MichelleGem has transformed the digital presence and campaigns of luxury e-commerce brands like Luisaviaroma, Harithand, Andrea Wazen, Rayane Bacha and ATIIMU, to name a few. Her work has resulted in a feature in the industry magazine, WWD. She has further demonstrated her expertise as a Master's lecturer on digital marketing, covering a 360-degree approach from planning an ecommerce launch to fortifying an omnichannel presence. 

Balancing an analytical approach with creative strategy, MichelleGem now focuses on connecting Middle Eastern designers and labels to European markets, helping them reach ambitious milestones and stay competitive in the changing e-commerce landscape. 

Sustainability and female empowerment are at the core of her professional ethos. She works towards a vision of building better brands that make an impact online and offline.