The College Dropout Behind Two Billion-Dollar Brands | Emma Grede

✅ Ready to build your ecommerce store for just $1? Get all the support, tools and knowledge you need, right now 👉 www.foundr.com/startdollartrial
Foundr+ is your all-access pass membership to cutting-edge entrepreneurial education - no matter where you are on your entrepreneurial journey.
You’ll find more in-depth, proven strategies tailored to your business needs from founders like today’s guest with support and advice from our global community of over 30,000 founders.
Get started today for just $1 at www.foundr.com/startdollartrial
___________________________________________________________
Emma Grede is the marketing and business mind behind a global fashion and lifestyle brand empire. She’s the CEO and cofounder of the first fully inclusive fashion brand Good American, founding partner of shapewear brand SKIMS, and cofounder of plant-powered cleaning brand Safely.
Impressive resume, right?
Emma’s story started in East London as a child, where she was inspired to work in the fashion world. By focusing on her unique talents, she honed her skills in business and marketing to develop a career that she dreamed up from the beginning-to work with creative people and empower their collective vision.
Listen to Nathan and Emma discuss:
How she first met and started working with Kris Jenner
Pitching the Good American business idea to Khloe Kardashian ​​
The key to the Kardashian/Jenner staying power
Why the power of inclusivity led to the success of SKIMS
Finding a better plant-based cleaning solution with Safely
How she became a shark on ABC’s Shark Tank
Her role as chairwoman of Fifteen Percent Pledge
And much more marketing and product advice for founders…
___________________________________________________________
👉 Follow Foundr on your favorite platform:
- KZbin: bit.ly/2uyvzdt
- Website: www.foundr.com
- Instagram: / foundr
- Facebook: / foundr
- Twitter: / foundr
- LinkedIn: / foundr
- Podcast: www.foundr.com/podcast
- Magazine: www.foundr.com/freemagacces

[@tahirisaid2693]

My outlook on money changed when I realized someone making $300,000 can retire broke & someone making $80,000 can retire a multi-millionaire. Living within your means and living a frugal lifestyle is the first step to financial independence. I just hit the one million mark last year, cheers to everyone striving to get there someday.

[@Williamesq12327]

Wow! Congrats on that. Is it preferable for me to save money or allocate a significant amount of my salary to stocks in order to accomplish this goal??

[@tahirisaid2693]

Varied sources of income is wise and especially living within your means. My net worth is over $1M and I can pay my bills with no stress, but I don't live like I have that. I have no complaints.

[@chriswalter92]

Although financial advice is arbitrary and what works for one person may not work for another, planning is always preferable. I consider myself fortunate to have been introduced to personal finance at a young age. I started working at the age of 19, purchased my first house at the age of 28, was laid off at the age of 36 during the COVID-19 pandemic, and immediately sought advice from an advisor to manage the expansion of my finances. After further investments, as of right now, I'm only 25% short of my $1 million target.

[@Foundr]

Great story. It proves the power of living within your means!

[@forward_ever_ever2595]

I fully agree with your principles

[@Natasha.berg1]

What a refreshing honest comment at the end of this episode. No one talks about what it takes women to “have it all”

[@Foundr]

🙌

[@lovecindicrose]

I think people misunderstand the concept of “diversity” on purpose. Just because a company is intentional about diversity doesn’t mean they hire unqualified people off the street. Diverse is not code word for “quota filling.” Instead it means be intentional about getting people from different backgrounds and cultures because it brings creativity and insight to your business. From the way you advertise, to what appeals to your audience to lighting different people in images, or styling hair, and the use of certain terminology. Even the way you solve problems. Diversity means you get a range of perspectives, can make more thoughtful choices, and stop fires before they start. If you sell to a range of people, then it’s simply smart business to engage them professionally.

[@bluesash10]

This!

[@YogaBlissDance]

thank u

[@MakeEuropeGreatAgain]

This comment is stupid and illogical. If your purpose in hiring is qualification, the rest doesn't matter. The moment you hire with diversity in mind you are putting qualification in second, third, whatever place.

