Names make companies unique and that's how great brands have started. There are some companies who chose to pick the name of a fruit, Apple, others that tried to make the name resonate with the actions in using the product like Twitter or Dropbox. We have seen other companies choosing more corporate names, like Microsoft; but the question is why is Emma called Emma?

After less than a few weeks from launching our website, we have got our first critique about our name. A Facebook user was complaining about the fact we chose a female name and not a unisex one. A huge discussion started about gender equality and people soon forgot how many cool things we are doing here.

If you are wondering why we picked Emma, well the answer is really simple. Emma was started by two Italian co-founders, whose names were Edoardo Moreni and Antonio Marino; so we decided to reverse Antonio's name and get the initials, (E)doardo (M)oreni (M)arino (A)ntonio. It's that easy.

We have been knowing each other for quite a while and I wanted to use this name sooner or later; so after more than five years, I realised this was the right time. Emma stands for who we are and what we believe; it has nothing to do with gender and it will never, we hope, discriminate anyone.

We are strong believers and supporters of gender equality. That's why we'll always aim at including everyone regardless of their background, race or gender. We don't think or believe a name should jeopardise the work we are doing; which can have a massive impact on other people's lives.

We started this company because we want to help others. This is what keeps us awake at night and we don't want or can't afford to have any other distraction. For this reason, anyone who'll start a debate on this will get a link to this post. :)

Read our mission.