Shaun Gilmore

Shaun Gilmore, born as Shaun Geddmore, but commonly known as just Gilmore, is a sorcerer[1] merchant who was raised in Marquet by Opesa and Soren Geddmore, moved to Tal'Dorei, and anglicized his name for business reasons. He owns the Gilmores Glorious Goods shop in the city of Emon and gradually expands his franchises across the continent. He is the chief sponsor of Vox Machina and provides the group a discount for all of his merchandise.
Gilmore is charming and amicable with a very "Broadway" personality,[18] often using grandiose gestures and manners of speaking and showing a performative style. He shows confidence in his success as both a businessman and a very adept magic caster, as much of what he creates is out of the ordinary and different from standard enchantments.
When Gilmore started out, he persevered by himself, wanted to become the best version of himself, and "to prove to the world that he can succeed", dreaming of perpetual expansion and franchising. By the end of the first campaign, he had slowed down his expansion plans, choosing to stay in Tal'Dorei and focus on small local shops.[19]
He keeps friends and family close, going out of his way to look after the well-being of Vox Machina, compatriots from Emon, and his parents -- who he keeps a literal step away via magic. This includes sharing his confidence and vulnerabilities with those he trusts. This is shown over time in conversations with the party (Vax'ildan in particular) and giving Vox Machina access to his family home.
Despite any partnerships or friendships, Gilmore has shown that he is still shrewd and cautious when it comes to his business. When asked about opening a line of credit with Vox Machina to cover for the goods they wanted, he was willing to do so. However, he would still send people after them should they make this arrangement and not repay him within a month. He also isn't against mischief and has used a customer as a test subject for new kinds of enchantments, as seen with the unfortunate side effects of Scanlan's Potion of Scrying.