[@kelsilulu]

Girl they already know this. They just get mad when they’re not chosen for leadership positions because they think they should be the ones in power all the time. You know who I’m talking about…

[@drinkswithdrea]

@@MakeEuropeGreatAgainthat’s just not true. Most people are inherently and unconsciously bias, and even when faced with multiple qualified candidates will lean more towards white and male. It’s our programming, and while that white male may be extremely brilliant, he only sees the world through his lens. If you want a global company that appeals to the needs of the masses, diversity is the only way to include different walks of life and perspectives. Intentionally go out and hire someone qualified to do the job, with the experience that will help broaden your brand. It’s not a difficult concept to understand but when you’re too worried about being replaced you can’t see things with a clear eye view.

[@PawDawgs]

I soooo appreciate her honesty at the end there. That probably the biggest nugget she could have left with other entrepreneurial women ❤so important to know the sacrifices needed to succeed!! I thought I was alone for a moment there.

[@Foundr]

Amazing! Thanks for watching!

[@HealthandSoundness]

I love your energy! the way your talk and communicate your idea... I feel the passion in your voice, which I believe has been your driving force too... thanks.

[@quickcinemarecap]

00:01 CEO decision making and entrepreneurship 02:17 Emma Grede's journey from talent-based equity deals to launching her own apparel-based businesses. 06:37 Hiring for diversity and different perspectives 08:40 Recruit a diverse range of candidates for every position 12:58 Building relationships and understanding customer needs. 15:06 Authenticity as a key factor in building successful brands 18:54 The importance of creating a great product for brand success 20:47 Listening to customers is crucial for early stage founders to create great products. 24:36 Involvement in SKIMS and role as Chief Products Officer 26:23 Importance of listening to audience feedback for company name change 30:15 Building connections for knowledge sharing 32:11 Creating plant-based products with beautiful marketing 35:51 Importance of doing something enjoyable that makes a positive impact 37:58 Importance of giving back and helping others. 41:54 The 15% Pledge promotes economic parity through support for black-owned businesses 44:07 15% Pledge is creating real change in business and brands. 48:09 Emma Grede's admiration for Oprah Winfrey's impact and business acumen. 50:20 Women face unique challenges in balancing work and personal life

[@GrayCafeMedia]

thank you ♥

[@STYLE_PRIESTESS]

Thanks 😂

[@sanjureddy3354]

Tq for efforts to write this

[@MarieA787]

So she was a producer that have conections with the Kardashians and that how she built her millions 😮 she is smart woman.

[@BeFruitfulMomma]

Absolutely love Emma's journey. And especially appreciate her being transparent about women not being able to have it all. I've said for years and resent that tag line.

[@Amytianaglobal]

I am thankful for this. Hearing Emma speak about her journey is a key opener for me.

[@Foundr]

This is so inspiring to know. Thanks for the wonderful feedback!

[@brandonestelle9029]

Really great information! Thanks!

[@Foundr]

Glad it was helpful!

[@tracychristian6029]

Love her. Well done.

[@ReActiv8R]

Great interview with Emma ... very authentic, and still inspirational!

[@Foundr]

🫶

[@WaldalPotocnik]

Came across this video and I watched *gtdupe* OMG your wardrobe is every woman’s dream! Love your voice and the way you speak

[@kheriphillip878]

Love love love Emma! Such an incredibly smart business woman.

[@Foundr]

Thank you! 🫶

[@thefashionalchemist]

That end part is 👏🏼EVERYTHING 👏🏼 thank you Emma for being open and honest about that. Loved this interview, so valuable to hear from someone who’s relatable. I’d love to see more interviews of self made successful women. This was such a valuable interview to listen to, thank you for interviewing her! ❤

[@Foundr]

You're so welcome! We're here to inspire! 🫶

[@FffccgggVcxggccc]

Emma you are a bright bright button. God bless you and your family

[@AHYMNMUSIC]

Love this interview

[@Foundr]

Awesome!

[@nae_petey_son]

Wow. Inspirational!

