Founded in 2020 by Shon Baker, Gemtuitive began its life as an online shop focused on providing the community with access to a unique array of ethically sourced crystals, minerals and handmade bracelets. Noticing a lack of consumer information available regarding the origins of many commercially available crystals, especially in regards to worksite safety and labor laws, Shon has made it Gemtuitive’s mission to curate the shop’s collection against a strict set of standards: all crystals and minerals sourced must come from regions of the world that are conflict-free, no child or slave labor can be associated with any parts of the mining or processing, and mining methods must be environmentally responsible. Any polished materials must either come from a regulated workshop or be polished by hand in similar settings. 
In 2021, bolstered by an unlikely network of socially-conscious mine owners and suppliers,  Shon launched a brick-and-mortar storefront, bringing his diverse selection of high-quality materials to Boonton’s downtown historic district.

After graduating in May of 2020 from William Paterson University with a BA in Studio Arts, Boonton-based artist Vicki Somers knew it was their purpose to bring their message of sustainability, visibility and inclusion in the arts to their community. Utilizing themes and styles that are equal parts free-spirited bohemian and romantically gothic, Vicki creates new works that combine reclaimed materials with intentionally procured elements to create new artifacts that invoke a sense of polish, playfulness and mystery.

In 2022, Vicki teamed up with Shon to begin providing the community with access to pre-made and custom-order wire wrap jewelry created from his shop stock. Soon the two realized they had much more in common than just their passions for social justice and environmentalism, and in 2023 the pair combined forces. Today, Gemtuitive’s mission is to help people cultivate personal wellness through mindfulness by providing more sustainable choices to meet one’s metaphysical needs.