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Speaker 1: Wake that answer up in the morning.

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Speaker 2: The Breakfast Club Morning, Everybody's DJ, Envy, Jess Hilarious, Charlamagne

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Speaker 2: the Guy.

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Speaker 3: We are the Breakfast Club. We got a special.

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Speaker 2: Guest in the building. Yes, indeed we have Emma Greedy. Welcome,

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Speaker 2: Thank you.

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Speaker 4: I'm so happy to be here. Good morning, all of you.

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Speaker 1: How are you?

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Speaker 4: I'm really good, actually very good today.

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Speaker 2: Now you are the CEO and co founder of the

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Speaker 2: Denim Company, a good American. I am a founding partner

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Speaker 2: of Skims, co founder of Safely, and you have a

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Speaker 2: new podcast coming out Aspire with Emma gree.

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Speaker 4: I do, I do? Indeed?

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Speaker 3: Now tell us how this all came about.

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Speaker 1: Doing that?

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Speaker 5: Thank you, Thank you very much. Well, honestly, I'm so

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Speaker 5: excited about the podcast. That's my newest latest venture. And

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Speaker 5: you know, I've spent my entire career building businesses, and

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Speaker 5: so the idea around the podcast was really me thinking

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Speaker 5: about how I can scale mental ship because wherever I

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Speaker 5: go all over.

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Speaker 4: This country, if I'm doing a talk or if I'm walking.

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Speaker 5: Down the street, people are constantly asking me questions, how

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Speaker 5: do I start a business, how do I get a

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Speaker 5: pay rise? How do I become the best version of myself,

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Speaker 5: how do I negotiate better? And you know, I can

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Speaker 5: answer a lot of dms, but there's only so much

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Speaker 5: you can do. And so I'm really taking all of

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Speaker 5: my knowledge, everything I've done, all of my network and

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Speaker 5: trying to bring it to people in a digestible way.

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Speaker 5: And I think that when you think about podcasting, it's

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Speaker 5: a very very you know, broad medium, but there's a

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Speaker 5: very narrow business viewpoint, very very narrow viewpoint, and especially

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Speaker 5: when you get to business podcasting, it's all men. And

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Speaker 5: so I'm bringing like a perspective of myself, of somebody

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Speaker 5: who is self made, someone who's a self starter and

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Speaker 5: has you know, come from where I come from with

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Speaker 5: very little education, and I want to bring something to

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Speaker 5: people that is tangible and that they can essentially take out.

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Speaker 5: I want you to have something that's actionable when you

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Speaker 5: leave this podcast, that you can take that back into

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Speaker 5: where you work or back into your small business and

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Speaker 5: do something with it.

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Speaker 1: Speaking of where are you from? Where do you come from?

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Speaker 4: Where do I come from?

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Speaker 5: I come from East London in England, which is a

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Speaker 5: bit like you know, I always think about it as

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Speaker 5: you know, similar to Brooklyn or something like that it's

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Speaker 5: the most impoverished part of London.

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Speaker 4: But I would say probably the best part of.

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Speaker 6: You said it, like you from Brooklyn, Yeah, East London,

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Speaker 6: but you have a network of three hundred and twenty

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Speaker 6: something like that and you're from Eastland.

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Speaker 4: I think that was last year's figures. But yeah, we'll talk.

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Speaker 4: Yeah we're growing out here.

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Speaker 1: But you didn't come from an impoverished area.

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Speaker 4: I do, and you said yourself, me, yes indeed.

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Speaker 1: So how did you get to that point?

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Speaker 6: What was the first thing that got you in the

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Speaker 6: mix of get on that road and having a network.

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Speaker 4: I mean, I've had a job since I was twelve

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Speaker 4: years old.

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Speaker 5: I delivered the papers, I worked in a Delhi, I

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Speaker 5: worked in close shops, I did all the things. But

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Speaker 5: you know, my interest was really in fashion. That's where

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Speaker 5: my passion was. But I didn't know anyone who, you know,

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Speaker 5: had a business when I was old. I didn't even

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Speaker 5: know the term entrepreneur. If you were an entrepreneur in

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Speaker 5: where I come from, you were probably doing something very wrong.

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Speaker 5: So that wasn't really an idea that I had growing up.

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Speaker 5: Excuse me going to clear my throat. But so for me,

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Speaker 5: I started out like many people. I did a lot

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Speaker 5: of work experience. I tried to get into the fashion business.

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Speaker 5: I assisted everybody. I worked in a lot of stores,

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Speaker 5: and eventually I found myself in a fashion show production

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Speaker 5: company and so that was me creating the shows, like

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Speaker 5: building the shows, the catwalks, the backdrops, and it was

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Speaker 5: a very unfulfilling job, but you met everybody. So I

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Speaker 5: did that for about four years, and then I fell

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Speaker 5: into this kind of weird space of sponsorships because no

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Speaker 5: designers ever have money to do their shows, and so

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Speaker 5: they needed brand partnerships. And I just happened to be

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Speaker 5: like a hustler, you know, I understand how to put

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Speaker 5: people together and make things happen. So I started doing

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Speaker 5: these brand partnerships. Became the girl in London. You know,

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Speaker 5: if you were running a show or you had a

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Speaker 5: party to do, you come to me for the sponsorship.

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Speaker 5: I would find you the sponsorship. And after a while,

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Speaker 5: I started my own company doing that when I was

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Speaker 5: twenty four years old, and it kind of grew from there.

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Speaker 5: I did one company, I did another, I sold a

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Speaker 5: couple companies. Fast forward to when I'm about thirty two.

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Speaker 5: I managed to exit that business, so I spent, you know,

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Speaker 5: nearly ten years building that first company, had my first serious,

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Speaker 5: meaningful exit, meaning that I made some money for myself

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Speaker 5: and so I was financially secure.

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Speaker 1: Company with it.

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Speaker 5: That was called ITB and so, and it was amazing.

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Speaker 5: It was like an entertainment marketing agency. So I worked

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Speaker 5: with all the great brands and I would put talent

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Speaker 5: in their campaigns and I built a big company. We

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Speaker 5: had offices in London, in Paris, in New York, in LA.

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Speaker 5: I shut down in LA because I made a lot

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Speaker 5: of mistakes, but it gave me the foundational knowledge.

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Speaker 4: To really get to where I am now.

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Speaker 5: And then, of course, you know, I decided, after all

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Speaker 5: that time and you know, creating a lot of value

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Speaker 5: for other people and other brands, that I would do

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Speaker 5: something for myself.

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Speaker 4: And that's when I started Good American.

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Speaker 1: Yeah, and Good American with Skims is under that and

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Speaker 1: what else.

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Speaker 4: No, it's not.

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Speaker 5: They're totally separate, totally separate companies, separate companies, separate entities,

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Speaker 5: separate shareholdings, separate that's the thing.

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Speaker 6: And I was reading this and I started, you have, like,

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Speaker 6: you know, you have a certain percentage in Skim, Do

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Speaker 6: you have a certain percentage.

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Speaker 1: In good America, you have a certain percent safely.

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Speaker 6: And the reason I thought that was so dope is

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Speaker 6: because we live in this era where people feel like

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Speaker 6: you have to have one hundred percent of something to

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Speaker 6: be an owner, to be a boss. But the reality

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Speaker 6: of one hundred percent and nothing is nothing nothing.

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Speaker 4: And listen, here's the thing.

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Speaker 5: I've done a very very good job because I divest

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Speaker 5: my shareholdings. You don't want to hold a lot of

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Speaker 5: money of a company. I've taken money off the table.

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Speaker 5: I'm not looking to be rich when I'm seventy five

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Speaker 5: years old. I want the money now. Yeah, And so

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Speaker 5: I think that when you get valuations like a four

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Speaker 5: billion dollar valuation, you take some money off the table.

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Speaker 5: That's the sensible thing to do to divest your interests.

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Speaker 5: And that's what I've done all along. And so I'm

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Speaker 5: very happy with the shareholdings I have right now because

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Speaker 5: I've cash in the bank and that's what counts.

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Speaker 2: How did the Skims company start? You know, people will

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Speaker 2: know Skims because it's so huge. It's on the sponsored

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Speaker 2: by the NBA.

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Speaker 3: So how did that come?

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Speaker 4: We sponsored the NBA even the other way around? Even better?

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Speaker 3: So how did that company come about.