[@NicholasFerdinand-it4lv]

Great strategy for people with money looking to diversify their investments. I know someone who has done this in the pricy Bay Area. She has great cash flow on a home she bought 20 years ago and is breaking even on a property she bought three years ago having put 1/3 down. Ten years from now she will cash flow better and her equity will be through the roof. She did the same for out-of-state properties.

[@MarcelinaMakowski]

This year I want to use earning calls to help with my strategy on companies I want to invest in. However, I don't understand them. I am always lost and have no clue what they are discussing I lose interest after 20-30 minutes and not gaining much insight. What things should I be looking to get out of an earnings call to help me invest in a specific company or real estate?

[@DE-Burrows]

@NicholasFerdinand-it4l She must have a professional who is guiding her. Cynthia Alexandra McClure is the licensed fiduciary I use for guidance . I do not think self-investing worth is worth it from my experence . Some may have no account minimums and charge annual management fees of less than 0.5% per amount managed. Self-directed investment accounts have the lowest fees and give you the most freedom, but the risks are higher. A safer choice is to hire a financial advisor and let them guide your investment strategy.

[@ravenjacobs9448]

​ @MarcelinaMakowski I see no reason for stressing yourself over these things when you can get a financial advisor. A financial advisor can help you determine if dividend investing is a good fit for your financial goals and can help you develop a strategy. They can also help you consider your risk tolerance, liquidity needs, and short- and long-term goals. Consulting a financial advisor can be especially helpful if you're new to buying and selling individual dividend stocks. You can also ask your advisor questions about reinvesting your dividends.

[@KimberlyWillowWood]

In my opinion Al will be the next big thing. Refraining from making snap decisions based on transient fluctuations is essential for long-term growth similar to META. Put patience and a long-term view first, and if you want to make well-informed purchasing and selling decisions, consult a financial advisor.

[@BEAUTIFULDIANAFRANCIS]

Thanks for sharing. I curiously searched for Cynthia full name and her website popped up immediately. I looked through her records and with diligence she is able to the task.

[@RevenueRocketeers]

Great interview & valuable insights.

[@Foundr]

Thank you! We're glad you found it helpful!

[@BizBob2]

So real and thank you. You are inspiration Emma!

[@Foundr]

Thanks for tuning in!

[@jihanelahrir]

Thank you for this!

[@Foundr]

Our pleasure!

[@justshylo7146]

Emma is one of my biggest inspirations and this was a fantastic interview! Lots of helpful points, and she's definitely my entrepreneur dinner choice.

[@Foundr]

Glad you enjoyed it!

[@wisergal2002]

Excellent!!!❤❤

[@amonifinau4048]

Thank you!

[@Foundr]

You're welcome!

[@luluisfunny]

Austin companies have a tendency to do this 16:50 🥴 this was a great listen!

[@meetalg]

Thank you so much Emma, I'm a guy but can honestly say I appreciate the last 3 minutes of your interview with Nathan the most. It's beautiful for you to help dispel that stigma. Thank you Nathan as always for the most genuine questions.

[@rosegold.sunset4749]

I’ve watched previous interviews with Emma and this one is by far the best one!!! Thank you so much!! ❤

[@Foundr]

Wow, thank you!

[@mariasalumae7230]

She’s so motivating 😍

[@dineosibiya2123]

too much l agree and she's humble..smart lady

[@Just_yaqout]

Thank you for this interview can you do more on skincare brands I will appreciate that ❤

[@Foundr]

We hear you!

[@Alltingzkaren]

Yes definitely skincare brands. Cause that market has become so oversaturated

[@STYLE_PRIESTESS]

East London girl 🎉 Awesome story! Whatever you think about the Karmashians - they are shrewd hardworking business women and I respect that, if that's all 😂

[@BauerBeauty]

51:52 u go girl thank u for saying that

[@CipriAvila]

Inspiring interview and energy from Emma. Cause and belief in other things apart from the bottom line is the future of business. Soulless brands are no longer enough.

[@Foundr]

It's true, brands nowadays need to have character and soul!

