Emma Grede at Selfridges: Start With Yourself

Complicated Co attended a business and fashion event at Selfridges London, where entrepreneur Emma Grede spoke about her new book Start With Yourself.

Emma Grede is one of the most influential entrepreneurs in the global fashion industry. She is best known as the co-founder of Good American and a founding partner of SKIMS.

The event brought together founders, creatives, and small business owners to hear firsthand how Emma Grede built her career in the fashion industry and how her philosophy applies to both business success and personal growth.

For us as a small business, the session was not only insightful, but deeply relevant.

Start With Yourself: Key Lessons for Small Business Owners.

The core message is simple but powerful:

Success starts with you. Your mindset, your decisions, your boundaries and your ability to take ownership.

For entrepreneurs and small business owners, this message is especially important in today’s fast-moving digital world.

• Build confidence in your own decisions
• Understand your strengths and weaknesses
• Create opportunities rather than waiting for them

It’s a mindset shift that challenges traditional “hustle culture” and replaces it with intentional growth.

Work-Life Balance in Entrepreneurship: A Realistic Approach

One of the talked-about topics during the event was work-life balance — a key search topic for founders, creatives, and professionals alike.

Emma Grede reframed the concept entirely.

Rather than striving for a perfect balance between work and personal life, she described it as something fluid and personal, changing depending on your stage of life and business.

This perspective is particularly relevant for:

• Startup founders
• Small business owners
• Creatives working in fashion and lifestyle industries

Her approach removes the pressure of perfection and replaces it with flexibility and self-awareness.

Why Going Offline Matters More Than Ever

A major takeaway for us at Complicated Co was how closely Emma’s philosophy aligns with our mission: creating a world where people feel comfortable to go offline.

In a digital-first world dominated by social media, constant notifications, and always-on culture, stepping away is increasingly important for mental clarity and wellbeing.

• Setting boundaries with technology
• Prioritising real-life connections
• Spending time with loved ones without distraction

Going offline doesn’t mean disconnecting from ambition, it means reconnecting with what matters.

At Complicated Co, our mission remains the same: to encourage more people to step offline, reconnect, and create meaningful moments, whatever that looks like for them.

Because in the end, success doesn’t just come from what you build.

It starts with yourself.