Emma Grede on Inclusive Business, Leadership, and the Real Meaning of Success
Successful companies rarely start from ambition alone — they begin with solving a problem. For entrepreneur Emma Grede, that problem was personal.
“I started a company by solving something for myself,” she says. “And it just made sense that the more people I could serve, the better the business would be.”
For Emma, inclusivity isn’t a marketing strategy or a modern trend — it’s good business sense. When products are designed from the start to include everyone, more customers feel seen, valued, and loyal.
“When someone feels acknowledged for the first time, they connect instantly,” she explains. “They think, ‘I’m going with this brand — because it speaks to me.’”
That simple idea became the foundation of her approach: diversity isn’t an add-on, it belongs at the inception of a product — from size ranges and colour tones to cultural representation and accessibility.
The Power of Perspective in Decision-Making
Emma believes most companies fall short because of who’s in the room when decisions are made.
“A company isn’t inherently racist or sexist,” she says. “But when a group of people with the same background make all the decisions, they miss things.”
She has seen this first-hand while pitching ideas to executives who were nothing like her target audience. “I’ve literally said, ‘Maybe call your wife or daughter — because this isn’t for you.’”
For Emma, diversity is not just about race — it’s about age, education, life experience, and mindset. The wider the mix of people around a table, the better the ideas, and the fewer costly missteps a company makes.
Finding the Right Partners
In her early years, Emma sat in countless rooms where people didn’t “get it.” But rather than doubt herself, she saw those rejections as filters.
“I never thought I was wrong,” she says. “I just hadn’t found the right people yet.”
She describes her early journey as “kissing a lot of frogs,” knowing that when you’re building something new and unproven, it’s meant to be hard.
“If someone didn’t understand, I just thought — poor guy, he’ll realise one day,” she laughs.
That clarity and calm confidence became her hallmark. “The ones who don’t get it wouldn’t be good partners anyway. You need people who share your vision and are humble enough to know they don’t know everything.”
Staying Hungry When You’ve Made It
With global brands like Good American and Skims, Emma’s success is undeniable. Yet she insists she’s still just getting started.
“There’s no one who knows more about jeans and knickers than I do,” she jokes. “I study every competitor, every promotion. I’m curious — and I just want to win.”
But “winning” for Emma isn’t about headlines or hype. It’s about building something that lasts:
“I want to create generationally defining businesses. A few years of success isn’t the goal — longevity is.”
As companies grow, staying true to founding values gets harder, she admits. “It’s easy when there are ten of you. It’s harder when you’re global. But that’s the challenge — growing without losing your principles.”
Managing Stress and Staying Grounded
Despite the glamour attached to her name, Emma’s days are far from effortless.
“My life is a series of problems — from the moment I wake up to when I go to bed,” she says. “But you’d never know it unless I told you.”
She manages stress through strict rituals: early mornings, meditation, exercise, and gratitude.
“I wake before my kids for quiet time. I drink my Japanese tea slowly, like it’s the first time. I stop to notice my ceiling and think, ‘Wow, I never imagined I’d have this.’”
These small, daily moments of appreciation keep her balanced. “If I didn’t do these things, I’d lose my mind,” she says simply.
Redefining Success and Responsibility
When asked what motivates her now, Emma doesn’t hesitate: responsibility.
“Every success I have carries weight — for the women and young people who’ve been left out of these conversations,” she says.
Through her work with the 15 Percent Pledge and other initiatives, Emma helps open doors for underrepresented entrepreneurs. Her mission: to make sure others have the same chance she did.
“It’s not because I’m special,” she insists. “I had the right circumstances and determination. If we can create those circumstances for others, they can do it too.”
The Small Wins That Matter Most
For Emma, success isn’t measured in headlines but in human impact.
She recalls a young designer who once called her for advice on pitching to a department store. Years later, that same designer reached back out to say she was now selling tens of thousands of dollars’ worth of products each week — thanks to Emma’s early guidance.
“It’s always the small things,” Emma smiles. “A conversation, a phone call, giving someone a bit of your time — that’s where the magic happens.”
Lessons in Leadership and Kindness
As the conversation winds down, Emma reflects on what she’s learned about leadership: make decisions, stay adaptable, and lead with kindness.
“You can’t be paralysed by indecision,” she says. “Make a decision and move on — it’s better than being stuck.”
And the worst advice she’s ever received? Stay in your lane.
“All my growth happened when I left my lane,” she laughs.
If she could make one rule for everyone to follow, it would be simple:
“Lead with kindness. It costs nothing and it changes everything.”
Final Thoughts
Emma Grede’s story isn’t just about fashion, business, or fame — it’s about clarity, conviction, and compassion.
She’s built her success by solving real problems, trusting her instincts, and never forgetting where she came from. Her philosophy is refreshingly grounded: be inclusive, stay curious, and always find joy in the little things.
“I’m proud of how far I’ve come,” she says, “but the real goal is helping others go further.”