[@amikaadamsthe1stlive]

❤ Emma! She has changed my way of thinking for my brand SoNeeded Journee the Sustainable Event handbag designed for carry heels. I will use her tip to take the customer on the journey with you. Plus have an open ear to hear the customer on negative issues too. ❤ 💡

[@Foundr]

Love that! Great idea!

[@daudmoridiyah]

This is so calm to listen to, and i got incredible business insights. It's always refreshing listening to Ms Emma. Thank you!

[@Foundr]

You're so welcome!

[@Thebetterlife_9991]

🎉🎉🎉Thank you

[@Foundr]

You are so welcome!

[@dineosibiya2123]

Thank you for the motivationa,Emma is smart ,open minded and good listener with her employees..love diversity part it works...

[@Foundr]

Yes! Thank you!

[@jupitired777]

shes brilliant

[@KortCam1]

I love this woman

[@Foundr]

She is amazing!

[@beautifulcrazy]

Such a smart young woman. I missed my calling.

[@aniekstroeken3450]

Obsessed!!

[@Foundr]

🫶✨

[@CJCIE]

She’s brilliant 🇮🇪 🇹🇭 🇦🇺

[@eventconsultants7010]

Does Mrs. Grede have a central hub for vacancies across all her companies?

[@fitglamsquad5669]

The key: the Kardashians, their name will sell anything.

[@user-yw2vg9lp7e]

Not true😂 if you look at the Kardashian’s businesses in the past majority of them failed. The Kardashian’s secret weapon is Emma Grede.

[@senukuli]

@@user-yw2vg9lp7e the combination of the kardashian name and her skills worked perfectly. They needed each other

[@user-yw2vg9lp7e]

@@senukuli there are many many failed celebrity brands. The Kardashian’s lucked up with Emma and her husband they could’ve gone with any celebrity they needed their business acumen to launch & run successful brands.

[@senukuli]

@@user-yw2vg9lp7e are you agreeing or disagreeing with me? The lack of punctuation in what you're saying is confusing me

[@user-yw2vg9lp7e]

@@senukuli both. Yes the Kardashian’s celebrity helped advertise the brand. But there a so many famous celebrities. The Kardashian’s very public history of failed businesses shows they aren’t good at business. However the fact that Kim & Khloe’s most successful brands came only after the very smart hard work of Emma. Which shows Emma is indispensable. So to say they both need each other is inaccurate because they need her& her husband to have business success.

[@CronkiteSwanhart]

People don’t know that in the 1990s, *luxdups* Coach’s letter quality was top-notch!

[@maddemadetv445]

am really strugling with a great idea being i have no funds to get it off the ground ,how can i find help?

[@Foundr]

Join our product launching challenge on Instagram @foundr we'll help you out!

[@YogaBlissDance]

Like many said at the end it's refreshing and just like her power of diversity comments- we knew it's true. Re: doing it all/having it all: NO you do not get to go to every kid related thing, and be happy homemaker cooking meals AND RUN a biz on the scale she does...WITHOUT help, lots of organized help....When men run biz of that scale they have HELP usually called a wife- and assistants and underlings. The pressure on women to not drop any of the feminine balls- sexy, mothering, cleaning, caretaking is impossible again IF career needs that much focus. So her honesty throughout is REFRESHING.

[@2.jeremy]

Hella game

[@arellysritchieauthor]

when I start my business if I am ready to look for investors to invest in my business, this is the investor I go looking for! she single handly turned the kardashians into billionaires!

[@dineosibiya2123]

powerhouse and smart lady

[@EarthAngel__1111]

Lover her on shark tank

[@Foundr]

We did too!

[@rubylee9276]

I really wonder why Emma didn’t work with Kylie’s fashion brand Khy. It was such a flop in terms of quality and connection (just look up all of the reviews on KZbin for the brand). Basically everything that Emma is talking about in here could’ve really shifted Kylie‘s positioning and fashion…. 🤔 not sure who Kylie worked with but seems like such a shame to not utilize a powerful person like Emma inside of the network.

[@radiorosienashville]

What did she do on Shark Tank ?

[@Foundr]

She is a recurring Shark on ABC's "Shark Tank," making history as the first black woman to serve as an investor on the show!