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Speaker 5: So honestly, I think it came about from the relationship

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Speaker 5: that I have with the family, and you did, No,

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Speaker 5: it wasn't my idea. It was Kim's idea. She wanted

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Speaker 5: to create a shapewhere company or an underwear company, and

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Speaker 5: you know, I had a business with the family, and

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Speaker 5: so we decided to do it together. And the rest,

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Speaker 5: they say, is history. It was, you know, the right

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Speaker 5: thing at the right time. And you know, I think

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Speaker 5: with any company, the stars, the stars have to align.

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Speaker 5: We launched that company in a magical, magical time and

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Speaker 5: it hit the kind of zeitgeist. It was the right

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Speaker 5: company for the culture like at the moment, and so

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Speaker 5: I think it was just a series of amazing things

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Speaker 5: that happened and put it on the map and here

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Speaker 5: we are.

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Speaker 7: That's amazing because even Good American is Chloe's, Chloe's company.

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Speaker 4: Right, it's a partnership between me and Chloe.

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Speaker 1: Yes, work well with the families.

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Speaker 7: To say a check, check, check, I love that, And

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Speaker 7: there's so many of them, so so many checks.

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Speaker 4: I love that.

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Speaker 6: You have a look at Skims and Good American blowing

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Speaker 6: up and think to yourself, damn, you know, we really

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Speaker 6: made the Kardashian's culturally relevant again.

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Speaker 5: No, I never think I never think about it like that. No,

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Speaker 5: they're you know, they're being cultural culturally relevant. I think

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Speaker 5: that what I do is what I do, which is

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Speaker 5: I'm a very very good product person. I understand how

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Speaker 5: to bring product to market. And my background, you know,

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Speaker 5: ten years of working forging celebrity partnerships makes me really

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Speaker 5: good at understanding how talent are used to accelerate a brand,

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Speaker 5: and so what I bring is an intrinsic knowledge of

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Speaker 5: that space, right, And it's not so easy because otherwise

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Speaker 5: every famous person we know would have a big brand

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Speaker 5: that does hundreds of millions of dollars, and they don't.

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Speaker 4: So there's more to it, right.

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Speaker 5: You really have to be a somebody that understands product,

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Speaker 5: that understands the customer, that understands how to.

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Speaker 4: Run a business. And that's what I bring to those partnerships.

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Speaker 6: And skims is redefined shapewre Like, what was the biggest

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Speaker 6: risk you took early on.

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Speaker 1: That paid off? You know?

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Speaker 5: I think that Kim had a very clear idea of

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Speaker 5: what she wanted to do and a very differentiated idea,

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Speaker 5: and I think that that's what it's all about in

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Speaker 5: business anytime, right, you have to have something that is

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Speaker 5: unique and a unique point of difference to whatever's out there.

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Speaker 5: And when I think about anything that we've done, whether

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Speaker 5: you're talking about size inclusivity, or whether we're talking about

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Speaker 5: the range from like a kind of you know, nude

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Speaker 5: color range, like, we're always trying to do something that

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Speaker 5: doesn't exist in the market. And I think when you're

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Speaker 5: solving problems, when you're creating solutions for people, that's when

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Speaker 5: you know, you get that kind of breakthrough. That's when

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Speaker 5: you get something that customers really go, oh, like, I

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Speaker 5: need that.

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Speaker 4: I have that problem and you guys are solving for it.

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Speaker 2: When do you realize when it's time to sell a company?

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Speaker 2: When do you say, Okay, this is when we have

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Speaker 2: to exit, you.

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Speaker 5: Know, I think that that is different for every company.

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Speaker 5: And I've been in agency businesses and I've been in

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Speaker 5: brand businesses. I think that what is often true is

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Speaker 5: like your first off, your first offer is often your

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Speaker 5: best offer, and you shouldn't always think that there's something

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Speaker 5: amazing coming around the corner. You have to sell things

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Speaker 5: when they're on the up because it peaks right. And

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Speaker 5: then you've only got the downside to sell. And so

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Speaker 5: when you've got that momentum, when you've got the forward towing,

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Speaker 5: when you're in growth mode, as they say, that's when

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Speaker 5: you need to think about selling or at least taking

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Speaker 5: some money off the table.

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Speaker 6: Do people in fashion really care about diversity or is

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Speaker 6: it just good pr until like the next next?

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Speaker 5: I mean, you could ask yourself, does anyone really care

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Speaker 5: about diversity? I don't think it's just about fashion. I

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Speaker 5: think there's definitely a certain amount of you know, performative

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Speaker 5: action out there right for marketing purposes. And actually Good

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Speaker 5: American and the reason I started that company was a

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Speaker 5: reaction to that because I worked in the fashion business

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Speaker 5: and I saw all these companies doing perform you know,

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Speaker 5: like hiring one black girl in the campaign, and yet

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Speaker 5: no one in that entire company was black. And I

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Speaker 5: saw people like performatively putting a plus sized person in

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Speaker 5: a campaign where they didn't even make the clothes for

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Speaker 5: that person. The girls like clothes would be cut up

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Speaker 5: the back because she couldn't even fit in the jeens.

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Speaker 5: And so when we started Good American, the idea about

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Speaker 5: it was to say, Okay, let's make a company that

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Speaker 5: actually has these values where the office and the people

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Speaker 5: that run the business and the people that make the

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Speaker 5: decisions and the people in the c suite are actually

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Speaker 5: a reflection of the customer base. And I think that's

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Speaker 5: what made Good Americans so successful, that it was actually

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Speaker 5: walking the walk and not just talk in the talk.

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Speaker 5: If you were a Side twenty and you needed a

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Speaker 5: pair of jeans, you have a tiny waist and a

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Speaker 5: big bar, like you came to Good American and you

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Speaker 5: could feel the difference in that product and people knew

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Speaker 5: we were for real.

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Speaker 1: Will It's like you said that, a tiny ways and

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Speaker 1: a big bar.

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Speaker 4: Yeah, that's what we were working with.

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Speaker 3: Something I was gonna say, Now, you're also on Shark Tank.

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Speaker 4: I am, yes, absolutely.

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Speaker 2: What do you look for when somebody is on Shark

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Speaker 2: Tank and they're pitching something to you?

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Speaker 4: You know, for me, it's always about the founder.

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Speaker 5: It's always I you know, even when I think about

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Speaker 5: hiring and investing, I'm like attitude over experience, because that's

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Speaker 5: my experience about I'm not someone who comes from a

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Speaker 5: place where you'd be like, I'm going to bet on her,

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Speaker 5: and so I really want that person that is so

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Speaker 5: passionate about their ideas, so crazy about it. They know

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Speaker 5: everything about the competition, they know everything about what they're doing,

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Speaker 5: and they are deep and they are into it. So

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Speaker 5: I'm going for someone who like feels it intrinsically.

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Speaker 2: I was going to ask, so, what was your more

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Speaker 2: successful investment on shark TINGK?

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Speaker 4: Do you know? Is this incredible?

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Speaker 5: It's so funny that you are to because when I

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Speaker 5: got onto that show, you know, you do a few investments.

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Speaker 5: And I remember saying to Mark one day when I

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Speaker 5: haven't made any money out of any of this stuff,

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Speaker 5: and he said, you know what, Emma, There'll be one

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Speaker 5: and one of them will make you a bunch of money.

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Speaker 4: And for me, that was Cake's body.

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Speaker 5: These incredible two women that make like a silicone nipple cover.

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Speaker 5: And of course the minute I saw them, I was like,

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Speaker 5: I know that business. I understand this space, like I

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Speaker 5: know I need that in my ket in my wardrobe.

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Speaker 5: And they were doing just under a million dollars when

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Speaker 5: I met them, and a year later, one hundred and

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Speaker 5: twenty million dollars Killed Cured and just so you know,

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Speaker 5: just a couple of like regular girls that left their

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Speaker 5: jobs and decided I'm going to do something for myself.

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Speaker 6: You have such a very confident demeanor. What got you

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Speaker 6: to that place? Did you always have that level of security?

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Speaker 5: You know, I was raised by a single mum on

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Speaker 5: one of four girls, and I think that my mom

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Speaker 5: did an amazing job of instilling.

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Speaker 4: That confidence in us.

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Speaker 5: You know, she taught me like, Emmy, you're not better

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Speaker 5: than any one else, but nor is anyone better than you.

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Speaker 4: And I really grew up believing that.

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Speaker 5: I really felt like, if I work hard enough, anything

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Speaker 5: is possible. And in East London, I was surrounded by

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Speaker 5: people that were really hustlers, but they were trying their hardest.

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Speaker 5: They were doing whatever they could to make a buck.

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Speaker 5: And that's just in my spirit.

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Speaker 4: You know. For me, I'm a tryer.

