Julianne Goldmark is a Los Angeles native who has become a trendsetter in the world of hair and hair accessories. After hair accessories became her go-to form of self-expression because of private school uniforms, she launched Emi Jay at the age of 14 with her mother. The business began with homemade non-crease hair ties made from underwear elastics, but following a rebrand in 2019 evolved into scrunchies, hair clips, and headbands, known for colorful designs and vibrant patterns.

Emi Jay has been worn by multiple celebrities including Kendall Jenner, Bella Hadid, and Hailey Bieber. The company was also listed as one of Oprah’s Favorite Things, and was a recipient of the Harper’s Bazaar Hair Awards in 2024. Julianne was also featured on Forbes’ 30 Under 30 for retail and commerce in 2023.

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