Emma Grede, Co-Founder Of Good American, On The Importance Of Scheduling & Gratitude, Plus Daily Rituals With Her Kids


Arriving at Emma’s stunning LA home, greeted by a flood of sparkling energy, Emma exudes warmth and beauty. In between her exuberance, she shows us around, giving us the rundown on her amazing career thus far and life as a mom, touching on everything from her role as CEO of ITB Worldwide to how she met her husband (co-founder of Frame Denim) and her most recent venture as co-founder of US-based denim label Good American alongside Khloe Kardashian. Here, she shares why scheduling & gratitude are crucial to her success, the importance of daily rituals, plus life hacks she’s learned (like learning to say no!). @emmagrede

What are some of the challenges of being a CEO of a new business and mom to young kids?

While being a mom is incredibly important to me, I’m also an extremely ambitious person, and I’ve worked very hard to find myself in the professional situation I’m in now. It can be challenging to anticipate my children’s ever-evolving needs (my son Grey is five and my daughter Lola is two and a half) as well as the needs of a budding company which is essentially my third baby. Kids are a great leveler though and help me prioritize what truly matters. No matter what has happened during the day, they bring me back to reality in the most spectacular way, and instantly I realize those are work problems and this is REAL life.

What’s a ritual you do with your kids every day?

While I love the idea of being one of those fly-by-the-seat-of-my-pants types, I’m all about rituals. I leave the office at 5pm on the dot every day to catch the end of dinner with my kids, followed by bath time, story time and bedtime—and that’s non-negotiable. While my kids know that I’m not dropping them off at school every day, they do know that I’ll be home with them every night to read and snuggle. As a professional person, it’s imperative to create boundaries and have unwavering cornerstones.

What’s your morning routine?

My mornings are much more flexible and likely the only quiet moment of my day. It’s my time to reflect and think. I get up and head to the gym at 5:30am before my kids wake up and by the time I come home at 7am it’s utter madness! The kids are running around, changing outfits multiple times, and crushing breakfast. Somehow amidst all the chaos, we manage to get out the door and go about our day.

Do you consider fitness and self-care important for moms?

Self-care is essential for everyone, not just moms! I’ve never been one of these people that struggles to find time to look after myself. It’s a priority for me, and I schedule it the same as I would plan a meeting about our store strategy because the better shape I’m in the better I can be for all the people around me.

With all that you have going on, how do you get it all done?

I’ve learned to say no, be selective, ruthlessly prioritize, and surround myself with the best possible people because inevitably you have to outsource decision making to accomplish all the things that need to get done. Learning to say no is something I struggled with for a long time, but it’s enabled me to do more. I can’t do everything myself, nor do I strive to, but knowing I have competent people handling key issues is critical.

Good American is now 2 years old, what’s next?  

It’s funny because I always think that at some point things will slow down and I’ll be able to catch up with myself, but they don’t! There are so many exciting programs in the works with GOOD AMERICAN and it’s important that we’re always innovating. Our big initiative at the moment is photographing every single piece of clothing we make on every body size. Typically, if you’re a size 4, then you’re looking at products on a size 00, and often the same if you’re a size 18! We want to do it differently. That being said, alongside these exciting efforts my number one focus is to always stay true to what we do well. I take the same less-is-more approach as I do in life to guard the guiding principles of the brand.

Success is…?

I get asked this question a lot, and without sounding cliche, it comes down to happiness. I am successful in my personal life, as I have two gorgeous children and a husband that I still love madly after ten years. Plus, I get to work with an incredible team and clothes—and I LOVE clothes! I’ve also learned to appreciate the small things and be grateful. I believe gratitude is an attitude, and that’s the way I live my life.

What’s one life hack that you can share with us?

How about more than one?! I can’t say it enough, schedule everything! Plus, don’t set unrealistic expectations with your time, and ask for help! And ultimately know that something has to give because no one “has it all.” For me, that was my social life—I go out with the same three people all the time and not nearly as much as I’d like.

Follow Emma @emmagrede

Awesome Brands We ❤️

In honor of the month of LOVE, we shouted from the rooftops, sang praises, told it like it is, applauded, congratulated, and extolled virtues to a few very rad brands, doing very AWESOME things.

