Emma Grede said a cold call to Kris Jenner launched her partnership with the Kardashian-Jenner family and built the Skims brand.
The move highlights the intersection of celebrity influence and strategic business operations in the modern apparel market. By leveraging the reach of the Kardashian-Jenner family, Grede transformed a startup concept into a global powerhouse.
Grede, the co-founder of Skims, sought a partnership and investment to scale her business ventures. She credits her proactive approach and willingness to take a risk on a direct call as the catalyst for her financial trajectory. "The difference between me and someone else is, I made it happen," Grede said.
Reports on the financial scale of the enterprise vary. Some sources value the Skims empire at $5 billion [3], while others place the brand valuation at $4 billion [2]. Despite these discrepancies, Grede's personal wealth has grown significantly. One report estimates her personal wealth generated from these choices at $567 million [1].
Grede has remained candid about the realities of balancing high-level entrepreneurship with personal life. "Women can’t have it all," Grede said. She further emphasized her pragmatic approach to leadership and the mechanics of the industry. "I have no delusions of who gets to run a business," Grede said.
The partnership with Kris Jenner provided more than just capital. It offered a direct pipeline to a massive, engaged audience, allowing Skims to bypass traditional marketing hurdles. This synergy between Grede's operational leadership and the family's cultural capital created a scalable model for the brand's rapid expansion.
“"The difference between me and someone else is, I made it happen."”
The growth of Skims illustrates a shift in retail where 'celebrity equity' is no longer just a marketing tool but a core component of a company's valuation. Grede's success demonstrates that combining professional operational expertise with a high-visibility personal brand can accelerate market penetration far faster than traditional venture capital paths alone.
