In the crowded world of beauty and haircare, Emi Jay has carved out a space by turning utilitarian accessories into objects of desire. Founded in 2009 by Julianne Goldmark, the brand emerged out of a teenager’s yearning for personal expression — crafting hair ties in her bedroom — and has since grown into a name beloved by Gen Z and beyond.
From Clips to Cult Status
At the heart of Emi Jay’s appeal is its lineup of signature hair clips — bold, eye-catching, and endlessly Instagrammable. Their “Big Effing Clip,” with its playful name and striking design, has become emblematic of the brand. The brand’s pieces have been styled on celebrities like Sofia Richie, Kendall Jenner, and Hailey Bieber, reinforcing Emi Jay’s status as an It-girl favorite.
One measure of Emi Jay’s cultural impact: among younger consumers, “clip” is often replaced by “Emi Jay” — as in, “Where’s my Emi Jay?” — a testament to how the brand’s products have become synonymous with the category itself.
Community, Authenticity & Aspirations
Emi Jay’s identity is deeply tied to its community. It presents itself not just as a brand, but as a “club” for fans of expressive hair. The brand’s aesthetic — bold, feminine, and joyful — is carefully cultivated in its imagery, packaging, and product launches.
When Julianne Goldmark recounts the brand’s beginnings, she often speaks of creative resourcefulness and keeping the brand in line with personal taste — staying ahead of trends rather than chasing them.
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