Not All Gemz Are Found—Some Are Created. A story of a female-led start-up from the North.

Traditionally, companies in the Arctic are associated with large enterprises operating within the energy sector, extractive industries, fisheries, and tourism. In recent years, we have witnessed a new generation of entrepreneurs emerging, with a strong focus on innovation, digitalization, and sustainability.
According to a report on Gender Equality in the Arctic, women have played a significant role in driving innovation and entrepreneurship across various sectors and professions. They are highly represented in skilled professions and knowledge-based industries, actively contributing to creative fields, tourism, and emerging sectors. Their influence is shaping a more diverse and dynamic Arctic economy.

Gemz, a startup founded in Northern Norway, is proving that sustainability and technology can transform the way we buy and sell second-hand clothing. We spoke with founders Lisa Skaar Næss and Karina Hvidsten about their journey, challenges, and vision for the future.

Karina is a mother of two girls, with over 13 years of experience in branding as a digital designer. Lisa, also a mother, has dedicated 15 years to marketing as a writer and social media manager. For several years they were coworkers in a design company. The two shared a passion for sustainability and entrepreneurship. The first idea for Gemz came when they saw a news story about a store selling second-hand clothes. “We thought it was a great idea, but how could we take it further? We are both mothers. As the kids grow, we have accumulated a lot of clothes, which as it turns out is not so easy to cell. ” Lisa says.

Managing wardrobes—especially for growing children—can feel like an endless struggle. Piles of outgrown clothes sit untouched, waiting to be sold or donated, yet the process is often overwhelming and time-consuming. Keeping track of what we own, what no longer fits, and what we actually need is a challenge in itself. Many parents and fashion-conscious individuals face the same frustration: Why is it still so difficult to organize and resell clothing efficiently?

“We stopped complaining and started asking, ‘What if we did something different?’” Karina recalls. That mindset sparked the beginning of the start up and Lisa and Karina became co-founders of Gemz.

Gemz isn’t just another second-hand clothing platform—it’s a digital wardrobe assistant. “You take a picture of your clothes, and AI identifies them, organizes them, and makes reselling easier,” Karina explains. “It’s like having a personal stylist and marketplace in your pocket.”
Starting a business is never easy, but launching a tech-driven fashion company from a small Arctic town adds unique challenges.
“We live in a small town, so networking is crucial,” Karina says. “But at the same time, we’re proving that you don’t need to be in Oslo or a big city to build something global. Remote work is changing everything.”

“We use a lot of technology, and if we don’t do it right, we’re just creating another environmental problem,” Lisa admits. “We want every step of our business to be sustainable—from the way we develop our app to how we encourage mindful consumption.”

“We’re currently in the development phase, we are gathering user insights and consumer expectations,” Karina explains. “We want to build a community before we launch officially in 2025.”
The vision is bold: to revolutionize how we buy and sell second-hand fashion, making sustainability effortless.

“We’re not just building an app—we’re building a movement,” Lisa says. “One that empowers people to make smarter choices for the planet, while making their lives easier.”

Check out Gemz and read their blog about entrepreneurship here https://www.gemz.fashion/

This article is written as a partof GENGREEN project through funding from Interreg Aurora EU and Troms og Finnmark County Municipality Interreg Norway.