Emma Grede is calling on Black women everywhere to take a deeper look at how they think about money, success, and self-worth. As a powerhouse behind billion-dollar brands and a leading voice in business, Grede is using her platform—and her new book—to push an honest conversation about the habits and beliefs that may be holding many women back.
With her debut book Start With Yourself set for release on April 14, Grede is not just sharing business advice. Instead, she is offering a mindset shift. Her message is clear: building wealth starts from within, and too many Black women are still navigating money conversations without the tools or confidence they need.
Emma Grede on Money Mindset and Why Black Women Must Think Differently About Wealth
Grede does not hold back when it comes to how people view money. According to her, many women walk into financial opportunities without fully understanding what they are signing up for. As a result, they miss out on the power that comes with being informed and prepared.
“The conversation in your head should be, ‘Oh my goodness. Now the expectation is to 4X this, to 10X this, to 20X this,’” she explains.
In other words, money is not just a tool to make dreams come true—it comes with expectations, pressure, and responsibility. Therefore, Grede believes Black women must shift their thinking and approach these conversations with clarity and confidence. She emphasizes that the knowledge needed to succeed has often been kept out of reach, making it even more important to actively seek it out.
Breaking Old Thoughts and Habits That Keep Black Women Playing Small
At the heart of Grede’s message is the idea of “old thoughts.” These are the beliefs and habits shaped by past experiences—especially those rooted in fear, survival, or past disappointment. While these patterns once served a purpose, Grede argues they may no longer be helpful.
“We have to reckon with ourselves around what is useful,” she says.
For many Black women, these habits were built from watching others face consequences for wanting more or moving too boldly. However, Grede makes it clear that what once protected you can also limit you. As a result, growth requires letting go of what no longer serves your future, especially when it comes to money and opportunity.
From East London to Billion-Dollar Brands Building Confidence and Wealth
Before becoming a business leader connected to brands like SKIMS and Good American, Grede was simply a young girl growing up in East London. Raised by a single mother, she quickly realized that staying in the same environment would not lead to the life she wanted.
Although choosing herself once felt selfish, she now understands it as necessary. Over time, she learned that building wealth and success requires confidence and a willingness to step into new spaces—even when they feel unfamiliar.
Today, Grede says she never felt the need to prove anything to others. Instead, she focused on creating opportunities for herself and her family. That mindset, she believes, is key to long-term success.
Lessons on Failure Leadership and Owning Your Business Journey
Grede also speaks openly about failure, a topic many avoid. Having shut down a company herself, she understands the emotional weight that comes with things not working out. However, she challenges the idea that failure defines a person’s ability.
“You are not bad in business. You had a business that didn’t work,” she says.
This perspective is especially important for Black women who may already question their place in leadership. Grede encourages women to separate their identity from their setbacks. According to her, one failed venture does not mean you are not capable—it simply means you are learning.
Ultimately, her message is about ownership. Whether it is success or failure, every experience is part of the journey toward growth and financial independence.
