Emma

And so I'm so interested in how you've been able to ring fence this incredible company and you've been able to keep everybody else out when seemingly it doesn't feel like it was this big strategic part of your plan. It was like essentially what you were left with and you had to focus on that.

And so I'm so interested in how you've been able to ring fence this incredible company and you've been able to keep everybody else out when seemingly it doesn't feel like it was this big strategic part of your plan. It was like essentially what you were left with and you had to focus on that.

But you're number one.

But you're number one.

Well, listen, that's just your mentality. That's unbelievable.

Well, listen, that's just your mentality. That's unbelievable.

So you feel like everything is anchoring back into that brand purpose.

So you feel like everything is anchoring back into that brand purpose.

But I think it's so interesting to think how your brain thinks because there'll be so many people listening to this podcast who want to start a business or have started a business. And your mentality is what makes you so interesting. It's your approach and your... Like the idea, like it kind of makes me laugh that you still feel like you're being constantly chased. And I get it.

But I think it's so interesting to think how your brain thinks because there'll be so many people listening to this podcast who want to start a business or have started a business. And your mentality is what makes you so interesting. It's your approach and your... Like the idea, like it kind of makes me laugh that you still feel like you're being constantly chased. And I get it.

And for you, I get, listen, I believe you, you're being constantly chased. But I think it's really interesting that you've orientated all of these businesses around this mission. And when you're starting out, do you think it's really important for young people or for people that are just like getting into something, is it important to orientate yourself around a mission?

And for you, I get, listen, I believe you, you're being constantly chased. But I think it's really interesting that you've orientated all of these businesses around this mission. And when you're starting out, do you think it's really important for young people or for people that are just like getting into something, is it important to orientate yourself around a mission?

Because I feel like we hear so much about purpose, about mission, about purpose-driven companies. And what does that even mean when you're beginning?

Because I feel like we hear so much about purpose, about mission, about purpose-driven companies. And what does that even mean when you're beginning?

And how much do you look at the competition? Because I am always looking at the competition.

And how much do you look at the competition? Because I am always looking at the competition.

Do you think everyone should do that? Because I don't think many people are honest about that, right? Then they're dumb. The entire fashion business works on the premise. Everybody cross shops, everybody's brand. Everybody looks at everything that's happening. And yet we all pretend that we don't. So I'm so interested in you just going, you see a feature on someone's website.

Do you think everyone should do that? Because I don't think many people are honest about that, right? Then they're dumb. The entire fashion business works on the premise. Everybody cross shops, everybody's brand. Everybody looks at everything that's happening. And yet we all pretend that we don't. So I'm so interested in you just going, you see a feature on someone's website.

You're like, I'm putting that in tomorrow.

You're like, I'm putting that in tomorrow.