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>> we noo knew that buying foot online could be tricky. so we had to remove every hurdle that we could in an effort to try to get men and women to try us for the first time. >> so they opened their first store front in 2016 in the heart of new yorks soho neighborhood, with a second boston location in 2017. from the outside, m. gemi may look like a typical store, but the experience is far from typical. >> its not transactional. you dont walk in and say, i need that shoe, and youre in and out. >> ...