With 25.4 million Instagram followers, Emily Ratajkowski has an audience equivalent to the combined populations of New York, London, LA and Singapore. She's used that to self-fund her Inamorata brand, which she markets almost exclusively through her Instagram and has been profitable since launch.
You've been modeling, acting and influencing for a very long time. What made you decide to found a company?
. A lot of those deals were licensing deals, which means that I was lending my name and my creative direction to a brand and then getting a small percentage of the profits in addition to a flat fee. I'd get this nice check for this small percentage, and I started being like,"Okay, this is crazy, because that means they're making that much more than me and I really helped with the sale of this.
What's great about having followers, and people signing up for our email is that we get a lot of data on those customers and their shopping tendencies. I have been running Emrata for quite a long time now and have a pretty good understanding of what my followers respond to. It's about building that out. But what's really fun about it is there's no calendar—we're not relying on anybody else, except our own information and our customer.
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