Geminis pioneers the first ever Surinamese gold tooth gem
Interview by Mariana Ferro
The founder of Geminis, a newly established tooth gem brand based in Amsterdam, takes us on her journey of establishing her own label and discovering her unique selling point. Geminis elaborates on the challenges of maintaining her brand's authenticity while introducing the world's first Surinamese gold tooth gem. As a pioneer, she promotes cultural appreciation among her audience and encourages clients to recognise the spiritual and cultural relevance of carrying a carpet beater gem on one's smile. With these values in mind, Geminis selectively makes the tooth gem available, avoiding commercialising her cultural heritage.
Can you tell us more about how you started Geminis?
I started doing tooth gems professionally, about two months ago. At the age of 22, I knew that I needed a side hustle alongside working full-time at Patta so I could support my family and gather enough money to launch my own clothing line. Strangely enough, I was just scrolling through my Snapchat and got inspired by an influencer to start doing tooth gems, which I hadn't seen much of in Amsterdam. After realising this gap, I did some research and started taking classes with a professional tooth gem technician. Though, when I say "professional," I'm not referring to a person with a degree. Rather, it was the great quality of her work and the skill she gladly shared with me. Just like many other forms of artistic expression, tooth gems can be self-taught. And so, I began doing tooth gems for my close circle until I was sure that my perfectionist self was satisfied with the level of my work. Months later, I developed my own label “Geminis” - a name inspired by my astrological sign and together with the uniqueness of my work with gems.
As a self-taught entrepreneur, and young creative, how did you build such a successful marketing strategy?
Until recently, I relied mostly on word-of-mouth advertising while having a vague idea of what my unique selling point was. I started spreading the word around my close friends and a few personal socials. Still, I struggled to find ways to grow my business without a big Instagram presence or having my name stamped all over the brand once out in the open. After realising I had full control over my label's creative direction, I launched an Instagram business account with a unique aesthetic and story for my label. Professional photos, I thought, would be the unique selling point that would set Geminis apart from other tooth gem technicians. Except, it didn't seem to be enough for me to distinguish myself from the mainstream industry, which, despite records dating back to the Mayan Empire, commonly ignores the tooth gem Latino culture. I wanted to break that cycle and create something different from what most gold suppliers and designs have to offer. So one day, I had the idea of creating a carpet beater-inspired tooth gem out of Surinamese gold. I rushed to an Amsterdam-based goldsmith the next morning to explain the concept, and the world's first Surinamese gold tooth gem was born! I’ve had it for nearly a month and it's still perfectly on. The quality of the 18 carats surinamese gold truly lives up to its name. It was mind-blowing to discover my unique selling point in a way that allows me to incorporate my culture into my work. The campaign's creative direction included many cultural elements that would align with my main goal—telling a story rather than just selling a product.
Could you elaborate on the carpet beater's symbolism and what it means to you, in relation to your culture, to have pioneered such a remarkable piece?
People have different interpretations of what the carpet beater symbolises because of Suriname's colonial history - some perceive it as positive, while others see it as negative. Even with its West African origins, many Surinamese associate it with the suffering and savagery forced on our ancestors during the Dutch colonial empire. Fortunately, many people still appreciate the carpet beater as a cultural and spiritual element, which I aspire to express with my work. It embraces values such as purification through dusting and providing a clean path, as well as friendship, respect and necessity. When gifted out of love and consideration, it cannot be passed on because of those same values. Some people wear it simply because they like it, but it’s also worn as a mark of respect for our ancestors' suffering. On a more spiritual level, the carpet beater can be recognised as a Fanowdu - an essential element to integrate in your life. In Surinamese culture, one dreams about a carpet beater out of necessity. And when it happened to me I simply didn’t question it. That being said, determining my unique selling point by embracing such a vital aspect of my culture into my work gives me more satisfaction than money does. Above anything, it reflects my growth as a spiritual being and strengthens my brand’s values.
What advice would you give young creatives trying to find their unique selling point and developing their own brand?
You have to stay close to your heart so that your brand stays pure and reflects your values. That's how I want Geminis to stay, and how the carpet beater tooth gem to be perceived - as authentic. I couldn't decide whether to limit the gem to people of my culture or make it available to everyone. Yet, I knew I didn't want to diminish its true value by generalising it and risking appropriating or even selling my own culture. So I made the decision to follow my intuition, which kept reminding me of the most basic truth - it's more than just a gem to me. Most importantly, I want my clients to understand the distinction between honouring one’s culture and appropriating it. Which is why, I made the carpet beater tooth gem accessible for people who either are part of or invested in the culture. I don’t want to exclude people but it’s important to understand why I’d rather be selective.
What’s the most valuable lesson you’ve learned while building your own brand at your age?
I believe it's important to take risks and get out of your comfort zone while still staying true to yourself. Looking back at my 22 years of life, I was always limited by the fear of losing what I already had. Completely blind to the idea that by closing some doors, better opportunities would come. I was mostly stuck in my old routine of working night shifts at the casino and part-time sales at Patta. But, after my mom passed, I realised I had nothing to lose and finally took the risk of stepping outside of my comfort zone. It turned out to be the best decision I'd ever made. Even now, I continue to push myself by working in hectic environments that can be stressful and overwhelming for me as an introvert - such as community markets and other events. Though it's easier for me to bond with clients to the sounds of my soul and 90's R&B playlists in my studio, working in unfamiliar places have been amazing learning experiences for which I’m incredibly grateful.
