Biography of Emma Findlay Grede: CEO and Founder of Good America -Entrepreneur
Biography of Emma Findlay Grede:
Early Life and Beginnings
Emma Findlay Grede was born on September 23, 1982, in
London, England, and was raised in the Plaistow neighborhood. Raised by her
single mother, Jenny-Lee Findlay, a financial professional at Morgan Stanley,
Emma's early life was shaped by resilience. She has three younger sisters,
Charlotte, Rachelle, and Katie-Beth, and grew up in a mixed-race household with
her father being Black Jamaican and Trinidadian. Emma often found herself
working odd jobs as a teenager, including delivering newspapers, to support her
dreams. She would save up money to buy fashion magazines, which sparked her
passion for the fashion industry, offering her an escape from daily life.
A Leap into Fashion
At the age of 16, Emma enrolled at the prestigious London
College of Fashion, where she worked hard to build her foundation in the
industry. During her time at the college, she managed to secure internships at
high-end fashion houses like Gucci. However, Emma soon realized that her career
path called for a different direction, so she left school before graduating to
pursue her dreams head-on. Despite not finishing her degree, she always
believed it was the right decision for her, as she was eager to immerse herself
in the fashion world immediately.
The Start of an Entrepreneurial Journey
After stepping away from school, Emma dived into the world
of fashion production and events, working at Inca Productions. In 2008, at just
26 years old, she took a bold step and founded Independent Talent Brand (ITB)
Worldwide, a talent management and entertainment marketing agency based in
London. This venture marked the beginning of Emma’s successful entrepreneurial
career. Over the next ten years, she worked tirelessly to grow ITB, making it a
recognized player in the industry, which eventually led to ITB’s acquisition by
Rogers & Cowan in 2018, marking Emma’s second successful exit from a
company.
Meeting Kris Jenner and The Birth of Good American
In 2015, Emma met Kris Jenner at Paris Fashion Week, and
they quickly formed a business partnership. During this meeting, Emma shared
her vision of creating a fashion brand focused on size inclusivity and body
positivity. She proposed the idea of launching a denim company with Kris’s
daughter, Khloé Kardashian. This idea led to the birth of Good American, a
brand that would become known for celebrating women of all shapes and sizes.
Launched in 2016, Good American made history with its massive launch, and the
brand sold $1 million worth of denim on its very first day, proving that there
was a demand for inclusivity in fashion.
Good American Expands Beyond Denim
Good American began as a denim brand, but Emma had bigger
plans. The company quickly expanded its offerings to include a range of
products like dresses, activewear, swimwear, sleepwear, tops, and even shoes.
The brand made waves by creating the size 15 jean, an innovative new size
between 14 and 16, designed to cater to more body types. Emma’s focus was
always on creating a line that empowered women to feel confident in their
bodies, no matter their size. Under her leadership, Good American became an iconic
fashion label and a symbol of inclusivity.
Becoming a Founding Partner of SKIMS
Emma’s entrepreneurial spirit didn’t stop at Good American.
In 2019, she became a founding partner and Chief Product Officer of Skims, a
shapewear brand co-founded by Kim Kardashian West and her husband Jens Grede.
Skims quickly rose to fame with its solutions-oriented products designed to
address the need for comfortable and stylish shapewear, underwear, and
loungewear. As Chief Product Officer, Emma played a critical role in shaping
the direction and success of the brand, which continues to redefine how women
think about and wear shapewear.
Co-Founding Safely and Plant-Based Innovation
In 2021, Emma co-founded Safely, a plant-powered cleaning
brand, alongside Kris Jenner and Chrissy Teigen. This venture emerged during
the COVID-19 pandemic when Emma recognized the need for safe and chemical-free
cleaning products for her own family. Safely’s mission was simple yet
impactful: to rid American homes of harsh toxins by offering plant-based
products that were both effective and safe for the environment. This marked
another chapter in Emma’s career, one where she focused on innovation for the home,
making cleaning products that were both sustainable and safe.
Appearing on Shark Tank
Emma Grede made history as the first Black female investor
on the popular television show “Shark Tank.” Her appearance on the show was not
only a milestone for her personally but also a significant moment for diversity
in the entrepreneurial world. Her ability to evaluate and invest in new
businesses and startups added a unique perspective to the show, and her
experience as a businesswoman made her an inspiring figure for many viewers.