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Speaker 5: I'm going to keep doing, I'm going to keep learning,

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Speaker 5: and so much of what this podcast is about, you know,

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Speaker 5: I think of myself as a lifelong learner.

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Speaker 4: I'm always in learning mode, right. It's like the more

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Speaker 4: you learn, the more you earn.

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Speaker 5: And I really really feel like if you can help

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Speaker 5: people broaden their horizons, if you can bring new ideas

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Speaker 5: to people, there's nothing more valuable than that. And so

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Speaker 5: I feel like in my life that's just who I

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Speaker 5: am me?

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Speaker 1: I got four girls? What are you for?

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Speaker 4: I'm number one?

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Speaker 5: Ye, number one, As I like to say, my sisters

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Speaker 5: will be like she hah, number one. But yeah, I'm

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Speaker 5: the eldest of four girls.

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Speaker 1: Work what you are?

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Speaker 4: No, thank god, they don't work with me.

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Speaker 1: Do you know what?

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Speaker 5: I'm not about that missing? I already work in my

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Speaker 5: that's enough. That that's enough. No. My sisters, two of

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Speaker 5: them live in England, one lives in Los Angeles. We're

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Speaker 5: very very close, talk every day on the like sister chat.

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Speaker 4: No, I don't want to work with them. I don't

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Speaker 4: want to work with them.

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Speaker 6: How often, because you know, you're in these billion dollar rooms,

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Speaker 6: right as a woman of color.

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Speaker 4: My dad's black moms, a mixed race, got you.

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Speaker 1: How often you still feel underestimated every day?

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Speaker 5: I mean because I am underestimated every day, right, I think? Well,

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Speaker 5: I mean, listen, now it's a little bit different. Now

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Speaker 5: I can walk into any room and people will bet

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Speaker 5: on me, and people would want to invest in me.

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Speaker 5: But I do think that you still, you know, I

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Speaker 5: still think you're proving I'm proving myself every day. I

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Speaker 5: never take anything for granted. Right, You're only as good

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Speaker 5: as the last thing you did. And I'm constantly pushing

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Speaker 5: myself into spaces. It's like I might be sitting here

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Speaker 5: with you know, a bunch of great companies behind me,

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Speaker 5: but I don't know. I'm not a good podcaster, you know, I'm.

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Speaker 4: Just getting started.

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Speaker 5: And so I don't take anything for granted. And that's

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Speaker 5: why I always think that, you know, you've got to

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Speaker 5: be humble. You've got to go into something with the

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Speaker 5: spirit of, you know, trying your hardest and trying to

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Speaker 5: be good.

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Speaker 4: And I never let that leave me.

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Speaker 5: I don't walk into anything expecting anything.

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Speaker 4: I think you got to work for it every day.

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Speaker 3: Is that why you want to do the podcast? Because

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Speaker 3: you want to help people?

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Speaker 2: Because you've got so many different jobs and you have girls,

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Speaker 2: you have kids, you have a husband, you have a

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Speaker 2: lot of ish going on.

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Speaker 4: I have a lot of ish going on.

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Speaker 5: No, you know, it really is because I think at

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Speaker 5: a certain point, right you get to a place where

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Speaker 5: you are financially comfortable. And also I proved to myself

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Speaker 5: all the things I wanted to prove to myself, and

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Speaker 5: now I think that the sign, you know, of success

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Speaker 5: for me is how many people can come along like

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Speaker 5: that are like me, that can come along and you

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Speaker 5: can open the door for and that could actually have

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Speaker 5: this sense of changing their life and building the life

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Speaker 5: of their dreams because of something that I did. And

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Speaker 5: I know that, you know, people are looking to me,

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Speaker 5: and I feel like it's honestly a responsibility and I

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Speaker 5: don't want that to sound you know, trite or like

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Speaker 5: something that feels disingenuous. Is I feel very very responsible

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Speaker 5: for all the women that get in touch with me

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Speaker 5: all the time because there is so much there are

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Speaker 5: so many barriers, and there's so much out there that

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Speaker 5: tells you that it's an impossibility, that there's not room

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Speaker 5: for people, that.

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Speaker 4: Your opinion doesn't matter.

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Speaker 5: And I really think that leaning into my difference is

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Speaker 5: really knowing and understanding where I come from and what

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Speaker 5: is different and important about that. That's what's actually given

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Speaker 5: me like space in these rooms. That's why people look

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Speaker 5: to me and say, what is.

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Speaker 4: Your opinion about this?

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Speaker 5: Because of where I've come from, And so I actually

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Speaker 5: think it's a superpower.

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Speaker 2: What would you tell somebody that it's an entrepreneur, maybe

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Speaker 2: a woman and trying to get into the space has

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Speaker 2: an idea, but it just hasn't taken off as of yet,

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Speaker 2: they can't get on shot tank and they just want

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Speaker 2: some type of advice to say, how.

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Speaker 3: Would you do it, how would you approach it? What

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Speaker 3: would you tell that person?

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Speaker 5: Well, listen, the first thing is to start, because what

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Speaker 5: you'll find is a lot of people talk about a

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Speaker 5: lot of stuff and they haven't actually done it. And

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Speaker 5: there's this idea that there's some perfect time, perfect set

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Speaker 5: of circumstances.

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Speaker 4: It's never perfect. And also this idea.

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Speaker 5: We're in this culture right now where everyone thinks they

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Speaker 5: have to raise a load of money, Like, don't don't

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Speaker 5: raise any money, just do something, get out of the gate.

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Speaker 5: We live in a world where social media and shopify

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Speaker 5: has enabled us to start things very cheaply, and you

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Speaker 5: can start small. Not everything needs to be a billion

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Speaker 5: dollar business. Maybe you're trying to transform your circumstances and

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Speaker 5: leave your corporate job, and actually a little bit of money,

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Speaker 5: a little bit of revenue, will be transformative for you.

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Speaker 5: So I would say, don't benchmark and measure yourself by

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Speaker 5: some standard that actually isn't part of your existence. It's like,

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Speaker 5: do something, get out of the gate, start it, and

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Speaker 5: then you test and you learn into it. Because nothing

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Speaker 5: works immediately. If I think about the business that I

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Speaker 5: started with Good American three skws of skinny denim and

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Speaker 5: what it is today, the two things don't even look

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Speaker 5: the same. They don't look the same. We change the size,

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Speaker 5: but we changed everything. The only thing you can't change

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Speaker 5: in business is the reason that you started, right It's

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Speaker 5: like the very essence of what you do and your

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Speaker 5: purpose has to remain the same.

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Speaker 4: You iterate everything.

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Speaker 5: Else transform on the way up. And so I think

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Speaker 5: that that's a really important thing. It's like you just

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Speaker 5: have to get out of the gate and start.

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Speaker 6: I agree with you, you know, I think comparison to the deferioid, yes,

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Speaker 6: it is.

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Speaker 1: So people will.

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Speaker 6: Start something, but then they'll be looking at you, but

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Speaker 6: they don't realize all the time you've already put in

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Speaker 6: all the experience you've got that.

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Speaker 1: Got you to this point.

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Speaker 6: But they feel like if they're not doing what Emma's

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Speaker 6: doing right now, they're not successful totally.

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Speaker 5: And I think that that is just again, it's so

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Speaker 5: much about the culture that we sit in right now.

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Speaker 4: It gives you this idea that you know, there's.

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Speaker 5: Such a thing as overnight success, and I don't know

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Speaker 5: any overnight successes. You know, again, I have been working

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Speaker 5: since I was twelve, and all of those experiences, you know,

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Speaker 5: are so formative and they're so in me. And it's

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Speaker 5: like every single thing that you get leverage right. And

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Speaker 5: when I talk about leverage, I don't just mean taking

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Speaker 5: something that you've been given.

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Speaker 4: It's like, what do you have?

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Speaker 5: Well, I have my reputation, right, and that reputation for

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Speaker 5: delivering great business when I was in the AI agency

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Speaker 5: business allowed me to go and raise money. I didn't

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Speaker 5: know what private equity was. I would never have known

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Speaker 5: how to go and raise funds. I went to a

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Speaker 5: client that I'd consistently delivered good business for in my agency,

441
00:18:11,359 --> 00:18:13,359
Speaker 5: and I said, Hey, do you want to invest three

442
00:18:13,400 --> 00:18:14,639
Speaker 5: million dollars in my business?

443
00:18:14,680 --> 00:18:16,320
Speaker 4: And he was like, no, girl, I'll give you.

444
00:18:16,560 --> 00:18:18,919
Speaker 5: I'll give you less than that, but I'll invest in you.

