In the high-stakes theatre of venture capital, few figures arrive with the quiet authority and proven track record of Emma Grede. When she takes her seat in the iconic Dragons’ Den, she isn’t just a guest investor; she is the embodiment of a new paradigm in business—a powerhouse who has masterfully woven social consciousness into the very fabric of billion-dollar brands. With an estimated net worth soaring over $300 million, Grede is the architect behind some of the most disruptive companies of the last decade, including Good American and SKIMS. Her story, however, begins not in a Silicon Valley garage, but in the vibrant, working-class heart of East London.
Her journey from Plaistow to the boardrooms of global empires is more than a tale of success; it’s a strategic blueprint for modern entrepreneurship. She is the first Black female Shark on the US hit Shark Tank and now a formidable Dragon on home soil, proving that the most potent market opportunities often lie in serving those who have been overlooked. This is the story of how Emma Grede built an inclusive empire, one revolutionary idea at a time.
An East London Origin Story
Born in 1982 and raised by her single mother, Jenny-Lee Findlay, alongside three younger sisters, Grede’s early life was a world away from the Calabasas glamour she would later navigate. In East London, ambition was a necessity, not a luxury. She has spoken of her mother as a profound influence, instilling in her a formidable work ethic and an unshakeable sense of self-belief. From a young age, Grede was hustling, working various jobs to fund a burgeoning obsession: fashion magazines.
For the young Grede, these glossy pages were not mere entertainment; they were, in her own words, a form of escapism. They were textbooks for a world she was determined to enter, offering a glimpse into the mechanics of desire, branding, and culture. This early fascination was the seed of her future genius—an innate understanding that fashion is not just about clothes, but about identity, belonging, and aspiration.
Her path was characteristically unconventional. She enrolled at the prestigious London College of Fashion, a seemingly perfect fit, but left before graduating. This decision wasn't a sign of failure but of fierce urgency. Grede understood that real-world experience and network-building were more valuable than a formal degree. She had a vision and was unwilling to wait for permission to start building it.
The Architect of Influence
Grede’s early career was a masterclass in learning the industry from the inside out. She cut her teeth at the luxury concierge service Quintessentially before moving to Inca Productions, where she immersed herself in the high-pressure world of fashion show production. These roles provided an invaluable education in logistics, branding, and the intricate dance between designers, press, and high-profile talent.
But Emma Grede was never destined to work for others. In 2008, she cofounded ITB Worldwide, a talent and entertainment marketing agency. This was a pivotal move. Long before "influencer marketing" became a ubiquitous buzzword, Grede understood the immense power of authentic collaboration between brands and cultural figures. ITB wasn't just another agency; it was a strategic bridge between Hollywood and fashion, connecting brands with the personalities who could give them cultural currency. The agency's eventual acquisition by Rogers & Cowan in 2018 was a testament to the foresight of her vision.
Redefining Fashion with Good American
It was her work at ITB that led her to the Kardashian-Jenner family, a connection that would ignite the next phase of her career. Grede pitched an idea to Khloé Kardashian that was both simple and revolutionary: a denim brand built from the ground up on the principles of size inclusivity and body positivity. In 2016, Good American was born.
The brand’s launch was nothing short of explosive, generating a staggering one million dollars in sales on its first day—the biggest denim launch in apparel history. This wasn't just good marketing; it was proof of a vast, underserved market. For decades, women outside of standard sample sizes had been ignored or offered poorly designed alternatives. Good American didn't just offer more sizes; it changed the conversation.
A prime example of this commitment is the introduction of the size 15 jean. Grede and her team identified a significant gap between traditional sizes 14 and 16, creating a new fit to better serve diverse body types. With a 23% ownership stake in the company, Grede’s vision has guided its expansion from denim into a full range of apparel, including activewear, swimwear, and shoes, all while maintaining its core mission.
The SKIMS Effect and Brand Diversification
While Good American was reshaping the denim industry, Grede was simultaneously helping to build another cultural phenomenon. She is a founding partner and the Chief Product Officer of SKIMS, the shapewear and loungewear brand she co-created with Kim Kardashian and her husband, Jens Grede, in 2019. SKIMS leveraged a similar philosophy—comfort, inclusivity, and innovative solutions for all body types—to completely disrupt the staid shapewear market. With an 8% stake in the multi-billion-dollar company, her role is far from passive; she is a key force behind the product that has captivated a global audience.
Grede’s entrepreneurial appetite didn't stop there. Recognizing a gap in the market for stylish, plant-based cleaning products, she cofounded Safely alongside Kris Jenner and Chrissy Teigen. This venture demonstrated her ability to apply her brand-building principles to entirely new categories, proving her Midas touch extends from the closet to the kitchen sink. Her 22% stake in Safely underscores her significant role in its strategy and growth.
Most recently, in a move that signals her ever-expanding influence, Grede partnered with designer Kristin Juszczyk, the NFL, and Fanatics to launch the Off Season apparel line in January 2025. It’s another forward-thinking venture that merges fashion with the colossal world of sports entertainment.
Beyond the Boardroom: A Pledge for Change
For Emma Grede, building successful companies is intrinsically linked to creating meaningful change. She serves as the board chair of the 15 Percent Pledge, a powerful initiative that calls on major retailers to dedicate 15% of their shelf space to Black-owned businesses. This is not just a symbolic gesture; it is a tangible mechanism for fostering economic equality and reshaping the landscape of American retail. Her leadership role demonstrates a profound commitment to using her influence to uplift other entrepreneurs of color.
Her philanthropic work also includes a position as a board member for Baby2Baby, a charity providing essential clothing and supplies to children living in poverty. These roles are not side projects; they are central to her identity as a business leader who measures success not just in profit margins, but in positive impact.
Entering the Den: A Dragon's Philosophy
Grede’s arrival in Dragons’ Den feels like a homecoming. She expressed her excitement at being able to "come back to the UK as a Dragon to share my own experience." Her criteria for investment are a direct reflection of her own journey. She seeks out entrepreneurs who are not only passionate but who are also "not afraid to think big, and know their product and their audience."
She understands that the best ideas often come from a deep, personal understanding of a problem. She champions those who, like her, are independent thinkers and credits her success to being surrounded by strong women. In the Den, she is not just an investor looking for a return; she is a mentor looking to develop and grow the next generation of game-changing founders.
Despite her global success, Grede remains deeply connected to her roots. She values family above all and maintains a strong bond with her East London background. This grounding provides the authenticity that resonates through her brands and her public persona. Emma Grede’s story is the ultimate blueprint for the 21st-century mogul: a visionary who saw who was being left out, built an empire to bring them in, and is now using her power to hold the door open for others.
