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I have just ordered the Gemma gown for my wedding, and I've also already bought my BMs their dresses.
I chose a floor-length light silk dress with one embellished shoulder. The colour is a soft, blush pink.
I wanted something really light, flowy and feminine to complement the style of the Gemma, not compete with it. I agree with you that the Gemma would look better with a colour that isn't too bold/bright/dramatic (i.e. crazy blues, greens etc).
I would pick silk or chiffon for BM dresses as they have the same soft properties as the Gemma.
In terms of silhouettes, I think a mermaid style would be fine, and I also think a sweetheart neckline to match the Gemma would also look beautiful.
On my BM dresses, as the shoulder has the embellishments on it (they are small pearls and diamantes), the girls will not need necklaces, and I'll probably buy them some pretty drop earrings to go with the dress.
This is a pic of me in the dress:

We ended up picking a gown that would work on the different body types instead of focusing on matching with Gemma. We did want to keep the fabric light and flowy though, so we looked for only chiffon gowns.
I actually went with a bold color because it's in our palette. :) A soft color would've been gorgeous but it's an evening wedding.

@techie: Techie! I LOVE that design! Who is that by?
Mine is actually from an Australian chain store! I saw them and pounced on them as they were only $199 each! :)
I had one of my BMs with me, and she's the largest girl (though she's not actually large at all...a size US6-8) and she tried it on, and I knew that since it looked great on her, it would look great on the rest of the girls. I knew it would sell out quickly, so I nabbed four of them on the spot. It was literally a 20 minute decision!
Amazing deal, and it's super gorgeous!
The gown we purchased is from Monique Lhuillier :) Two girls are a 22 (street size 18) so off the rack wasn't an option.
Both are fab I think something on the neckline 1 shoulder or straps works well with a strapless gown.
I'm looking at one shoulders myself narrowed it down to 2 so far..
Option 1

Option 2

In taupe or bronze though :)
@Veragirl I almost bought the same as you at least i think they are the same or very similar from whiterunway.com they are $230 each on the site but delivery was too expensive in the end.

I picked long chiffon dresses with a slight sweetheart in a cranberry color. They are bill levkoff style 521 and look great on my bridesmaids. I have 9 girls and they all range from super petite to just having a baby so wanted something that would flatter all and not break the bank. They are simple and don't compete with Gemma.
Ooh, that is very similar to mine! It has almost the same neckline and embellished strap, but the bottom half is a little different.
I like the first dress you posted. It has just enough embellishment without being too distracting. I really like the gathering on the bust :)

This is my BM dress to go along with Gemma =) It's comfortable, flowy, great purple color, and the girls love the pockets.
I orded my Gemma, and actually already had my bridesmaid dresses before my dress. I didn't give them option and I knew I wanted floor length, black, with a good deal of drama since Gemma is quite dramatic.
This is a Jim Hjelm and I adore it so much I'm paying for half of it and stealing it from my MOH after the wedding!
Gorgeous! I am biased though because I bought this dress for myself, lol (I'm also from Australia).
@ozpeony: Haha, good choice 
Here are a couple of pictures I took with two of my BMs this weekend.
I'm having four BMs and they are all wearing the same dress. Excuse the wrinkles in the dresses, I think they have been sitting in a bag for the past six months.


I have opted for short dresses for bridesmaids. They are wearing Lela Rose (LR 123) in an ivory gauze.
http://www.dessy.com/dresses/lelarose/lr123/
I don't think the photo does it justice, but the fabric is nice and it looks great in person. I often found when searching for dresses that the ones I had liked best in photos, I didn't in person, and vice versa.
@Bruuk: Those are so pretty! I agree about dresses usually looking different in real life than in photos. They often also look drastically different on the hanger than on a real person.
I didn't even look twice at my BM dress the first time I saw it on the hanger in the store, and only brought it into the fitting room for one of my BMs to try "just because". I ended up buying four of them 30 minutes later!
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I KNOW I want the Gemma gown because I simply cannot get enough of it! Here's a link if you're unaware of what it looks like: http://boards.weddingbee.com/topic/vera-wang-gemma-dress-pics-a-tad-obsessed-with-it
What bridesmaids dresses would go with or compliment the Gemma dress? Can I choose mermaid sihlouttes for the dresses? Or is that a no-no because the Gemma dress is also mermaid silhouette? Should I pick satin or taffeta material for the bridesmaids since the Gemma gown is made of organza and tulle?
What's your opinions? What would best compliment this gown?
P.S: Although I'm open to suggestion, I'd prefer floor-length dresses in colours that are NOT bold/bright/dramatic.