[@HelenBrownrigg-zn5yo]

empower women

[@Edjailsimms]

🦅

[@bourjoism3917]

👏👏👏👏👏👏

[@karentaylorsmells]

I love her aesthetic choice of all the cream colours … jumper, pants, chair, walls, door 🍨 stunning interview she speaks beautifully and is down to earth and relateable ❤

[@Foundr]

🫶 awesome!

[@BeautybyYvette]

⁠ytygr

[@samatteb1]

What’s so incredible adout Kardashian ??

[@monishadaryanani2360]

Nothing. People give them way too much importance for no reason. Wrong kind of role models if you ask me. They are NOT authentic.

[@JustBeingAwesome]

they are pure marketing machines, and that in itself deserves professional respect.

[@monde1250]

@@JustBeingAwesomeWe dont respect frauds

[@JustBeingAwesome]

@@monde1250 I don't either, but they are incredible at marketing...

[@noriwilliams4637]

just their audience

[@themercedesexperiment]

❤

[@xracingleague]

I am working in a a company with diversity, but it's not forced diversity. Just because you have unique skin color or culture, but failed in the test, you won't get in.

[@nuperspektive]

Hiring someone based on their race, culture or sexual orientation is racism / discrimination regardless

[@sinamakivic3153]

Thinking people are hired based on their skin colour is problematic.

[@YogaBlissDance]

She didnt' say you would "get in" either if you failed the "test." Also many founders of all colors fail "tests/or standard ways of checking" because they do think out of the box, may not fit the norm. You don't show your face or name and leave horrid comments.

[@WebStixx0000]

Hiring more black, brown and plus sized folk is the key to success? Come on now! Diversity is important but so is merit it. I wish she had been very clear about that.

[@KevinDeLaGhetThao]

The real key to her success was marrying a rich entrepreneur Jens Grede. Then climbing the social ladder rubbing shoulders with the Kardashians.

[@Magical_Makeup_UK]

I agree ☝🏼

[@kelsilulu]

@@KevinDeLaGhetThaoyou have to be in the right rooms no matter what you do. If you want a promotion you have to rub shoulders with the people who can advocate for you. That’s how success works

[@misscvlog5402]

did she say she's a black female CEO? She's not mixed race?

[@YawelkysC]

I interviewed for Skims in Austin Tx recently & I didn’t get the job, so crushing because I admire this woman so much. the Skims store in Austin was underwhelming as far as diversity in representation. 😞

[@Foundr]

Sending you our best wishes!

[@narehakobyan5701]

Oprah😂😂😂 Of course I get that it is still "black lives matter" movement but I am not sure she was the best choice considering the pure heart Emma has. Oprah has a lot of darkness behind her.

[@GGTanguera]

Yeah, people are very aligned with the Kardashian values 😅 Diversity in looks, gender, religion, sexual orientation etc. doesn’t equate to diversity of thought. Brown, black, white and purple people from East London have similar life experiences and ways of being. Meritocracy is always a better choice for any business.

[@YogaBlissDance]

Why does meritocracy not possible with diversity...there is a built in limitation in your thinking.

[@christellen3077]

Her view on George Floyd and Oprah lost me. But great resilience tho.

[@mugomuiruri2313]

good african girl

[@makeitcount8164]

I would be great to learn from her, however, I am having a hard time really listening to her journey with the Kardashian name associated with her. It is easy to make money with connections with the Kardashians. Am I wrong?

[@3333-mf]

It just shows the values of society. No real values.

[@wgm247]

Married rich husband. The end.

[@WaldalPotocnik]

I love how honest you are about everything. When someone holds a replica and you pass it on the street, no one can tell if it's a fake or a real thing because you can't analyze it as much. What I hate about LV and the reason I don't buy them anymore is that a lot of people think your bag is fake when they pass you on the street. This is very annoying. One time, a woman came up to me and asked me if my bag was "real." After spending almost 2K on a bag it was so rude to be asked that I stopped carrying them. Later, when I bought a replica bag on *gtdupe* , someone asked me: Such a bag must be very expensive! Don't mention how happy I am in my heart