In our ultra-connected world, user experience (UX) can be a life-or-death matter for consumer-facing businesses. User experience is so critical that savvy leaders integrate UX/UI (user interface) design with product development and even consider UX when shaping business strategy. Madeline Fraser, founder and CEO of Gemist, is one such leader.

“I came up with the idea for Gemist when I tried to design myself a custom ring,” explains Fraser. “That experience showed me that the custom jewelry process is manual, antiquated, and in need of a big refresh. Gemist was born from my desire to let the consumer drive a process that should be custom, personal, and won’t break the bank.”

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