Making Space with Hoda Kotb: Entrepreneur Emma Grede On Being "Self-Made" And Building Iconic Brands

Host: Hoda Kotb
Guest: Emma Grede
Release Date: May 14, 2025
Duration: Approximately 48 minutes

Introduction

In this compelling episode of Making Space with Hoda Kotb, Hoda welcomes Emma Grede, a self-made entrepreneur renowned for co-founding Good American, partnering with Kendall Jenner, and collaborating with industry icons like Dolly Parton. Emma shares her journey from a challenging upbringing in East London to building some of the most recognized brands in the fashion industry. This episode delves deep into her personal and professional life, offering invaluable insights into resilience, mentorship, and the essence of being truly "self-made."

Early Life and Family Background

Timestamp: [04:00] – [08:41]

Emma opens up about her childhood, painting a vivid picture of her early years in a crowded bedroom in East London, England. Growing up in a single-parent household with her mother and three sisters, life was both chaotic and formative.

• Emma Grede: “I lived in a tiny little house that was so chaotic. I'm one of four girls, single mom, and it was loud. And those walls were covered in posters...” [04:38]

Despite the challenges, Emma highlights the profound influence of her mother, a resilient woman who transitioned from being a window dresser to a high-powered banker at Morgan Stanley.

• Emma Grede: “My mom is a very tiny white blonde woman and she's got these four, you know, black kids... I was brought up with this sense of self and sense I could do anything that I wanted to so long as I was willing to work for it.” [07:25]

Early Career and First Jobs

Timestamp: [05:40] – [06:17]

From a young age, Emma was a hustler, undertaking various jobs to support her family and fuel her passion for fashion.

• Emma Grede: “I was selling fireworks in the local store when I was 11, worked in a delicatessen, did a paper route, worked in clothes shops...” [05:40]

Her early work ethic was driven not just by the need for money but by the freedom it provided.

• Emma Grede: “It was about the freedom that came with the money. If I had a little bit of cash in my pocket... my mom would say, treat yourself.” [06:17]

Challenges in Education

Timestamp: [10:45] – [12:08]

Emma candidly discusses her struggles in high school, which stemmed from undiagnosed dyslexia. Her academic challenges led her to drop out in her late teens to pursue her passion for fashion more directly.

• Emma Grede: “I struggled with school and I wanted to be a good student, but I struggled so much. It wasn't diagnosed until my mid-20s.” [10:45]

This pivotal decision marked the beginning of her entrepreneurial journey, emphasizing her determination to carve her own path despite educational setbacks.

Breaking into the Fashion Industry

Timestamp: [16:38] – [19:12]

Emma recounts her initial foray into the fashion world through various roles, eventually landing a position in a fashion show production company. Here, she honed her skills in brand partnerships, securing deals even as an 18-year-old.

• Emma Grede: “I landed deals by convincing brands like Nokia to sponsor fashion shows. My first deal took two years to eclipse.” [18:01]

Her relentless cold-calling and resilience in the face of rejection laid the foundation for her future successes.

Building Brand Partnerships and Early Success

Timestamp: [19:29] – [24:49]

Emma delves into her experiences building brand partnerships, transitioning from working with designers to collaborating with celebrities as the media landscape evolved.

• Emma Grede: “I grew my company by transitioning from designers to celebrities. This led to partnerships with brands like H&M and Christian Dior.” [24:26]

Her strategic approach and ability to adapt were instrumental in establishing her reputation as a formidable force in the fashion industry.

Transition to Entrepreneurship

Timestamp: [24:49] – [28:12]

After several years of building her agency and achieving significant success, Emma decided to take the leap into entrepreneurship by founding Good American. This move was driven by her desire for ownership and to address gaps she perceived in the fashion market.

• Emma Grede: “When my shareholding was watered down, I knew I needed to own something. That's when I started Good American to serve an underserved space in fashion.” [28:12]

Despite the challenges of starting a business from scratch, Emma's determination and business acumen led Good American to become a globally recognized brand.

Personal Life: Marriage and Motherhood

Timestamp: [28:12] – [33:46]

Balancing a thriving business with a fulfilling personal life, Emma shares how her marriage and motherhood have interwoven with her entrepreneurial endeavors.

• Emma Grede: “I have four kids, and they teach me so much. My family gives me energy, and my career gives me the same.” [30:45]

She emphasizes the importance of valuing both family and career, illustrating that both realms are equally essential and mutually supportive.

Collaborations with High-Profile Celebrities

Timestamp: [35:36] – [39:41]

Emma discusses her collaborations with high-profile figures like the Kardashians and Dolly Parton, highlighting how these partnerships were pivotal in elevating her brand's prominence.

• Emma Grede: “Working with Dolly was incredible. She embodies the values of Good American, and our collaboration was a magic blend of style and substance.” [37:05]

These collaborations not only expanded her brand's reach but also reinforced its commitment to inclusivity and quality.

Launching "Aspire with Emma Grede" Podcast

Timestamp: [40:05] – [46:02]

Emma introduces her latest venture, the podcast Aspire with Emma Grede, aimed at scaling mentorship and providing actionable insights for aspiring entrepreneurs.

• Emma Grede: “Aspire is about meeting people who speak to me in a straightforward way, offering tangible and actionable advice. We delve deep into subjects that matter.” [40:10]

Guests on the podcast include notable figures like Melody Hobson and Gwyneth Paltrow, each bringing unique perspectives on business and personal growth.

Hiring Philosophy and Team Building

Timestamp: [43:16] – [45:07]

Emma shares her approach to building a strong team, emphasizing the importance of hiring for attitude over experience and ensuring diversity to reflect her customer base.

• Emma Grede: “I hire for attitude over experience. I look for people who are hungry and ready to bring something to the table.” [44:22]

Her commitment to surrounding herself with talented and diverse individuals has been a cornerstone of her business's success.

Final Thoughts and Advice

Timestamp: [46:02] – [47:38]

Concluding the episode, Emma reflects on the importance of balance, resilience, and continuous learning. She encourages listeners to invest in themselves and embrace the hard work necessary to build their dreams.

• Emma Grede: “Aspire is about giving you something you can use tomorrow, whether it's about habits, mindset, or negotiations. It's about living up to your full potential.” [41:55]

Her authentic and actionable advice serves as inspiration for anyone looking to make space for growth and change in their own lives.

Notable Quotes

• Emma Grede: “Self-made doesn’t mean you did it alone. It takes a team, partnerships, and the right people around you.” [03:05]

• Emma Grede: “Aspire is about meeting people who speak to me in a straightforward way, offering tangible and actionable advice.” [40:10]

• Emma Grede: “I hire for attitude over experience. I look for people who are hungry and ready to bring something to the table.” [44:22]

• Emma Grede: “Being resilient is about understanding that it's not about you. It's just luck of the draw.” [19:12]

Conclusion

Emma Grede's journey is a testament to the power of resilience, strategic thinking, and the importance of building a supportive network. From her early days hustling in East London to becoming a globally recognized entrepreneur, Emma embodies the essence of being "self-made" while acknowledging the collective effort behind her success. Her insights on mentorship, team building, and personal growth offer invaluable lessons for anyone striving to build and scale their own ventures.

Listen to the full episode of "Making Space with Hoda Kotb" to gain deeper insights and inspiration from Emma Grede's remarkable journey.