Jemma studied Fashion Marketing at the University of Leeds then went onto work for MatchesFashion.com for two years. In a pub in London, the two friends realised they both had the same frustrations and worries with the fashion industry, and envisioned something fresh and forward-thinking. Their ideas aligned and together they launched Stories Behind Things; a platform combining storytelling with sustainability. Now, they boast 18k followers on Instagram where Ella and Jemma share fashion, beauty and accessory ‘edits’, promote events, upcycling workshops and London-based clothes swaps. With Ella’s background in social media and Jemma’s fashion degree, it was a perfect match to bring this good cause to life.