Podcast Summary: Trading Secrets - Episode 234: Emma Grede

Released on May 12, 2025

Introduction

In Episode 234 of Trading Secrets, hosted by Jason Tartick from Audioboom Studios, listeners are introduced to Emma Grede, a remarkable entrepreneur who has transformed the fashion industry through her inclusive brands Good American and Skims. Emma's journey from a high school dropout in East London to a Forbes-recognized self-made powerhouse offers invaluable insights into entrepreneurship, resilience, and the importance of building a strong company culture.

1. Emma’s Early Life and Relationship with Money

Emma Grede opens up about her challenging upbringing in East London, where she was raised by a single mother alongside three sisters. Growing up with limited financial resources instilled in her a profound understanding of money management from a young age.

• Quote: “I grew up as a really poor kid. I'm one of four girls raised by a single mom in East London.” ([03:51])

Emma shares how her mother's meticulous budgeting taught her to value every penny, a lesson that has significantly influenced her business practices. This early relationship with money fostered her entrepreneurial spirit, leading her to take on jobs like a paper route at age 12 and constantly seeking ways to earn and save.

• Quote: “I learned that from a very, very young age. And I think still to this day, I know the price of everything.” ([04:05])

2. Building ITB Worldwide and Transition to Good American

At 26, Emma founded her first venture, ITB Worldwide, an entertainment marketing agency in London. This company evolved through various iterations, including PR and VIP agencies, eventually leading to its sale. However, the foundational skills and experiences gained here paved the way for her future successes.

• Quote: “I was really intentional when I think about money and indeed, how I equate value to things.” ([06:15])

Emma emphasizes that ITB Worldwide was built from the ground up with sweat equity, showcasing her hands-on approach and dedication to excellence.

3. Challenges and Failures in LA and Recovery

Despite her successes in London, Emma faced significant setbacks when she expanded her agency to Los Angeles. The failure in LA was a humbling experience that taught her the importance of understanding and respecting local cultures and communities.

• Quote: “I failed miserably in LA because I kind of, you know, like, I really believed that we were the best and that I could export what I was doing anywhere.” ([14:23])

This failure led Emma to reassess her strategies, ultimately strengthening her approach and preparing her for future ventures.

4. Founding Good American and Raising Capital

In 2016, Emma co-founded Good American with Khloe Kardashian, revolutionizing the denim industry by focusing on inclusivity and diverse sizing. Raising $2 million in capital was a pivotal moment, achieved through trust and strong relationships with early investors who valued her vision and track record.

• Quote: “It's what you're getting from their expertise, aside from the money.” ([27:35])

Emma advises founders to prioritize the value beyond just financial investment, emphasizing the importance of mentorship and expertise from investors.

5. Partnering with the Kardashians

Partnering with Khloe Kardashian was a strategic move that amplified Good American’s reach and credibility. Emma attributes the brand’s success to their combined efforts in creating a differentiated product that resonated with a previously underserved market.

• Quote: “We came into the market with a highly differentiated product and a story that was right for the time.” ([20:01])

This collaboration underscored the power of aligning with influential partners to accelerate brand growth.

6. Strategies for Building and Scaling Successful Companies

Emma's approach to business centers around excellence, customer-centricity, and creating authentic connections. She highlights the importance of being fully committed throughout the business lifecycle, which differentiates her agency from others that may disengage post-deal.

• Quote: “You are only as good as the last job you've delivered, so everything has to be excellent.” ([11:52])

Emma also discusses the significance of maintaining profitability, even during rapid growth, ensuring long-term sustainability.

7. Skims: Launch and Explosive Growth

Three years after Good American, Emma co-founded Skims with Kim Kardashian, quickly scaling it to over $500 million in revenue. Skims continues to innovate in the shapewear and loungewear market by creating products that set new trends rather than follow existing ones.

• Quote: “We create things that don't exist in the marketplace.” ([43:37])

Emma’s role as Chief Product Officer involves overseeing design, production, and ensuring that Skims consistently meets consumer needs with high-quality, trend-setting products.

8. Company Culture: Hiring, Firing, and Promoting

A cornerstone of Emma’s success is her dedication to building a strong company culture. She defines culture through three critical actions: hiring the right people, swiftly addressing mismatches, and promoting based on merit and alignment with company values.

• Quote: “Culture is who you hire, who you fire, and who gets promoted.” ([45:23])

Emma emphasizes the importance of clear communication, setting expectations, and fostering an inclusive environment that reflects the diversity of their customer base.

9. Overcoming Challenges and Learning from Failures

Emma candidly shares her mistakes, including overstaffing and misjudging market dynamics, particularly during her LA expansion. These experiences have fortified her resilience and informed her strategic decisions moving forward.

• Quote: “I'm very intentional when I think about money and indeed, how I equate value to things.” ([06:15])

10. Upcoming Projects: Aspire Podcast

Expanding her influence beyond her brands, Emma is launching her own podcast, Aspire, aimed at mentorship and empowering female entrepreneurs. Through this platform, she seeks to share her knowledge, interview industry leaders, and provide actionable insights for aspiring business owners.

• Quote: “I get the same questions asked over and over again. And I'm one of those people that every now and again... I'll jump on the phone to you for half an hour and I'll talk you through this thing.” ([52:05])

Notable Quotes

• “Valuation is vanity, profit is sanity, and cash is king.” ([44:54])
• “You can have 100% and nothing. It's still nothing for me.” ([27:45])
• “We create things that don't exist in the marketplace.” ([43:37])
• “Culture is who you hire, who you fire, and who gets promoted.” ([45:23])

Conclusion

Emma Grede’s episode on Trading Secrets is a masterclass in entrepreneurship, highlighting the importance of resilience, strategic partnerships, and a strong company culture. Her journey underscores that true success lies not just in financial achievements but in creating meaningful products that address real customer needs and fostering an inclusive, dynamic workplace. Aspiring entrepreneurs can draw invaluable lessons from Emma’s experiences, particularly her emphasis on excellence, authenticity, and the power of effective leadership.

Where to Follow Emma Grede:

• Instagram: @EmmaGrede
• Podcast: Aspire with Emma Grede (Launching May 6th)

For more information on Emma’s ventures and to stay updated on her latest projects, visit the show’s official website.