About
One person, one name at a time
Gemma Ostrander
Associate Director, Exact-Match Domain Advisory
What she does
Gemma keeps a small stock of plain .com addresses and finds, for each one, the business its words already describe: the trade, the product, or the town it serves. Much of her work is with growing independent brands, outdoor and lifestyle companies, and service businesses that run several locations across the Mountain West.
She arrived here after roughly four years helping brands with their online names and holding domains of her own, long enough to see how often a good company was stuck with an address its customers could not remember.
How she writes
Her notes are short, and they usually end with a question: where the company is heading next, whether a new location or a product line is coming, how the name might fit that step. She does not assume she knows your plans, and she is just as glad to hear that the timing is wrong.
If you answer, you will be talking to her, not to a queue.
Where we are
The office is on the fifth floor of 222 Main, in the business district of downtown Salt Lake City, a short walk from City Creek and the Gallivan Center, with TRAX stopping on Main Street. Meetings there are by appointment.
222 South Main Street, Suite 500Salt Lake City, UT 84101
+1 (801) 532-6148
gemma@fairleadsadvisors.com
About the name
Fairleads Advisors takes its name from the fitting on a boat that keeps a line running true. It is a one-person domain practice in Utah and has no connection with any other firm whose name sounds alike.