The Diary Of A CEO with Steven Bartlett Episode: "The Woman That Makes Millionaires: They're Lying About Work Life Balance! I Built SKIMS Without Fashion Knowledge!" Release Date: May 5, 2025 Guest: Emma Grede

1. Introduction and Early Beginnings

Emma Grede opens up about her challenging upbringing in East London, emphasizing the profound influence of her early responsibilities as the eldest of four sisters raised by a single mother. She shares how these experiences instilled in her a relentless work ethic and resilience, setting the foundation for her future entrepreneurial endeavors.

Emma Grede [00:38]: "I thank God every day for the type of upbringing that I had because it was hammered into me that nothing is going to come easy. And that made me who I am."

2. Overcoming Adversity and Developing Grit

Emma delves into the concept of grit, describing it as the cornerstone of her success. Raised in a "blamey culture" where external factors were often scapegoated, she cultivated a strong sense of self-responsibility, rejecting the notion that success could be achieved without immense personal effort.

Emma Grede [24:49]: "I will just make it happen. Because I'm in the moment. I see the opportunity, and I am prepared."

She reflects on her journey through anger management and therapy, highlighting her commitment to personal growth and emotional intelligence. These experiences not only helped her manage her emotions but also reinforced her determination to lead and succeed.

3. Leadership Philosophy and Hiring Practices

A significant portion of the discussion centers around Emma's leadership style, particularly her emphasis on hiring exceptional talent. She believes that the quality of a team directly impacts the success of the business, advocating for meticulous hiring processes and the courage to let go of underperforming employees.

Emma Grede [31:28]: "I need the people that come in with like a winning mentality, a figure-it-out mentality."

Emma underscores the importance of attitude over experience, seeking individuals who are not only skilled but also passionate and adaptable. She shares insights into creating a high-performance culture where A-players thrive and self-police to maintain excellence.

4. Building SKIMS Without Fashion Knowledge

Despite having no formal training in fashion design, Emma successfully co-founded SKIMS, a multi-billion-dollar hosiery brand. She attributes this success to her ability to enable and support talented designers, transforming their visions into market-ready products.

Emma Grede [14:51]: "I have zero qualifications to do any of that. Like I didn't have talent as a designer, but I will just make it happen."

Emma recounts her strategic approach to business development, including her hands-on efforts in marketing and sales. Her relentless pursuit of excellence and ability to adapt played a crucial role in SKIMS' rapid growth and industry dominance.

5. Navigating Work-Life Balance and Organizational Culture

The episode tackles the myth of work-life balance, with Emma bluntly stating that achieving top-tier success often comes at the expense of personal time.

Emma Grede [00:19]: "No, you're not. No, no. If it's possible, tell me who she is and I'll show you a liar."

She emphasizes personal responsibility in managing one's career and life, arguing that employers cannot be solely accountable for an individual's work-life harmony. Emma shares her organizational culture, which prioritizes high performance and flexibility, allowing employees to manage their own schedules while maintaining productivity.

6. Mentorship and Personal Growth

Emma discusses the vital role of mentorship in her career, although she doesn't consider herself to have had formal mentors. Instead, she leveraged relationships with supervisors and peers to glean insights and guidance.

Emma Grede [22:07]: "I don't think that you should walk around looking for a mentor. I think you have to walk around asking questions."

She stresses the importance of being proactive in seeking knowledge and surrounding oneself with individuals who can provide valuable perspectives, effectively creating a personal board of directors to support decision-making.

7. Dealing with Copycats and Market Competition

Emma candidly addresses the challenges of market competition and brand imitation. She recounts instances where larger companies mimicked her designs, leading to frustrations but also reinforcing her commitment to innovation and differentiation.

Emma Grede [58:55]: "There are a lot of companies out there that do a good job copying everybody else, but that means you..."

Despite setbacks, Emma remains unfazed, focusing on staying ahead of the curve through continuous innovation and a deep understanding of her brand's unique value proposition.

8. Fertility Journey and Surrogacy

A deeply personal segment, Emma opens up about her fertility struggles and the emotional toll of repeated miscarriages. She shares her decision to opt for surrogacy, highlighting the profound bond formed with her surrogate and the resilience required to navigate such a challenging journey.

Emma Grede [116:26]: "I had the most easy, unbelievable, brilliant fertility journey with my first two, and then probably the saddest, most disappointing, hardest time in my life with the second two."

Emma emphasizes the importance of emotional support and open conversations around fertility, advocating for greater awareness and understanding to help others facing similar challenges.

9. Future Plans and Legacy

In closing, Emma reflects on her legacy, expressing a desire to inspire the next generation of entrepreneurs, particularly women of color. She discusses her upcoming podcast, "Aspire," aimed at scaling mentorship and providing a platform for rich, authentic conversations that drive personal and professional growth.

Emma Grede [124:28]: "The podcast was honestly, from the beginning about figuring out, like, how can I scale mentorship?"

She underscores the significance of community and purpose in building a lasting brand, reiterating her commitment to her customers, employees, and broader societal impact.

Notable Quotes

• Emma Grede [00:38]: "I thank God every day for the type of upbringing that I had because it was hammered into me that nothing is going to come easy. And that made me who I am."

• Emma Grede [24:49]: "I will just make it happen. Because I'm in the moment. I see the opportunity, and I am prepared."

• Emma Grede [31:28]: "I need the people that come in with like a winning mentality, a figure-it-out mentality."

• Emma Grede [14:51]: "I have zero qualifications to do any of that. Like I didn't have talent as a designer, but I will just make it happen."

• Emma Grede [22:07]: "I don't think that you should walk around looking for a mentor. I think you have to walk around asking questions."

• Emma Grede [58:55]: "There are a lot of companies out there that do a good job copying everybody else, but that means you..."

• Emma Grede [116:26]: "I had the most easy, unbelievable, brilliant fertility journey with my first two, and then probably the saddest, most disappointing, hardest time in my life with the second two."

• Emma Grede [124:28]: "The podcast was honestly, from the beginning about figuring out, like, how can I scale mentorship?"

Conclusion

In this enlightening episode, Emma Grede provides an unfiltered look into her journey from a responsible eldest sister in East London to a powerhouse entrepreneur in the fashion industry. Her candid discussions on grit, leadership, hiring, and personal challenges offer invaluable insights for aspiring business leaders. Emma's emphasis on resilience, continuous learning, and authentic leadership underscores the essence of achieving remarkable success while navigating the complex interplay between personal and professional life.