445
00:18:19,960 --> 00:18:22,160
Speaker 5: And so sorry, I've been doing a lot of talking

446
00:18:22,240 --> 00:18:25,040
Speaker 5: this week. I'm like very hoarse, But you know, I

447
00:18:25,080 --> 00:18:26,960
Speaker 5: think that that is the thing. You know, You've got

448
00:18:27,000 --> 00:18:29,000
Speaker 5: to be creative and you've got to work with what

449
00:18:29,040 --> 00:18:31,520
Speaker 5: you've got. And I think so often we focus on

450
00:18:31,760 --> 00:18:34,040
Speaker 5: what we don't have and where our lack is and

451
00:18:34,080 --> 00:18:37,200
Speaker 5: actually there is just that that is not worth your energy.

452
00:18:37,400 --> 00:18:39,439
Speaker 5: You've got to figure out like where are you, what

453
00:18:39,560 --> 00:18:41,000
Speaker 5: do you have and how do you leverage?

454
00:18:41,040 --> 00:18:43,920
Speaker 1: From that point, he says, you work with your husband.

455
00:18:44,119 --> 00:18:45,280
Speaker 4: How is that?

456
00:18:45,680 --> 00:18:49,040
Speaker 7: Because when it's so personally that's your husband, that's my husband,

457
00:18:49,440 --> 00:18:50,320
Speaker 7: that's what you wake up with?

458
00:18:51,040 --> 00:18:53,400
Speaker 4: What like, how is that? How are you guys able

459
00:18:53,480 --> 00:18:55,040
Speaker 4: to separate? Well, we're not.

460
00:18:55,640 --> 00:18:57,880
Speaker 5: Let me be honest with that, there's very little separation.

461
00:18:58,280 --> 00:19:01,719
Speaker 5: The truth is that my huse spend was actually like

462
00:19:02,119 --> 00:19:04,639
Speaker 5: one of my first investors. So I worked in a

463
00:19:04,680 --> 00:19:07,160
Speaker 5: company where I set up a joint venture with them,

464
00:19:07,200 --> 00:19:10,600
Speaker 5: and eventually years later and down the line, I ended

465
00:19:10,680 --> 00:19:12,160
Speaker 5: up marrying one of those guys.

466
00:19:12,320 --> 00:19:19,080
Speaker 4: It's a great jobs. I have returned that investment.

467
00:19:21,440 --> 00:19:23,239
Speaker 5: But I think the what's important about that is that

468
00:19:23,280 --> 00:19:26,639
Speaker 5: we had a professional relationship before we ever had our

469
00:19:26,720 --> 00:19:30,639
Speaker 5: personal relationship. And my husband's Swedish, and in Swedish culture

470
00:19:30,720 --> 00:19:34,280
Speaker 5: is a very matriarchal culture. They really have so much

471
00:19:34,359 --> 00:19:37,960
Speaker 5: respect for women, but they also really meet women halfway,

472
00:19:38,040 --> 00:19:40,399
Speaker 5: like even to the point like in Sweden, when you

473
00:19:40,440 --> 00:19:43,040
Speaker 5: take maternity leave, it's given to the couple, so if

474
00:19:43,040 --> 00:19:44,560
Speaker 5: the woman wants to you know, you get a year,

475
00:19:44,680 --> 00:19:46,280
Speaker 5: and if the woman wants to take six months and

476
00:19:46,359 --> 00:19:48,240
Speaker 5: the husband takes six months, that's how you do it.

477
00:19:48,240 --> 00:19:50,960
Speaker 5: But it's very usual in society that that happens. But

478
00:19:51,000 --> 00:19:53,919
Speaker 5: what it means is that I've got someone who meets me.

479
00:19:54,240 --> 00:19:57,520
Speaker 5: You know, he respects my ambition, and he respects the

480
00:19:57,520 --> 00:19:58,560
Speaker 5: fact that we have four kids.

481
00:19:58,600 --> 00:20:01,440
Speaker 4: We have four kids together, and we do that together.

482
00:20:01,720 --> 00:20:03,879
Speaker 5: So there's no expectation that I'm going to take some

483
00:20:04,040 --> 00:20:06,960
Speaker 5: leading role, and nor do I quite honestly.

484
00:20:07,200 --> 00:20:07,440
Speaker 1: You.

485
00:20:09,080 --> 00:20:10,560
Speaker 6: I just forget what I'm gonna ask you. Oh, no,

486
00:20:10,640 --> 00:20:12,080
Speaker 6: where did you learn financial literacy?

487
00:20:12,840 --> 00:20:14,600
Speaker 4: You know, that's a really good question.

488
00:20:14,840 --> 00:20:19,040
Speaker 5: I think when you come from scarcity, you have a

489
00:20:19,080 --> 00:20:21,760
Speaker 5: really good appreciation for money. Because we didn't have any,

490
00:20:22,040 --> 00:20:24,400
Speaker 5: and so I knew the price of everything, right, because

491
00:20:24,400 --> 00:20:25,919
Speaker 5: it's like I knew what we didn't have. And my

492
00:20:26,040 --> 00:20:28,399
Speaker 5: mum would budget, Like she'd sit at the table and

493
00:20:28,400 --> 00:20:30,080
Speaker 5: she'd be like, this is what we are for groceries.

494
00:20:30,160 --> 00:20:31,600
Speaker 4: This is what we've got to keep the lights on.

495
00:20:32,800 --> 00:20:34,280
Speaker 4: So I knew what money was.

496
00:20:34,320 --> 00:20:35,640
Speaker 5: And I used to see her back in those days,

497
00:20:35,640 --> 00:20:37,600
Speaker 5: you know, you'd write checks, and so i'd see her

498
00:20:37,600 --> 00:20:39,480
Speaker 5: do the check book and I'd be on the calculator

499
00:20:39,520 --> 00:20:41,760
Speaker 5: and so money was just like a thing that I

500
00:20:41,880 --> 00:20:44,800
Speaker 5: understood at a very young age. And also it was

501
00:20:44,840 --> 00:20:46,919
Speaker 5: cash then, right, so you'd like count the cash, and

502
00:20:46,920 --> 00:20:50,359
Speaker 5: that gave me a relationship with it. I'm dyslexic, and

503
00:20:50,400 --> 00:20:52,320
Speaker 5: so I had a very hard time when I started

504
00:20:52,320 --> 00:20:55,639
Speaker 5: my business understanding how the money would link together, like

505
00:20:55,720 --> 00:20:57,720
Speaker 5: between the margins and the profit and the E but

506
00:20:57,880 --> 00:20:59,879
Speaker 5: I would be to me, it was like scrambled eggs.

507
00:21:00,040 --> 00:21:01,959
Speaker 5: And then again when I got into e comm, everything

508
00:21:02,040 --> 00:21:04,119
Speaker 5: is acronyms. You know, you're talking about AOV and the

509
00:21:04,200 --> 00:21:05,880
Speaker 5: UPT and the LOV and I would.

510
00:21:05,720 --> 00:21:07,879
Speaker 4: Be like, I don't get this.

511
00:21:08,520 --> 00:21:10,640
Speaker 5: But I think the thing for me is that I'm

512
00:21:10,720 --> 00:21:13,080
Speaker 5: naturally curious, and so I would just ask a lot

513
00:21:13,119 --> 00:21:17,239
Speaker 5: of questions. And I learned by just asking, like just

514
00:21:17,320 --> 00:21:19,240
Speaker 5: that I'm never scared to be the dumbest person in

515
00:21:19,240 --> 00:21:20,800
Speaker 5: the room. I'm like, what does that mean? How does

516
00:21:20,840 --> 00:21:23,439
Speaker 5: that work? How does that go together? And so I

517
00:21:23,680 --> 00:21:25,600
Speaker 5: just like learned on the fly. And I think that

518
00:21:25,760 --> 00:21:29,199
Speaker 5: being naturally cautious about money meant that even when I

519
00:21:29,240 --> 00:21:31,920
Speaker 5: got investors, I spent their money like it was my own,

520
00:21:32,040 --> 00:21:35,119
Speaker 5: meaning that I'm frugal, like I am tight. I'm just

521
00:21:35,160 --> 00:21:37,200
Speaker 5: holding all the money all the time, and I never

522
00:21:37,480 --> 00:21:39,800
Speaker 5: like flashy with the cash. Even now when I am

523
00:21:39,800 --> 00:21:41,359
Speaker 5: a bit flashy with the cash. It's like, I know

524
00:21:41,480 --> 00:21:43,800
Speaker 5: the cost of everything. No one can buy anything in

525
00:21:43,840 --> 00:21:45,800
Speaker 5: my house and me not be like what was that,

526
00:21:45,840 --> 00:21:47,560
Speaker 5: you know, because there's a special price for everything in

527
00:21:47,600 --> 00:21:47,960
Speaker 5: bel Air.

