Founded by: Julianne Goldmark and Emily Matson
Emi Jay was born in 2009 by then 8th graders and friends, Julianne and Emily. Inspired by the pervasive hair accessory trend but disappointed by the lack of affordable hair accessories, the girls decided to take matters into their own hands. One Saturday, Julianne’s mom drove them to L.A.’s Garment District where they found various materials and fabrics to experiment with. From there, they began exploring various ideas for hair accessories on Julianne’s bedroom floor with the intention of creating something unique for themselves, but with no sense of what would eventually come of this weekend hobby.
Their creative inspirations come from what they see in and around their native Los Angeles – the beach, the “athleisure”-driven approach to dressing, an effortless lifestyle that is still innovative, ahead of the curve, and quintessentially cool. With that in mind, they have always been on the search for that “go to garment”, something that transitions seamlessly from home to beach, from workout to going out – a staple that exists at the epicenter of our respective wardrobes (the Smoosh sweatshirt / classic tee). Not only are they on a quest for comfort, but for something that is versatile, chic and, consciously made with fabrics that are natural, organic and sustainable. All of their fabrics are knit in LA – which is a central component of their brand and they wouldn’t have it any other way.
Not only is LA where they both grew up and met, it was Downtown L.A. that was essentially the starting point for Emi-Jay. To have access to such resources in their beloved hometown is something they could never take for granted and has allowed their business to truly take root and grow.
“L.A. is a hive of creativity and I feel that now, more than ever, is attracting young creatives from around the country and the world to start businesses of their own. There is such a strong sense of innovation and collaboration present here that has always fueled our business and continues to inspire us,” says Emi Jay.