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Founder Files: Case 1, Madeline Fraser, CEO of Gemist One of the most humbling truths to grapple with as a venture investor is that your win is entirely determined by the win of another. We will only ever be as good as the individuals we find ourselves privileged enough to invest in. 11 Tribes' process truly begins and ends with the leader at the helm. The Founder Files is one of our first efforts to introduce you to the people are so grateful to be journeying alongside. Madeline Fraser is clearing out the cobwebs of the timeless, yet archaic, jewelry industry. Through her B2B software platform, Gemist , jewelers are able to extend a white-gloved digital hand to the prospective gen z and millennial jewelry buyer. Personally, I believe every individual is fashioned uniquely- with a whole slew of nuanced preferences, tastes, hopes, dreams, desires, etc. In our algorithmic age, amidst a culture that applauds and elevates the one who goes against the grain, it is unsurprising to see consumers demand personalization. For many, especially individuals who toted an iphone and social media in middle school, the purchase must be "one-of-a-kind”. Analyzing the jewelry industry from end-to-end, each stakeholder- conglomerates, manufactures, brands, and retailers alike- feels the unyielding pull towards towards personalization. Gemist allows for jewelers to create and deliver an experience that leaves the customer feeling markedly seen and undeniably worthy. After all, they do have a piece of jewelry that is being crafted solely for them. We could not be more proud to be partnered with Madeline as she continues to breathe new life into the jewelry business.