528
00:21:48,119 --> 00:21:48,920
Speaker 4: My toilet breaks.

529
00:21:48,920 --> 00:21:50,760
Speaker 5: They're like, oh, hi, you know, it's the bell Air

530
00:21:50,760 --> 00:21:52,840
Speaker 5: price and I'm like, no, this is what we're paying,

531
00:21:53,119 --> 00:21:53,280
Speaker 5: you know.

532
00:21:53,320 --> 00:21:55,399
Speaker 4: So I'm like very aware of everything.

533
00:21:56,080 --> 00:21:59,440
Speaker 1: How much power do you have in these partnerships, Well, you.

534
00:21:59,359 --> 00:22:01,520
Speaker 4: Know, I don't really think about it in terms of power.

535
00:22:01,560 --> 00:22:04,840
Speaker 5: We're partners and we do different things, and so I have,

536
00:22:05,080 --> 00:22:07,159
Speaker 5: you know, a good American and I'm the CEO, and

537
00:22:07,200 --> 00:22:09,320
Speaker 5: so I make all the decisions as the CEO would

538
00:22:09,320 --> 00:22:12,240
Speaker 5: in any company. In Skims, it's very very different, and

539
00:22:12,320 --> 00:22:14,880
Speaker 5: Kim plays a very very hands on role. My role

540
00:22:15,000 --> 00:22:19,640
Speaker 5: is across everything product related, so design, merchandising, production planning.

541
00:22:19,800 --> 00:22:21,359
Speaker 5: That's a part of the company I run. And I

542
00:22:21,400 --> 00:22:25,960
Speaker 5: see my role as really like making Kim's vision come true.

543
00:22:26,000 --> 00:22:28,080
Speaker 4: She's like, this is really what I want to see.

544
00:22:28,080 --> 00:22:29,320
Speaker 5: I want to make a nipple bram No, I'm going

545
00:22:29,400 --> 00:22:30,960
Speaker 5: to make the best nipple bra with the best margin,

546
00:22:30,960 --> 00:22:32,680
Speaker 5: and we're going to make hundreds of thousands of them.

547
00:22:32,760 --> 00:22:33,679
Speaker 4: So that is what I do.

548
00:22:34,720 --> 00:22:39,879
Speaker 6: What's harder convincing investors to back inclusive brands are convincing consumers.

549
00:22:39,920 --> 00:22:42,879
Speaker 1: It's not just a gimmick, you know.

550
00:22:43,160 --> 00:22:46,679
Speaker 5: I never think about it as I never think about

551
00:22:46,720 --> 00:22:50,359
Speaker 5: inclusivity as what the brand is about, right because I

552
00:22:50,400 --> 00:22:52,160
Speaker 5: think about at the end of the day, what you're

553
00:22:52,200 --> 00:22:56,359
Speaker 5: selling to customers is like the overarching dream of what

554
00:22:56,480 --> 00:22:59,320
Speaker 5: a brand is, and there's so much more to that.

555
00:22:59,359 --> 00:23:00,760
Speaker 4: Inclusivity is one.

556
00:23:00,560 --> 00:23:03,320
Speaker 5: Piece of what we do, providing a great product at

557
00:23:03,359 --> 00:23:05,840
Speaker 5: a great price and getting it to consumers really quickly,

558
00:23:05,960 --> 00:23:08,639
Speaker 5: Like that's what the brand is, and then there's all

559
00:23:08,680 --> 00:23:11,159
Speaker 5: of these different parts that are additive to it. So

560
00:23:11,200 --> 00:23:14,000
Speaker 5: I think that whenever you're pitching something, first of all,

561
00:23:14,000 --> 00:23:15,800
Speaker 5: you've got to know your audience, but you've got to

562
00:23:15,840 --> 00:23:20,120
Speaker 5: understand what the true mechanics are of anything and what

563
00:23:20,160 --> 00:23:22,479
Speaker 5: the important parts of anything are.

564
00:23:22,520 --> 00:23:24,359
Speaker 4: And inclusivity is one of.

565
00:23:24,400 --> 00:23:27,320
Speaker 5: Many, many things that we do, So I never think

566
00:23:27,359 --> 00:23:29,719
Speaker 5: about it as something that it's like like that is

567
00:23:29,760 --> 00:23:32,280
Speaker 5: the main selling point because nobody's like, at the end

568
00:23:32,320 --> 00:23:34,359
Speaker 5: of the day, no one's buying inclusivity. If you're a

569
00:23:34,400 --> 00:23:36,800
Speaker 5: size sixteen, you're here for the size sixteen. You ain't

570
00:23:36,800 --> 00:23:38,440
Speaker 5: here for the side twenty four and the size eight,

571
00:23:38,760 --> 00:23:42,000
Speaker 5: you know. So that's just what we do, like giving that.

572
00:23:42,119 --> 00:23:44,760
Speaker 5: The right thing to do is and the right business

573
00:23:44,800 --> 00:23:47,119
Speaker 5: decision to make is to serve as many customers as

574
00:23:47,160 --> 00:23:49,320
Speaker 5: you can. If I make nineteen sizes, I'm going to

575
00:23:49,320 --> 00:23:51,520
Speaker 5: do better the business than if I sell six much

576
00:23:51,520 --> 00:23:52,119
Speaker 5: just good business.

577
00:23:52,160 --> 00:23:53,720
Speaker 6: My wife loves Skims, you know what I mean. And

578
00:23:53,720 --> 00:23:55,480
Speaker 6: I remember asking her why and she just like, she

579
00:23:55,600 --> 00:23:56,600
Speaker 6: just likes the way it fits.

580
00:23:56,600 --> 00:23:59,080
Speaker 1: It fits as comfortable, simple as that fits.

581
00:23:59,119 --> 00:24:01,320
Speaker 6: But what would you say to the black women who

582
00:24:01,320 --> 00:24:03,919
Speaker 6: feel like Skims isn't made for them, even if it

583
00:24:04,000 --> 00:24:04,760
Speaker 6: looks like it.

584
00:24:04,640 --> 00:24:06,479
Speaker 4: Is it's made for them. Who are they?

585
00:24:06,840 --> 00:24:12,120
Speaker 5: What are their sizes? We have everything? I'm like, no, no,

586
00:24:12,400 --> 00:24:16,200
Speaker 5: it's made for everyone. We have the most unbelievable customer

587
00:24:16,240 --> 00:24:18,520
Speaker 5: base and you don't. You don't have that level of

588
00:24:18,560 --> 00:24:20,040
Speaker 5: sales if it's not for certain people.

589
00:24:21,600 --> 00:24:23,480
Speaker 2: Question which your podcasts you're gonna have guests on a

590
00:24:23,520 --> 00:24:25,479
Speaker 2: podcast and who's coming on a podcast.

591
00:24:25,560 --> 00:24:27,720
Speaker 5: We've got so many amazing guests on the podcast. So

592
00:24:27,760 --> 00:24:31,359
Speaker 5: we launched yesterday with Gwyneth Paltrow and Melody Hobson, and

593
00:24:31,400 --> 00:24:35,000
Speaker 5: Melody is my business idol. So I really wanted to

594
00:24:35,040 --> 00:24:36,760
Speaker 5: make sure that we could come out of the gate

595
00:24:36,800 --> 00:24:40,399
Speaker 5: with someone that I've learned from and also someone that

596
00:24:40,440 --> 00:24:42,880
Speaker 5: I believe is you know, Melody is a one of one.

597
00:24:43,240 --> 00:24:46,240
Speaker 5: She is not just one of the best black business

598
00:24:46,240 --> 00:24:48,359
Speaker 5: women in the country, she's just one of the best.

599
00:24:48,119 --> 00:24:49,440
Speaker 4: Business people in the country.

600
00:24:49,480 --> 00:24:53,000
Speaker 5: Former chair of Starbucks. I mean, she is just so incredible.

601
00:24:53,000 --> 00:24:53,680
Speaker 5: And she spent her.

602
00:24:53,680 --> 00:24:55,680
Speaker 4: Entire career at one place, thirty.

603
00:24:55,440 --> 00:24:57,639
Speaker 5: Years in one company, and I think that there's some

604
00:24:57,640 --> 00:24:59,679
Speaker 5: really amazing learnings for that. She went in as an

605
00:24:59,720 --> 00:25:02,480
Speaker 5: inter born on the South side of Chicago, you know,

606
00:25:02,920 --> 00:25:06,720
Speaker 5: one of five kids, five kids, she's one of five.

