How’d She Do It? Emma Grede

Emma Grede is the mind behind Good American Jeans, Shark Tank investor and a woman of color. Her story is inspiring, so the CGS Team is excited to share how she did it! Keep reading for more about Emma Grede.

Good American Go-To
Everyone knows Good American Jeans are the go-to denim designed to hug your curves in every way possible. Good American is based in Los Angeles and was founded back in 2016 with inclusive fashion offering trend-driven denim designs that has built inclusivity into its ethos, carrying sizes 00 through to 24.

Of course, when one thinks of the brand Good American the first name that comes to their mind is Kardashian. Though Khloe Kardashian was a big part of the brand, what you may not have known is the creative master behind the scenes whose name is Emma Grede. 

How It Started

Emma grew up with humble beginnings in East London with her mom and three sisters. She is the daughter of immigrants from Jamaica and Trinidad. She was raised to be confident and to always keep a strong work ethic and drive. Most importantly, her mom emphasized the importance of having good manners and loyalty because these form the foundation of good business and healthy relationships.

Emma attended London College of Fashion in 1997 to 2001, studying Business Management and Marketing. Though she had a degree in management and marketing, she initially began working in entertainment as a producer in fashion shows and various other events at a company called Inca Productions.

She later began working in a multi-media fashion marketing agency called Saturday Group in 2006 where she served as the business development director.

CEO at 24
With her experience and many relationships built, Emma decided to take a leap of faith and began her own company in 2008 where she founded and was CEO of ITB Worldwide, a London-based talent management and entertainment marketing agency. Emma was just 24 years old at the time. 

During her career at ITB, she worked with the likes of Vivienne Westwood, Christopher Kane, Dior and Alexander Wang, just to name a few, where she was really making a name for herself. She found so much success and fulfillment during the company’s ten year run but still felt like her mark was not left on the scene.

By 2018, she was appointed chairman of ITB but stepped down after the company was acquired by Rogers & Cowan, and Emma exited the company.

Timing and Preparation

Time is of the essence and Emma knew early on good things come to those who wait but even greater opportunities come to those who go after them. In 2015 while she was working at ITB, timing and preparation collided which would present her with an opportunity to connect with Kris Jenner on a denim proposal.

Emma proposed the idea to Kris explaining she wanted to partner with Khloe on the venture. By 2016, Emma and Khloe launched Good American, which focused on women’s denim and clothing, focusing on size inclusivity and body positivity, with Emma as CEO. What originally began as a strictly denim company expanded to include dresses, activewear, tops, swimwear, sleepwear, and shoes in its line.

Other Ventures

Good American is just the tip of the iceberg when it comes to her impressive resume. She is also a founding partner of Skims, a shapewear brand founded by her husband Jens Grede and Khloe’s older sister Kim Kardashian in 2019.

Emma in conjunction with Kris Jenner and Chrissy Teigen, founded Safely, a brand of plant-based cleaning and self-care products that was launched in March 2021. Emma believed in herself, and with some sprinkle of drive and passion brought her to where she is today. You can wait for opportunities to fall in your lap, or you can chase them like Emma and become a boss.

Emma’s net worth is approximately $5 million dollars. Currently, she is now a guest shark on the first episode of season 13 of the reality television series Shark Tank. The “sharks” decide whether they want to invest in the ideas proposed to them. 

Related: How’d She Do It? Jessica Alba

Emma not only performs well professionally, she’s also an incredible wife and mother of four. Though she admits that she often suffers from mom guilt, she shares she’s not going to let motherhood stop her from chasing her personal dreams. Being kind, respectful, compassionate, and grounded are the key virtues Emma constantly aims to instill in her children.

The takeaway is always knowing your worth as your worth will only open more doors that align with your creativity and purpose. Sure, there are moments where it can seem hard but trust the process because in due time the seed that was planted will blossom. Drop a comment to share what you think of Emma’s story!

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The CGS Team



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