After unveiling Gem’s first-ever brick and mortar, pastel pop-up in Hawksburn Village to a curated selection of Melbourne’s leading creative set last week, Georgia sits down with Harrolds to pause and reflect. Here, we rehash the journey so far, discuss unofficial work uniforms, and figure out how a modern brand founder structures her fast-paced weeks.

When did you start Gem, and why?

I started Gem in 2018, when I noticed a gap in the market for chemical-free toothpaste that actually works. At the time, I was working as a model, and I was surrounded by beauty products. I noticed a huge shift in beauty towards natural products that I didn’t necessarily see happening in the personal care space, and more significantly, oral care. I thought, ‘how ironic, we spend our life avoiding chemicals to come home and pour 20 in your mouth’. Then, I tried natural toothpaste and understood why it wasn’t more popular. Most didn’t foam up, most weren’t minty and most were housed in outdated, ‘daggy’ packaging. I thought, ‘why can’t there be an epic, minty fresh, powerhouse natural toothpaste that people are proud to showcase on their bathroom counter?

What were you doing pre-Gem?

I worked as a model for a little while in LA and London, and also worked at Remedy Kombucha, where I caught the startup buzz. Remedy allowed me to also go deep on microbiome health and understand the gut biome, and it’s link to overall health. I took this learning and imbued it into Gem: each toothpaste tube contains an oral probiotic specific to the mouth (the idea here is that if you nuke your mouth with chemicals, any bacteria – good or bad, can flourish – but if you add in beneficial bacteria, it really allows for a healthy oral microbiome). Remedy also taught me the importance of natural ingredients and the power of forming healthy habits.

How do you structure your weekdays versus weekends at the moment as a brand founder?

Balance is one thing I am trying to manage at the moment! Weekdays start at 6am, with a coffee from my fiancé. We take our dog Hank for an early morning walk around the block and then go to Barry’s Camp or see my trainer Dan before getting into the office around 9am. Days are filled with meetings: sales, manufacturing, marketing, accounting and finance. It takes a village, but luckily I have an amazing team by my side. I try to allocate a couple hours a day working ON the business, as opposed to IN. I try to take a break on weekends. And while there is always more work to do, if you don’t switch off, you’ll burn out.

Favourite date night destination right now in Melbs. And what you’d wear there? 

At the moment, it has to be Cuccinetta in South Yarra. It’s a tiny little place, with only nine seats and a daily rotating blackboard menu. We love it. Date night I’m wearing Khaite split-hem leggings, a crisp white shirt and Amina Mauddi shoes or Bottega boots.

What’s it been like navigating business in the last turbulent year?

Launching Gem in March of 2020 wasn’t ideal! Luckily we have an online business that has allowed us to be nimble, and we’ve come a long way since launch.

And what’s to come for Gem next in 2022?

We have a big year planned! We have nine new products launching this year, plus a pop-up shop that just opened in Hawksburn Village. This year is about cementing our status as leaders in the oral care space. Bring. It. On.