Emma’s appearance highlighted her status as a trailblazer for women and people
of color in business.
Commitment to Diversity and Inclusion
Throughout her career, Emma has been a vocal advocate for
diversity and inclusion, not just in the fashion world but across industries.
She serves as the chairwoman of the Fifteen Percent Pledge, a nonprofit
organization that encourages retailers to pledge 15% of their purchasing power
to Black-owned businesses. Emma believes that true change can only occur when
businesses take actionable steps toward being more inclusive, and she works
tirelessly to promote this cause.
Philanthropy and Women’s Empowerment
Emma’s work extends beyond business and fashion; she is also
deeply committed to philanthropic causes. She serves on the board of Baby2Baby,
an organization that provides basic necessities like clothing, diapers, and
food to children in need. Additionally, she advocates for women’s rights and
empowerment, especially through her involvement with Women for Women
International, an organization focused on helping women survivors of war and
conflict rebuild their lives.
Biography of Emma Findlay Grede: CEO and Founder of Good America -Entrepreneur #startup#Safely#plant-powered cleaning brand#Good America story#startuup
Emma’s Personal Life
Emma is married to Swedish entrepreneur Jens Grede, with
whom she shares four children. Despite her immense success, Emma has managed to
maintain a grounded personal life. She often speaks about the balance she
strives to maintain between her family and her demanding career. Her support
from her husband has been crucial in her business ventures, particularly in the
creation and success of brands like Skims and Safely.
A Role Model for Young Entrepreneurs
Emma’s journey from humble beginnings to becoming a leading
entrepreneur in the fashion and business world serves as an inspiration to many
young women. She has shown that with determination, perseverance, and a clear
vision, anything is possible. Her rise to prominence is a testament to the
power of believing in oneself and not being afraid to take risks. Emma’s story
is one of breaking barriers and redefining what it means to be a successful
entrepreneur.
A Net Worth Over $300 Million
Today, Emma Grede’s net worth is estimated to be over $300
million. She has built an impressive portfolio of businesses, with substantial
stakes in Good American, Skims, and Safely. Her 23% stake in Good American, 8%
in Skims, and 22% in Safely have solidified her position as a leading
entrepreneur and investor. Emma’s wealth is not just a reflection of her
financial success but also the impact she has had on the industries she’s been
a part of.
The Launch of Off Season in 2025
In January 2025, Emma Grede took another step in her career
by partnering with fashion designer Kristin Juszczyk to launch a new apparel
brand called Off Season. This venture was launched in collaboration with the
NFL and Fanatics, marking Emma’s continued ability to spot opportunities and
innovate within the fashion industry. Off Season is an example of Emma’s
ever-growing influence and ability to combine fashion with popular culture,
bringing fresh ideas to the marketplace.
Shaping the Future of Fashion
Emma’s contributions to the fashion world have been
monumental, especially in the areas of inclusivity and body positivity. Through
her work with Good American and Skims, she has redefined beauty standards and
reshaped how the fashion industry views women of all shapes and sizes. Emma’s
ability to lead with empathy and understanding has allowed her to connect with
women around the world, making her one of the most influential figures in
modern fashion.
A Legacy of Innovation and Empowerment
Looking ahead, Emma Grede’s legacy will be defined by her
continued commitment to innovation, empowerment, and representation. Her
businesses are not just about fashion and products but about creating spaces
where all women can feel valued and celebrated. Emma’s journey shows that true
success is not just about financial gain but about making a difference and
leaving a lasting impact on the world.
Timeline for story
September 23, 1982: Emma Grede born in London, England.
Late Teen Years: Worked odd jobs, developed passion for
fashion.
16 (1998): Enrolled at London College of Fashion, interned
at Gucci.
2008: Founded Independent Talent Brand (ITB) Worldwide.
2015: Met Kris Jenner, concept for Good American formed.
2016: Launched Good American, making $1 million on first
day.
2019: Became founding partner and Chief Product Officer of
Skims.
2021: Co-founded Safely, a plant-powered cleaning brand.
2021: First Black female investor on Shark Tank.
2025: Launched Off Season apparel brand with Kristin
Juszczyk.
Present: Net worth estimated over $300 million, continues
business ventures.