607
00:25:06,800 --> 00:25:08,800
Speaker 4: And she is just single mom.

608
00:25:08,840 --> 00:25:11,639
Speaker 5: Again, the most incredible woman went into this company as

609
00:25:11,640 --> 00:25:14,040
Speaker 5: an intern and now she owns a very very meaningful

610
00:25:14,080 --> 00:25:17,800
Speaker 5: part of a fourteen billion dollar, you know, private equity business.

611
00:25:17,840 --> 00:25:19,680
Speaker 5: And so I look at that and like my mind

612
00:25:19,760 --> 00:25:22,400
Speaker 5: is blown. And then again Gwyneth, I thought so interesting

613
00:25:22,440 --> 00:25:25,920
Speaker 5: because for so many women they're starting businesses from something

614
00:25:25,960 --> 00:25:27,000
Speaker 5: that they're passionate about.

615
00:25:27,200 --> 00:25:28,639
Speaker 4: And also they're trying to do a pivot.

616
00:25:28,920 --> 00:25:31,240
Speaker 5: And if you are, you know, working your corporate job

617
00:25:31,280 --> 00:25:34,200
Speaker 5: and you want to just change completely and do something different,

618
00:25:34,240 --> 00:25:36,520
Speaker 5: I thought she would be a really interesting benchmark to

619
00:25:36,520 --> 00:25:38,800
Speaker 5: look at. How do you just completely rip it up

620
00:25:38,840 --> 00:25:41,399
Speaker 5: and say I'm going to start something new. So I

621
00:25:41,480 --> 00:25:45,080
Speaker 5: was really I was really happy to have those first people.

622
00:25:45,080 --> 00:25:47,679
Speaker 5: But I also think that women have a lot to

623
00:25:47,800 --> 00:25:51,160
Speaker 5: learn from men right in business, and so I'm really

624
00:25:51,200 --> 00:25:53,680
Speaker 5: going to be focused on a lot of different men

625
00:25:53,760 --> 00:25:54,280
Speaker 5: coming through.

626
00:25:54,320 --> 00:25:55,840
Speaker 4: And so we have Michael.

627
00:25:55,560 --> 00:25:59,520
Speaker 5: Rubern, I've got Mark Cuban, I have the wonderful You,

628
00:26:00,000 --> 00:26:02,399
Speaker 5: and some find Charlote Maine's coming on and I'll be

629
00:26:02,600 --> 00:26:04,919
Speaker 5: so happy. So I've just got like a bunch of

630
00:26:04,960 --> 00:26:09,159
Speaker 5: really incredible guests, and it's really about people that I know,

631
00:26:09,440 --> 00:26:11,399
Speaker 5: I respect and those that I aspire to.

632
00:26:12,440 --> 00:26:14,080
Speaker 1: He has if you haven't guess because you can talk,

633
00:26:14,960 --> 00:26:16,879
Speaker 1: you're good talking. You're good talking.

634
00:26:17,320 --> 00:26:19,240
Speaker 4: One is hoping. Yeah.

635
00:26:19,280 --> 00:26:22,840
Speaker 6: How do you evaluate celebrity influence versus product quality when

636
00:26:22,840 --> 00:26:24,240
Speaker 6: you're trying to build brand trust?

637
00:26:25,040 --> 00:26:28,160
Speaker 5: How do I evaluate it? I mean, it's an interesting

638
00:26:28,240 --> 00:26:31,719
Speaker 5: question actually to me. I don't even think about listen.

639
00:26:32,480 --> 00:26:35,520
Speaker 5: Influence will only take you so far. Right, you can

640
00:26:35,640 --> 00:26:39,840
Speaker 5: drive a customer to product once, so I will could

641
00:26:39,960 --> 00:26:41,920
Speaker 5: love you, Charlemagne, and you could be trying to sell

642
00:26:41,960 --> 00:26:43,760
Speaker 5: me something, and because of the strength of how much

643
00:26:43,800 --> 00:26:45,399
Speaker 5: I love you, I'll go and buy your product.

644
00:26:45,440 --> 00:26:47,200
Speaker 4: If your product doesn't perform for me, I'm not buying

645
00:26:47,200 --> 00:26:47,560
Speaker 4: it again.

646
00:26:47,720 --> 00:26:50,000
Speaker 5: And the strength of a business is the strength of

647
00:26:50,359 --> 00:26:52,280
Speaker 5: the lifetime value of that customer.

648
00:26:52,320 --> 00:26:53,200
Speaker 4: How many times are.

649
00:26:53,080 --> 00:26:55,760
Speaker 5: They coming back to you over and over again, And

650
00:26:55,760 --> 00:26:58,440
Speaker 5: that's how you build affinity with customers. And so after

651
00:26:58,480 --> 00:27:00,560
Speaker 5: a while, the influence is useless if the product is

652
00:27:00,560 --> 00:27:00,920
Speaker 5: not good.

653
00:27:01,080 --> 00:27:02,720
Speaker 4: So the two only work.

654
00:27:02,600 --> 00:27:05,600
Speaker 5: In terms of the acceleration of the talent can only

655
00:27:05,600 --> 00:27:07,879
Speaker 5: work for the product if the product is good, because

656
00:27:07,880 --> 00:27:09,840
Speaker 5: customers are too smart, Like, no one's going to buy

657
00:27:09,920 --> 00:27:11,240
Speaker 5: things that are not good.

658
00:27:11,640 --> 00:27:14,480
Speaker 6: Absolutely, Well, what's your approach to like global expansion? Like

659
00:27:14,480 --> 00:27:17,240
Speaker 6: the skim's different in Paris than it would be in

660
00:27:17,320 --> 00:27:18,320
Speaker 6: like I think.

661
00:27:18,440 --> 00:27:20,320
Speaker 5: You know, that's one of the things that I learned

662
00:27:20,400 --> 00:27:24,240
Speaker 5: really early in my career when I when I had ITB,

663
00:27:24,320 --> 00:27:27,600
Speaker 5: which was my agency business, I was killing in London

664
00:27:27,840 --> 00:27:29,359
Speaker 5: and then I opened an office in New York and

665
00:27:29,400 --> 00:27:31,760
Speaker 5: it was amazing, and I was like, I'm going to LA,

666
00:27:31,840 --> 00:27:34,560
Speaker 5: the home of celebrities. And I failed miserably. And when

667
00:27:34,560 --> 00:27:36,879
Speaker 5: I tell you, I foiled miserably. I opened a big office,

668
00:27:37,119 --> 00:27:39,600
Speaker 5: like a gorgeous office, and I hired all these people

669
00:27:39,800 --> 00:27:41,640
Speaker 5: and had to shut it down less than a year later,

670
00:27:41,680 --> 00:27:44,919
Speaker 5: about ten months in, when I was devastated because I

671
00:27:44,960 --> 00:27:48,480
Speaker 5: had an ignorance for the localization of anything. And it

672
00:27:48,560 --> 00:27:51,440
Speaker 5: kind of comes back to this idea that success you

673
00:27:51,880 --> 00:27:55,440
Speaker 5: can't transfer success, and you know, more than anywhere.

674
00:27:55,440 --> 00:27:57,280
Speaker 4: I feel like La is one of these places.

675
00:27:57,400 --> 00:28:00,199
Speaker 5: It's built on such a community, right, It's like and

676
00:28:00,240 --> 00:28:02,280
Speaker 5: you are either in that and you understand it or

677
00:28:02,320 --> 00:28:04,280
Speaker 5: you don't. And I bought all of my kind of

678
00:28:04,560 --> 00:28:07,760
Speaker 5: like this ignorance of success into a place where they

679
00:28:07,760 --> 00:28:09,600
Speaker 5: were like no, no, no, honey, not here like this.

680
00:28:09,800 --> 00:28:10,680
Speaker 4: That's not going to wash.

681
00:28:10,880 --> 00:28:13,600
Speaker 5: I've since been successful in LA, but I really understood

682
00:28:13,760 --> 00:28:16,600
Speaker 5: the landscape of the place. And so to answer your question,

683
00:28:16,840 --> 00:28:18,959
Speaker 5: I think that you have to really think about localization

684
00:28:19,040 --> 00:28:21,520
Speaker 5: in certain markets. That there's no such thing as Europe, right.

