tourism sectors, a wave of innovation and entrepreneurship is emerging, particularly among women. A recent report released on Gender Equality in the Arctic underscores the significant contributions of women in driving innovation across various sectors. Their involvement is reshaping the Arctic economy into a more diverse and dynamic landscape.
One notable example of this entrepreneurial spirit is Gemz, a startup founded in Northern Norway by Lisa Skaar Næss and Karina Hvidsten. Gemz aims to transform the second-hand clothing market by blending sustainability with technology. In an interview, Lisa and Karina discussed the inspiration behind their venture, challenges they face, and their aspirations for the future.
Both Karina and Lisa, busy mothers and experienced professionals in the fields of branding and marketing, combined their insights and shared experiences to address a common struggle—managing their children’s ever-growing wardrobes. “We thought it was a great idea, but how could we take it further?” Lisa noted, reflecting on how their personal experiences of accumulating clothes led them to launch Gemz.
The founders recognized a universal issue that many parents and fashion enthusiasts encounter: the difficulty of effectively organizing and reselling outgrown or unwanted clothing. Karina articulated their proactive approach, stating, “We stopped complaining and started asking, ‘What if we did something different?’” This mindset was pivotal in the conception of Gemz.
Gemz distinguishes itself from other second-hand clothing platforms by acting as a digital wardrobe assistant. As Karina described, “You take a picture of your clothes, and AI identifies them, organizes them, and makes reselling easier.” The plan is to create an app that functions like a personal stylist and marketplace combined, facilitating a more efficient way to buy and sell second-hand fashion.
Launching a tech-driven startup from a small Arctic town presents unique challenges, particularly in terms of networking and resource availability. “We live in a small town, so networking is crucial,” Karina explained. However, the co-founders believe that the shift towards remote work is altering the landscape of entrepreneurship, allowing them to build a global presence without being located in a major city.
Sustainability remains at the core of Gemz’s mission. Lisa acknowledged the importance of ensuring that their business practices do not contribute to environmental issues. “We want every step of our business to be sustainable—from the way we develop our app to how we encourage mindful consumption,” she emphasized.
Currently, Gemz is in the development phase, focusing on gathering user insights and consumer expectations as they prepare for an official launch in 2025. “We want to build a community before we launch officially,” Karina shared.
The founders’ ambition extends beyond merely creating an app; they aspire to foster a broader movement promoting sustainable fashion choices. “We’re not just building an app—we’re building a movement,” Lisa asserted, highlighting their aim to empower consumers to make smarter choices for the environment while simplifying their lives.
Gemz serves as a testament to the evolving entrepreneurial landscape in the Arctic, showcasing how innovation, particularly by women, can lead to impactful solutions that address contemporary challenges in a sustainable manner.
Source: Noah Wire Services
