Teen designers launch Emi-Jay in Korea
Julianne Goldmark, left, and Emily Matson are co-founders of Emi-Jay, an LA-based hair accessories company. The girls started their business when they were just 14 years old. Provided by Emi-Jay
Jun Ji-hyun, who recently starred in the hit drama “My Love From the Star,” wore her hair in two braids using the elastic hair ties invented by Matson and Goldmark, even before the ties were officially launched in Korea. And veteran actress Kong Hyo-jin, who sells out every item she wears, was also spotted wearing the elastic hair tie last summer.
Outside of Korea, Jennifer Aniston, Sarah Jessica Parker and Reese Witherspoon are some of the A-list celebrities who have been spotted wearing the hair ties of Matson and Goldmark, co-founders of Emi-Jay, a Los Angeles-based hair accessories company.
Did we mention that Matson is just 19 years old and Goldmark is 18?
Emi-Jay’s products are quite simple, although they come in hundreds of colors and prints. But those hair ties, invented when they were just 14, have helped Emi-Jay become a rising star in the world of fashion accessories.
Before they began their business, they were just fashion-forward girls who loved everything in the drama series “Gossip Girl.” They wanted to buy hair accessories worn by the stars of “Gossip Girl,” but they were way too expensive, so they decided to try making similar styles themselves.
They began by putting together their products on the floor of their bedrooms, with little knowledge that in just a few years they would be entrepreneurs leading a team of 30 or so full-time employees.
Emi-Jay recently launched here, starting with an official online shop, as well as at the fashion store Piccolobana in Sinsa-dong, southern Seoul.
Prices vary depending on the colors and prints, but a set of five solid hair ties costs 25,000 won ($24) on the Korean website.
In the United States, Emi-Jay hair ties and hair accessories are available at nationwide retail stores, and the company has been collaborating with companies like Spanx, the body-shaping underwear brand, and Splendid, another clothing company.
For the product launch in Seoul, the Korea JoongAng Daily talked to Goldmark, whose mother is Korean, via email.
Elastic hair ties of Emi-Jay come in various colors, patterns and prints.
“We were very lucky in that we didn’t have several designs or troubles when coming up with the first product,” she wrote.
That was probably because they were making hair ties for fun, not to impress others or pitch their ideas to investors.
Since everything was started by sheer fun, there were no priorities, either. “We didn’t have any intentions to start a company. So we really had zero priorities,” she said.
But the business gained a footing as they got a request for some chic and modern hair ties from famed hairstylist Chris McMillan, who also happened to be the hairstylist for Matson’s mother. The girls made a series of options for him, and a jet-black tie ended up being worn by Jennifer Aniston at a movie premier in 2012.
The following week, Marie Claire magazine called the girls and said it wanted to feature the hair ties in the fashion magazine. The girls didn’t even have a website at the time.
In 2012 alone, Emi-Jay sold six million elastic hair ties in the United States, and soon the company was booming.
But it takes more than just photos of a celebrity to build a successful brand.
“Our hair ties are simply a spin on a drugstore-bought hair tie,” said Goldmark. “But ours are made of the best elastics, and we also give 20 percent of our profits to charities. I think, besides all of that, our story is very inspiring to our customers and our clientele.”
Running a million-dollar company is surely a daunting task, and already there are many similar items available online and offline for cheaper prices. But Goldmark said she is never bothered by such similar products.
“At the end of the day, our products came first, and our story and charity aspect set us apart. It’s sort of flattering to have counterfeits, as long as they aren’t claiming to be Emi-Jay.”
As for other young girls who wish to become the next Emily and Julianne? Goldmark said you need to be open to whatever happens when interviewed by the U.S.-based online magazine The Everygirl.
“Don’t have expectations, let everything take you by surprise and you will not be disappointed,” she said. “I’ve learned to surround myself with supportive, fun and positive people. Anyone who’s negative or unsupportive isn’t worth your time. As long as I’m having fun and enjoying my job and the people around me, good things come together.”
BY SUNG SO-YOUNG [so@joongang.co.kr]
with the Korea JoongAng Daily
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