685
00:28:21,560 --> 00:28:24,240
Speaker 5: Europe is a is a bunch of different territories, and

686
00:28:24,280 --> 00:28:26,400
Speaker 5: what works in Germany does not work in France, which

687
00:28:26,440 --> 00:28:29,160
Speaker 5: is not works in England. It's very different to if

688
00:28:29,200 --> 00:28:32,479
Speaker 5: you you know, the US, which is essentially one market

689
00:28:32,480 --> 00:28:33,200
Speaker 5: with a little.

690
00:28:32,960 --> 00:28:33,840
Speaker 4: Bit of localization.

691
00:28:33,960 --> 00:28:36,840
Speaker 5: So you really have to think globally about if your

692
00:28:36,880 --> 00:28:39,560
Speaker 5: product is going to resonate in that market and how

693
00:28:39,640 --> 00:28:43,120
Speaker 5: and where, and have specificity around how you come into

694
00:28:43,160 --> 00:28:43,720
Speaker 5: that market.

695
00:28:44,080 --> 00:28:46,320
Speaker 7: How long were you in La before you did become

696
00:28:46,360 --> 00:28:50,480
Speaker 7: successful because you you did say like you thought, you know,

697
00:28:50,520 --> 00:28:52,320
Speaker 7: with the ignorance of succession, that she was going to

698
00:28:52,360 --> 00:28:56,160
Speaker 7: go to this La Hollywood place in it pop overnight.

699
00:28:56,280 --> 00:28:57,120
Speaker 7: How long were you?

700
00:28:57,280 --> 00:28:59,400
Speaker 5: It took me about honestly, like I would say three

701
00:28:59,520 --> 00:29:01,760
Speaker 5: four years. And I was lucky because the business was

702
00:29:01,800 --> 00:29:04,560
Speaker 5: successful in other places. But I shut down the office,

703
00:29:04,600 --> 00:29:07,840
Speaker 5: I scaled it down, and then I essentially had to restart.

704
00:29:08,120 --> 00:29:10,760
Speaker 5: And it was really like a bash on my ego,

705
00:29:10,960 --> 00:29:13,640
Speaker 5: you know, because I was flying high with this agency girl.

706
00:29:13,680 --> 00:29:15,160
Speaker 5: I had a bunch of stuff and I was like,

707
00:29:15,280 --> 00:29:17,600
Speaker 5: nothing can touch me. And it was really like eating

708
00:29:17,720 --> 00:29:20,280
Speaker 5: humble pie. And again, all of that is fine so

709
00:29:20,320 --> 00:29:23,000
Speaker 5: long as you take the lessons, you know, And I'm

710
00:29:23,040 --> 00:29:26,040
Speaker 5: not too proud to say I failed and I knew

711
00:29:26,040 --> 00:29:27,760
Speaker 5: it at the time, and I was like, Okay, well,

712
00:29:27,800 --> 00:29:29,800
Speaker 5: why what did I do wrong? And so I just

713
00:29:29,840 --> 00:29:32,680
Speaker 5: scaled it back. I changed a few of the people around.

714
00:29:32,720 --> 00:29:35,040
Speaker 5: And again that's really difficult because for me, I was

715
00:29:35,080 --> 00:29:37,920
Speaker 5: often bringing you know, people that I loved, people that

716
00:29:37,920 --> 00:29:40,000
Speaker 5: were successful with me in a business. And there's nothing

717
00:29:40,040 --> 00:29:42,800
Speaker 5: worse than having to fire people. But you know, it's like,

718
00:29:43,040 --> 00:29:45,160
Speaker 5: you can't be a people pleaser and a leader at

719
00:29:45,160 --> 00:29:47,040
Speaker 5: the same time. You have to make you know, I

720
00:29:47,040 --> 00:29:49,360
Speaker 5: always talk about this idea of killing your darlings. You

721
00:29:49,360 --> 00:29:52,240
Speaker 5: have to like make choices, make tough decisions, and you

722
00:29:52,320 --> 00:29:54,840
Speaker 5: have to have an enterprise mentality. And so for me,

723
00:29:54,880 --> 00:29:56,840
Speaker 5: it's about doing the best thing for the business, and

724
00:29:56,880 --> 00:29:59,000
Speaker 5: at that point, it was about scaling it back and

725
00:29:59,040 --> 00:30:02,400
Speaker 5: starting again and doing something with a lot more understanding

726
00:30:02,480 --> 00:30:04,920
Speaker 5: of where I was and of respect for the place

727
00:30:04,920 --> 00:30:05,480
Speaker 5: that I was in.

728
00:30:06,040 --> 00:30:08,240
Speaker 1: I want to ask you some skims again. I remember

729
00:30:08,440 --> 00:30:14,680
Speaker 1: there's a complete love skims. Were wife looking at Okay?

730
00:30:14,720 --> 00:30:16,040
Speaker 4: But are you wearing skims?

731
00:30:16,520 --> 00:30:23,080
Speaker 8: You know we have men throw away like yes, come on,

732
00:30:23,080 --> 00:30:27,800
Speaker 8: once again, we have some of it dumb discriminating.

733
00:30:29,360 --> 00:30:31,760
Speaker 5: I'll get you some products, okay, Okay, can you get

734
00:30:31,760 --> 00:30:33,520
Speaker 5: into the products place for this afternoon.

735
00:30:34,440 --> 00:30:35,720
Speaker 4: Absolutely I will deliver.

736
00:30:36,000 --> 00:30:39,080
Speaker 6: But I remember them saying Kanye was a ghost creative director.

737
00:30:40,040 --> 00:30:42,040
Speaker 4: O Lord, you're not going to You're not going to

738
00:30:42,120 --> 00:30:43,560
Speaker 4: do that to me today, are you.

739
00:30:44,480 --> 00:30:45,400
Speaker 1: I just remember seeing it.

740
00:30:45,880 --> 00:30:49,640
Speaker 5: When I come here with my energy and my voice

741
00:30:49,680 --> 00:30:51,240
Speaker 5: and all my things, I'm here to talk about me.

742
00:30:51,320 --> 00:30:52,320
Speaker 4: Don't do that to me now.

743
00:30:52,840 --> 00:30:56,240
Speaker 3: Okay, what are you at getting the skims down?

744
00:31:00,360 --> 00:31:03,239
Speaker 6: She handled it the way you should handle it. When

745
00:31:03,280 --> 00:31:05,840
Speaker 6: you don't want to answer a question, just don't answer it.

746
00:31:06,120 --> 00:31:07,000
Speaker 1: There's nothing wrong with it.

747
00:31:07,160 --> 00:31:07,640
Speaker 7: I love it.

748
00:31:08,000 --> 00:31:10,000
Speaker 1: What do you want your legacy to be? Business?

749
00:31:10,040 --> 00:31:13,440
Speaker 6: Morgal, culture, shifter, investor are just something else entirely.

750
00:31:14,040 --> 00:31:17,320
Speaker 5: You know, I'd really love my legacy to be I

751
00:31:17,320 --> 00:31:21,640
Speaker 5: would love to think about, like here's a girl to

752
00:31:21,800 --> 00:31:24,720
Speaker 5: help ten million women get to where they could be,

753
00:31:25,240 --> 00:31:26,400
Speaker 5: Like I would love that.

754
00:31:26,480 --> 00:31:30,160
Speaker 4: You know. It's like I really think about myself. You know.

755
00:31:30,200 --> 00:31:32,040
Speaker 4: It's like I'm kind of done for me.

756
00:31:32,160 --> 00:31:32,360
Speaker 1: You know.

757
00:31:32,400 --> 00:31:35,440
Speaker 5: It's like I've got to a place where I'm so

758
00:31:35,560 --> 00:31:39,360
Speaker 5: happy and I'm so content, and of course I'm very

759
00:31:39,360 --> 00:31:41,720
Speaker 5: ambitious still for myself. That's not to say like I'm

760
00:31:41,760 --> 00:31:44,720
Speaker 5: in retirement or anything, but I do really like, look

761
00:31:44,760 --> 00:31:47,040
Speaker 5: at my success now and think, my goodness, wouldn't it

762
00:31:47,040 --> 00:31:50,640
Speaker 5: be amazing if like a million other little Emmas appeared,

763
00:31:51,040 --> 00:31:53,560
Speaker 5: you know, a million other girls that like left school

764
00:31:53,600 --> 00:31:56,440
Speaker 5: when they were fifteen really without a lot of hope,

765
00:31:56,760 --> 00:32:00,240
Speaker 5: became super successful because of something I said, I did,

766
00:32:00,360 --> 00:32:03,240
Speaker 5: I enabled, And so that's what I'm thinking about right now,

767
00:32:03,360 --> 00:32:05,360
Speaker 5: and I think it's possible for me to do that.

