Emma Grede

I kind of shrugged it off because it was one of those moments where the internet did what the internet does best and every single woman was in the comments.

I will comment myself.

What is this all about?

That's crazy.

What is this all about?

I want to go back and talk to you about this, you know, because you were starting in e-commerce when no one, especially in the luxury space, was really in it.

What was it that you saw that perhaps other brands missed?

So we had to be resourceful, as I said.

I'm interested in understanding what you chose in terms of categories and expansion.

Who gave you that blueprint?

Well, no one did.

So tell me a little bit about the catalyst for the brand really taking off, because I think about two things.

I think about this big Oprah moment, and then I think about the shoe and you could not walk down-

The shoe, your mother, the reaver.

But you couldn't walk down the street without seeing that bloody flat absolutely everywhere.

And I remember like I would go to Selfridges and there would just be a queue of women waiting for this shoe in any color that they could possibly get their hands on, which is so crazy to me.

Like what did it actually look like for the business?

How did you do it?

How did you take your family and what was going on in your personal life and this incredible brand that was on such a crazy trajectory?

How did you do it?