Charif cofounded Gemmyo in 2011 with his wife and his brother, and has been its CEO since inception. Paris-based Gemmyo designs, manufactures and distributes jewelry. Sales are booked online and made-to-order to get rid of inventory and distribution costs. Therefore, French customers can buy Gemmyo’s high-end jewelry – when they had lost hope to find anything affordable at traditional luxury Maisons, which have focused on HNWI in emerging countries for the past decades. Gemmyo is now one of the top 3 jewelry brand name searches on Google in France, next to Cartier and Tiffany. Charif holds an MBA from Harvard Business School, where he was a Baker Scholar, and a MSc. in Engineering from Ecole Centrale Paris.