Gem Theory.
Gem Theory is a field guide to marketing and taste in the age of algorithms.
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Hello, World!
After Amalfi by Emma Briscoe
Read on SubstackHello, World!
Hell is Real (and other things a city will tell you) by Emma Briscoe
Read on SubstackCeci n'est pas un...ad by Emma Briscoe
Read on SubstackLong live the catalog by Emma Briscoe
Why everyone wins when we channel the J.Crew of the 90s.
Read on SubstackWhat kind of coffee shop has a waitlist? by Emma Briscoe
Or, how Ralph Lauren stays relentlessly relevant after 60 years in the game.
Read on SubstackMerch worth stealing by Emma Briscoe
How restaurants nailed brand swag - not without trying, but by trying really hard.
Read on SubstackPrairie Gothic: On churning my own butter by Emma Briscoe
Read on SubstackA chic flex and an expensive paper bag by Emma Briscoe
What I learned at Gucci about the art of note writing.
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