From The Last Line to Something Navy, plus AKID and more, we covered our go-tos for mom and kids. Here’s a look at a few of the brands we love.


The Last Line @thelastlinela

We can’t get enough of this direct-to-consumer, LA-based, luxury-yet-reasonably-priced jewelry line from husband and wife duo (& parents of three!), Shelley and Teddy Sanders—one look at their rainbow diamond pinky ring or distinctive tennis bracelets and we need not say more. Trust.


AKID @akidbrand

We’ve been eyeing this brand, founded by LA-based mom of three Ashleigh Dempster, since day one for their stylish, on-trend sneakers that rival our own shoe collections. Plus, there’s no better duo than the cutest kids shoes (ever!) paired with the most awesome kids clothes on the planet. Amiright?



Follain @follain

Because self-care is the new going-out (or something), we adore this thoughtfully curated and transparent beauty retailer founded by Boston-based mom Tara Foley. While studying law, Tara began questioning the realities of the beauty industry.  Horrified by what she discovered, she set out to offer a well-edited selection of trustworthy, non-toxic beauty products for everyone.


Hill House Home @hillhousehome

A line of luxe bedding and bath for dreamers co-founded by NYC-based mom Nell Diamond. We’re obsessed with this brand for its sweet nostalgic moments and insanely-amazing sheets.


La Ligne @lalignenyc

Versatile everyday essentials and statement pieces to eat drink and live in.  We adore this brand for their deep love of iconic stripes (because, same), and the fact that it was co-founded by three AWESOME women—Meredith Melling, Valerie Macaulay, and Molly Howard.


Something Navy @somethingnavy

This sell-out brand needs little introduction so it’s no surprise it has become our new go-to for super stylish, yet wearable pieces. Something Navy was founded by NYC-based mom and super-influencer Arielle Charnas in partnership with Nordstrom—and has proven to be the retailer’s most successful partnership ever.


One Potato @onepotatobox

One word: genius. Founded by LA-based mom, Catherine McCord, we can’t get enough of this brand’s delicious and organic meals that are ready for the whole family to enjoy in under 30 minutes (from start to finish!). Cleanup not included—sorry!


AUrate @Auratenewyork

We love this direct-to-consumer line of fine jewelry for their fairly-priced and sustainable gold creations. Founded by Sophie Kahn and Bouchra Ezzahraoui, Aurate allows us to feel indulgent and do a little good at the same time.


Roxanne Assoulin @roxanneassoulin

Did someone say arm party? As the originator of the wrist soiree, we’re obsessed with  NYC-based mom, Roxanne Assoulin’s namesake cult jewelry line. With a simple objective to “make people smile” (and that it does), her iconic Chiclet-inspired, colorful-enamel-tiled bracelets and chokers are all the rage.


State Bags @statebags

Founded by rockstar couple and parents of two, Jacq and Scot Tatelman, State Bags is on a mission to give back (pack!). For every bag sold they support American children and families in need—in the ways they need it most. How awesome is that?


Petite’N’ Pretty @petitenpretty

We’re obsessed with this brand’s supercute collection of age-appropriate beauty products for kids. Now that they can have their own makeup bag, maybe they’ll stop raiding yours…


Lingua Franca @linguafrancanyc

Hello embroidered cashmere amazingness, we love you so. As founder-and-mom Rachelle Hruska says, it all started with a stitch (and a few hip hop lyrics) which blossomed into a full line of sustainably-sourced, fair trade luxury cashmere sweaters, hand-stitched by women in NYC. Respect.


Lele Sadoughi @lele_sadoughi

More is more is more when it comes to Lele Sadoughi’s self-proclaimed maximal line of accessories—an approach we love and admire. From signature headbands to statement earrings, this NYC-based mom launched her line with an aim to add a little something awesome to every outfit.


Loeffler Randall @loefflerrandall

With the belief that creativity moves us all forward, Loeffler Randall has been a mainstay in our closest for years. Founded by husband and wife team, Jessie Randall and Brian Murphy, we admire this brand for their attention to detail and love of design that’s reflected throughout their super-stylish, and always comfortable collection of shoes.