Golden Gems

Origin: MO | Grant Awarded: 2023 | Status: Active

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What is Golden Gems?

Golden Gems is a lifestyle brand that designs and sells accessories, apparel, stationary goods, and home decor. All of their products exude their mission of inspiring and empowering you to live unapologetically, take up space and live life on your own terms.

Sisters Susan Logsdon and Amanda Helman started Golden Gems in 2016 headquartered out of Amanda’s living room. What started with lots of long nights and just 8 products, the Golden Gems gals quickly gained a local following through Etsy and opened up their first brick and mortar in a small shop on Cherokee Street in South St. Louis City in 2018. Over the next few years, Golden Gems experienced such rapid growth that Susan and Amanda tripled their product line, grew their team with 18 new employees, and quickly outgrew that little 1200 sq ft shop on Cherokee.

In October 2021, Golden Gems moved into our current 5600 sq ft flagship store & warehouse space on Locust Street in Midtown St. Louis. The new space houses a bigger retail store in the front, with headquarters in the back for shipping, housing their ever growing product line, offices, event space, photography studio and more.

Additionally, they opened a holiday pop-up shop in 2021 at the City Foundry, which quickly proved that St. Louis wanted more Golden Gems and the sister duo signed a permanent lease in 2022. Earlier this year they opened their third location at West County Center and it has been a huge success.

In addition to their brick and mortar and online shops, Golden Gems has a thriving wholesale business and their products can be found in over 800 stores across the country, including Urban Outfitters and Paper Source. Helman and Logsdon are excited to grow their brand locally, and are confident that St. Louis expansion will lead to even more recognition by shoppers and the brand can continue to expand nationally as the years go on.

Company Leadership


Co-Founder & COO

Michelle spent the first part of her career as a top ranked on-air television news reporter, culminating at Fox 2 News, St. Louis. She is an expert at product marketing and go-to-market strategy derived from her strong analytical and communication skills. She also founded and led a public relations and marketing firm where she gained experience with businesses ranging from startups to 100M+ non-profit where she was the senior executive responsible for all aspects of marketing, communications and campaign strategy.

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Co-founder & CCO

Susan is a self taught graphic designer with over 12 years of experience in the field. Susan is a lover of the creative process and enjoys writing and playing music, baking, designing, and naturally enjoys designing new Golden Gems products.

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