768
00:32:06,200 --> 00:32:09,960
Speaker 6: The DEI initiatives are being rolled back in government and corporations.

769
00:32:09,960 --> 00:32:12,240
Speaker 6: Have those pressures changed how you approach the AI for your.

770
00:32:12,160 --> 00:32:16,000
Speaker 5: Business Absolutely not, in fact never, And I really lean

771
00:32:16,160 --> 00:32:19,800
Speaker 5: into that because I know that honestly. It's it's the

772
00:32:20,040 --> 00:32:23,000
Speaker 5: diversity in my business is a superpower. It's been a

773
00:32:23,040 --> 00:32:26,800
Speaker 5: superpower for me. And you know, you guys probably know.

774
00:32:26,840 --> 00:32:29,680
Speaker 5: I'm the chairwoman of the fifteen Percent Pledge and we

775
00:32:29,720 --> 00:32:33,520
Speaker 5: work with brands all over this country to essentially advocate

776
00:32:33,560 --> 00:32:35,840
Speaker 5: for them to take fifteen percent of their annual spend

777
00:32:36,120 --> 00:32:39,400
Speaker 5: and give that to black owned businesses. And so we've

778
00:32:39,400 --> 00:32:42,720
Speaker 5: put over fourteen billion dollars of opportunity into the hands

779
00:32:42,760 --> 00:32:45,480
Speaker 5: of black founders and entrepreneurs all over this country. And

780
00:32:45,520 --> 00:32:47,680
Speaker 5: when I look at those this is a business proposition.

781
00:32:47,920 --> 00:32:49,920
Speaker 5: Isn't a nice to have, This isn't a fun to do.

782
00:32:50,000 --> 00:32:52,440
Speaker 5: This isn't a tick on some charter somewhere. This is

783
00:32:52,480 --> 00:32:55,959
Speaker 5: about having more relevance with your customer base. And I

784
00:32:56,000 --> 00:32:58,960
Speaker 5: know that if you walk into Sophora now versus walking into.

785
00:32:58,840 --> 00:32:59,960
Speaker 4: Sepour or five years ago.

786
00:33:00,000 --> 00:33:02,400
Speaker 5: So it's not just better for black women or women

787
00:33:02,440 --> 00:33:04,240
Speaker 5: of color who can find a product. It's better for

788
00:33:04,280 --> 00:33:07,280
Speaker 5: everyone because everyone can go in there and buy those products.

789
00:33:07,400 --> 00:33:11,080
Speaker 5: Black businesses aren't just for black people, nor a Latino businesses,

790
00:33:11,120 --> 00:33:14,320
Speaker 5: Nora any businesses. So I actually think that when we

791
00:33:14,520 --> 00:33:16,560
Speaker 5: talk about some of this stuff, we lose sight of

792
00:33:16,560 --> 00:33:18,840
Speaker 5: what we're actually talking about. We're talking about more choice,

793
00:33:18,960 --> 00:33:21,080
Speaker 5: better for customers, and that's what women looks like.

794
00:33:21,360 --> 00:33:22,600
Speaker 4: So it's like we really shouldn't.

795
00:33:23,000 --> 00:33:25,520
Speaker 5: Like, I think it's so crazy that people would try

796
00:33:25,520 --> 00:33:27,520
Speaker 5: to think about these things. It's like nice to have.

797
00:33:27,920 --> 00:33:29,600
Speaker 5: It's like, do you want to make more money or not?

798
00:33:30,120 --> 00:33:31,880
Speaker 5: I make more sizes and more colors, I have more

799
00:33:31,920 --> 00:33:32,520
Speaker 5: customers that.

800
00:33:33,040 --> 00:33:35,320
Speaker 6: Behave expound on that, like do you ever get out

801
00:33:35,320 --> 00:33:38,880
Speaker 6: of explaining whyde diversity market are we talking?

802
00:33:40,320 --> 00:33:43,280
Speaker 4: It's pretty simple, It's really simple stuff.

803
00:33:43,280 --> 00:33:45,600
Speaker 5: It's like, we're trying to be more dynamic, We're trying

804
00:33:45,640 --> 00:33:48,160
Speaker 5: to be more differentiated, We're trying to bring more people

805
00:33:48,200 --> 00:33:51,120
Speaker 5: through our doors. Who cares who? Here's who they are?

806
00:33:51,800 --> 00:33:54,360
Speaker 5: Right Like, I don't I don't understand.

807
00:33:54,080 --> 00:33:55,000
Speaker 1: Why limit yourself?

808
00:33:55,080 --> 00:33:55,560
Speaker 4: Why limit?

809
00:33:55,720 --> 00:33:57,560
Speaker 1: Why not? Why the customer.

810
00:33:57,160 --> 00:33:59,120
Speaker 4: Will be a hundred percent?

811
00:34:00,280 --> 00:34:01,240
Speaker 3: Or what I knew?

812
00:34:01,240 --> 00:34:07,440
Speaker 5: I made it moment, you know, I honestly think that

813
00:34:07,760 --> 00:34:10,000
Speaker 5: it's so funny because I think, you know, so many

814
00:34:10,040 --> 00:34:12,880
Speaker 5: people and quite rightly so are down on this country

815
00:34:12,960 --> 00:34:17,719
Speaker 5: right now, right we all feel the fatigue. And I

816
00:34:17,760 --> 00:34:20,680
Speaker 5: think that moving to America was a game changer for me.

817
00:34:20,920 --> 00:34:22,600
Speaker 5: And I think that what you have to understand is

818
00:34:22,640 --> 00:34:25,920
Speaker 5: that the American dream is still alive in Kicking. There

819
00:34:25,960 --> 00:34:28,160
Speaker 5: is nowhere on earth that I could have done the

820
00:34:28,280 --> 00:34:32,080
Speaker 5: journey that I've done now. And you know, my husband's

821
00:34:32,400 --> 00:34:34,920
Speaker 5: he has a very very wise father. He died and

822
00:34:34,960 --> 00:34:38,160
Speaker 5: he used to say, you know, ever, America is the

823
00:34:38,200 --> 00:34:40,480
Speaker 5: best of everything and the worst of everything. And it's

824
00:34:40,560 --> 00:34:42,719
Speaker 5: really true to me now that I live here, I

825
00:34:42,800 --> 00:34:44,120
Speaker 5: really see that so clearly.

826
00:34:44,400 --> 00:34:46,399
Speaker 4: But I'm living my American dream, you.

827
00:34:46,320 --> 00:34:49,040
Speaker 5: Know, in this place and the people and the opportunities

828
00:34:49,040 --> 00:34:52,239
Speaker 5: that I've had here have been unbelievable and so I'm

829
00:34:52,280 --> 00:34:55,319
Speaker 5: really I'm really kind of living proof of something that

830
00:34:55,400 --> 00:34:57,640
Speaker 5: is still very very special about this country.

831
00:34:58,320 --> 00:34:58,560
Speaker 1: Wow.

832
00:34:58,920 --> 00:34:59,600
Speaker 3: There you have it.

833
00:35:00,040 --> 00:35:00,920
Speaker 1: Enjoyed this conversation.

834
00:35:02,239 --> 00:35:05,200
Speaker 3: Enjoy you Now? Where can they listen to the podcast?

835
00:35:05,239 --> 00:35:07,440
Speaker 5: You can listen to it everywhere you get your podcasts,

836
00:35:07,520 --> 00:35:10,520
Speaker 5: Please go you know, Apple, anywhere, YouTube.

837
00:35:10,800 --> 00:35:12,160
Speaker 4: We're going to be everywhere.

838
00:35:12,239 --> 00:35:14,520
Speaker 2: And thank you for joining us so much. You make

839
00:35:14,520 --> 00:35:16,479
Speaker 2: sure you send them some skims extra small.

840
00:35:16,480 --> 00:35:17,160
Speaker 4: I'll send you all.

841
00:35:19,000 --> 00:35:23,440
Speaker 1: Extra small. Yeah, I don't know about that. I'm easily

842
00:35:23,480 --> 00:35:23,920
Speaker 1: a large.

843
00:35:24,280 --> 00:35:29,560
Speaker 4: Definitely not get you an ex excel XL. We'll figure that.

844
00:35:29,920 --> 00:35:31,359
Speaker 3: Emma Greedy, it's the Breakfast Club.

845
00:35:31,400 --> 00:35:32,480
Speaker 4: Good morning, Thank you guys.

846
00:35:32,880 --> 00:35:36,080
Speaker 1: Wake that ans up in the morning. Breakfast Club