Emma Grede

You are just going to literally test and learn and tear it up if it doesn't work.

So here we are.

You have this unbelievable career.

You do a lot of really impressive brand deals and partnerships.

You grow the platform.

You really get to like this unbelievable

unbelievable presence on YouTube and as an influencer.

And you decide that that's not enough for you.

It's never enough.

It's never enough.

But I think it's really interesting because you really want to kind of take this visibility that you've grown and turn it into value, I'm imagining.

I feel like there was a point in my career where I really felt as a consultant, like I was making money for everybody else but myself.

I was taking the consultancy check and everyone was making millions of dollars out of my ideas.

And I was like, wow, I need ownership.

Was there a similar turning point for you?

Like when you decided to set up your brand, like at what point

Were you just like, I got to do this.

I don't have a choice.

But at that point, and I want to kind of go back almost before we go forward, because you had done a lot of big brand partnerships.

And I want to really understand how were those, how were those brand deals structured?