Some brands you wear. Emi Jay is one you feel genuinely attached to. In this episode, Sophie Blowfield sits down with founder Julianne Goldmark — who, let's be honest, redefined the claw clip for an entire generation.
Julianne started Emi Jay back in 2009, at just 15. More than 15 years later it's a bona fide that-girl staple — worn by Hailey Bieber, Sofia Richie and Kendall Jenner.
It's now expanded into cult hairstyling products, and since launching in Sephora in 2025 has become one of the best-selling brands at Sephora, full stop.
She and Sophie get into building a brand world with a story around every product, the reality of the Sephora era, and why, after 15 years, her biggest lesson is simply to be patient.
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