WoW Women in Sexual Health I Whitney Geller and Yasemin Emory, co-founders of Jems
After working with global brands including MTV, H&M, and Brookfield and cofounding Toronto-based design firm, Whitman Emorson, Yasemin Emory and Whitney Geller were looking for contraception options between pregnancies and noticed a void in the condom aisle. They noticed the condom aisle needed a major upgrade from packaging, gender-inclusive language, and hidden toxic ingredients. So, they cofounded Jems, a non-toxic condom company with gender-inclusive packaging and language, to challenge the toxic condom industry.
Jems is normalizing and simplifying safer sex through simple, vegan, gluten and cruelty-free condoms while sparking conversations on the vast topics of sexual health & wellness. Founded by Whitney Geller and Yasemin Emory, Jems is also a platform for (s)expansive education, talking about sex and everything that relates to it—from how to actually make decisions, to mood, money, love, power, and the mystery beyond chemistry. While acknowledging the depth of gender and sexual expression, Jems is on a mission to make sex safer for all.
Tell us a bit about your background and your projects so far.
After owning a design studio together for over a decade, we were looking at birth control options when we realized how outdated the condom section was. It looked like something out of the 1950s and hadn’t changed or evolved. Every condom brand was leading with imagery that tapped into toxic masculinity and only spoke to men. In 2021, we founded Jems with the mission to shake up the sexual wellness industry with a brand that was inclusive in its branding, messaging, and education resources. Jems condoms are made of natural latex, 100% silicone lube, and nothing more. Jems keeps it simple, unlike some condom brands, which, in an attempt to seduce, use unnecessary (and often unlisted) toxic ingredients.
How did you get into this industry?
We co-founded our design studio, Whitman Emorson, in 2011 then, between pregnancies, found ourselves in the condom aisle looking for birth control methods that didn’t involve the pill. As conscious consumers, we were shocked that the condom industry felt stuck in the 1950s with garish packaging, and brand names that spoke to a toxic form of masculinity and perpetuated stereotypes. Whitney, having Celiac, searched packages for indicators of gluten in products and could not find a full list of ingredients anywhere. This lack of transparency and discovery that condoms often contain harmful ingredients led to our mission for a safe condom made of natural latex, 100% silicone lube, and nothing more.
Has it been an easy industry to get into or have you had many challenges?
The condom industry is in desperate need of a refresh for something that resonates with younger audiences. STIs are at an all-time high for the 6th year in a row, yet, condom packaging, marketing, and language remain the same. Something isn’t working. That’s why we’re on a mission to take a new approach with Jems, but it hasn’t been easy. Censorship from Instagram, TikTok, and Facebook (known to delete posts and ban accounts, even if the content in question is explicitly educational) makes disseminating educational information extremely difficult and we’re constantly looking for ways to amplify conversations about real experiences and asking important questions like ‘“Whose communities get represented and why? And “What’s so touchy about (s)ex and bodies?”’.
How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?
We founded Jems in 2021, but our background in design spans well beyond that. The condom industry is way behind and it’s been a challenge to change the status quo. A big hurdle for us has been the “user labeling” required in packaging. It’s extremely heteronormative and non-inclusive. Jems was built on the desire to create something for everyone so, we’ve adapted condom “how to” instructions to be gender inclusive and expansive, however, we’re still legally required to include the heteronormative, non-inclusive language we’re looking to change.
Virtual visibility has also proven to be challenging. We’re unable to use common words (i.e. condom, sex, penis, etc.) without some form of censorship through numbers and symbols to “hide” the language.
From a more administrative perspective, due to condoms being a medical device, Jems has to be properly licensed and regulated. And despite this official classification, we’re ineligible for bank loans due to being a condom company.
What are your biggest achievements to date?
We’re continuing to grow in new markets, introducing new products/product bundles and on top of this, customers have been extremely receptive to the product and sharing rave reviews of their experience with them. And fortunately, many retailers understand the white space in the market and that the condom industry is overdue for a revamp.
In addition to launching the Jems condom, we’ve introduced the ‘Just in Case’ tin condom case. Many people aren’t aware that keeping a condom in your back pocket, in your purse, or your wallet out on its own, leaves it susceptible to tearing or puncturing. Jems’ ‘Just in Case’ case keeps them safe so condoms can make sex safer.
What are the projects you are currently working on?
We are committed to being a safer sex company and have lots in the pipeline to be even more accessible and fun. We’re currently working on reimagining another type of condom case that also acts as a fashion accessory coming early next year.
Is the #WomenInTech movement important to you and if yes, why?
As seen with our partnership with SOS, a smart vending machine company, we’re eager to work with innovative brands to make condoms more accessible. We love uplifting other women and brands/products founded by a variety of gender multiplicities. We’re big advocates for breaking the norm and want everyone can see themselves and have access to support in whichever field, industry, or role they find themselves interested in.
What will be the key trends in your industry in the next five years and where do you see them heading?
Jems believes it’s high time to draw back the curtain on the condom industry to better educate consumers on what ingredients are hidden in condoms and what non-toxic options are available. We also believe that the use of gender-inclusive language in the condom industry is long overdue and we’re excited to be driving this conversation towards a more inclusive and non-heteronormative bias.
The sexual wellness industry is booming and there is a lot of attention around products that are focused on sexual pleasure, which we love! We’d also love to see safer sex products, like condoms, becoming more normalized.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
Go for it! We need more voices in the space to amplify the message and drive growth within the industry. The condom and sexual wellness industries are in desperate need of a shake-up and new, unapologetic voices for a reimagined future.
Who are three inspirational women in your respective industry you admire?
Erica Chidi, co-founder and CEO of Loom, who has been instrumental in updating the conversation around reproductive and sexual health.
Nadya Okamoto, co-founder of August, a lifestyle period brand. At a very young age, she was inspired to tackle an issue that no one was addressing and that really broke down barriers for young people.
Cami Téllez, the CEO of Parade is inspiring to us because she rewrote the story of what underwear is and who it is for. She's created a brand that is expansive and allows for self-expression that defies traditional limits.
Find out more about Jems on their website.
Follow Jems on Instagram.
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.