Georgia Danos | CEO & Founder of Gem

Glow Journal

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1+ y ago 39:31

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In episode 110 of the Glow Journal podcast, host Gemma Watts talks to the CEO and founder of Gem, Georgia Danos.

This conversation is essentially a marketing masterclass.

One of Georgia’s earliest roles was at Remedy Kombucha. Now, we all know what kombucha is now, but keep in mind this was in 2014, before the brand was even on Instagram, so Georgia’s job wasn’t just to build the brand’s social media presence- she was more or less responsible for bringing the product to mainstream recognition.

After helping to launch the brand in the UK, Georgia had well and truly caught what she refers to as “the start up bug,” and this is where her story gets really interesting- rather than identifying a gap for a product and then deciding to launch a brand to fill it, Georgia first decided she wanted to start a business of her own and then identified that gap. Where she landed was the oral care sphere. Given that beauty was and remains so saturated, she found space for a product at the intersection of beauty and health and wanted to develop a product that had a daily, or in this case twice-daily, touchpoint with consumers.

Georgia launched Gem, an Australian made, premium, natural oral care brand in March 2020 following four years of product development. The brand has since been picked up by both Mecca and Woolworths stores nationally, has extended its product range to over 30 SKUs, and is launching into Boots in the UK next week.

In this conversation, Georgia shares how she and her team manage to educate without fear mongering (no mean feat in this industry), how she got her brand on the shelves at Mecca, Woolworth and Boots, and how she got her product’s entire first run of packaging for free.