Emma Grede: What it really takes to build a brand with the Kardashians
5/1/20261 hr 11 min
Before she became the entrepreneur behind Kardashian-founded brands Good American and Skims, Emma Grede was a kid from Plaistow with severe dyslexia, few qualifications, and a fierce belief that she could build a bigger life for herself.
In this episode of Full Disclosure, James O’Brien sits down with Emma to trace the story behind her remarkable rise- from helping raise her younger sisters in East London and struggling in a school system that never seemed to fit, to building a career in fashion through sheer audacity, instinct and relentless hard work.
Emma reflects on the work ethic she inherited from her mother, the unpaid placements and early setbacks that taught her how business really worked, and the confidence that drove her to knock on doors others were too intimidated to approach. She explains how she discovered her gift for negotiation, why relationships became the foundation of her success, and how those instincts helped her build businesses alongside the Kardashians that would go on to reshape modern fashion and culture.
They discuss class, ambition and social mobility; the difference between talent and opportunity; the myths we tell about success; and why Emma believes women need a more honest conversation about work, money and power.
Sharp, funny and full of hard-won insight, this is a conversation about ambition, reinvention and what it really takes to get to the top.
Find out more about START WITH YOURSELF: A New Vision for Work & Life by Emma Grede here
Clips
Transcript preview
First 90 secondsJames O'Brien· Host0:01
[upbeat music] This is a Global Player original podcast.
Emma Grede· Guest0:05
I have unbelievable self-belief. Back in those days, you would write letters.
James O'Brien· Host0:09
Mm.
Emma Grede· Guest0:09
I wrote to every single person. I wrote to every single PR agency. I wrote to every single buyer. I wrote to every single shop on the high street. I would literally knock on doors and say, "Hey, I don't think you got my letter."
James O'Brien· Host0:20
You come into the Kardashians'- Mm ... life, is probably the best way of putting it. That was a moment, I imagine.
Emma Grede· Guest0:24
Moment, and I milked it.
James O'Brien· Host0:26
Your energy is so high that- [laughs] Am I giving you a headache? No.
Emma Grede· Guest0:30
Your energy is so high.
James O'Brien· Host0:31
[laughs] I'm loving it. I'm loving it. I'm gonna go out and start a company after this.
Emma Grede· Guest0:34
[laughs] You know, Emma, you're not better than anyone else, but nor is anyone better than you.
James O'Brien· Host0:38
[upbeat music] Hello, and welcome to Full Disclosure, a podcast project designed to let me spend more time with interesting people than I would ever get on the radio show. Emma Grede, welcome.
Emma Grede· Guest0:53
Thank you. I'm very happy to be here.
James O'Brien· Host0:55
Well, it's a, it's a pleasure to have you. I, I think for the benefit of my audience, you're somebody about whom they will know either everything or nothing. [laughs] Does that sound reasonable?
Emma Grede· Guest1:03
I think that's absolutely reasonable.
James O'Brien· Host1:05
[laughs] [laughs] So, I mean, for people who don't know, you are... I, I mean, there's some phrases here that need a little bit of unpacking, but, but you are- Go on.
Emma Grede· Guest1:13
Let's, let's unpack 'em ...
James O'Brien· Host1:14
well, well, you're a hugely successful entrepreneur. Everybody knows what that means. Uh, investor, brand builder. I, I, I know what that means.
Emma Grede· Guest1:21
Hello.
James O'Brien· Host1:21
[laughs] But it's, uh... And now, of course, bestselling author, because your book- Whoop, whoop. [laughs] ... Start With Yourself: A New Vision for Work and Life, um, has, has just smashed its way,