Liisa Jokinen
51, founder and CEO

What do you work on?

I work on our Gem app which is a search engine for secondhand and vintage clothing. It is available worldwide as a website and apps for iPhone and Android. It helps you find used clothing items you might miss otherwise!


What do you hate?

Unnecessary noise like leaf blowers and car honks, people who do not keep their promises, eggs in all their forms, injustice.


What do you love?

Early mornings, running, weight lifting, tiny old grannies and ladies, all kinds of flowers, swimming in cold water, my husband, taking street style photos, peanut butter, pastries, reading a novel before I go to bed, hiking, old stuff and old interiors.


Favorite item of clothing?

I try to love all the clothes - it encourages me to take better care of them and stops me from buying new-to-me items too often. When I love my clothes I also want to wear them all the time and there is no pressure to buy new.


Hilt