The married duo at the helm of the Kardashian-linked retail powerhouse shared that while managing a company alongside a spouse can be daunting, it is far from unachievable with the right mindset and mutual respect. Jens Grede, the CEO of Skims, appeared on a recent episode of his wife and business partner Emma Grede’s podcast, “Aspire,” where the two spoke candidly about the intricate intersection between personal affection and professional collaboration. Their discussion explored not only the emotional intricacies of blending love and business but also the deliberate strategies they employ to ensure both thrive in harmony rather than conflict.
Jens described the experience of working with Emma as something that brings him immense satisfaction and meaning, stating that it fills his work life with a profound sense of purpose and happiness. Nevertheless, he acknowledged that their professional partnership does not come without its difficulties. The two have remarkably distinct work styles—so different, in fact, that he likened them to being “galaxies apart.” He portrayed Emma as extraordinarily charismatic, approachable, and guided by emotion, which gives her an enviable ability to connect with people on an intuitive level. In contrast, Jens admitted that his own demeanor in business settings often carries an aura of reserve, and that he has occasionally been labeled as stoic or impersonal. Despite these stylistic disparities, he said their divergent methods tend to converge toward the same ultimate objective, even if their paths to achieving it may differ substantially.
To navigate their differences without disrupting the equilibrium of either their marriage or their company, the couple relies on a straightforward but powerful rule: “Whichever of us cares the most gets to decide,” Emma explained. This simple principle operates as a safeguard against unnecessary friction, resentment, or prolonged debates over authority. Once the person who feels most passionate about a matter takes the lead, the other partner commits wholeheartedly to supporting that decision. Jens reaffirmed this by adding that if one of them shows strong conviction in a particular approach, the other will back that choice completely—what he described as giving support “one hundred and ten percent.” That unwavering solidarity, they agreed, allows them to move forward with confidence and unity, even in moments of disagreement.
Jens also reflected on the broader lessons he has learned as an entrepreneur. He emphasized that success in business does not require an individual to get every decision right; rather, it depends on making a small number of truly pivotal, well-considered choices. A few intelligent, courageous decisions, he noted, can outweigh an array of minor missteps along the journey. The key lies in identifying those moments that truly define a company’s trajectory and committing to them without hesitation.
When conflicts do arise, the couple makes a conscious effort not to become entrenched in their respective points of view. Jens advised that in any professional partnership—especially one intertwined with a personal relationship—it is essential to de-escalate tension quickly and prevent disagreements from evolving into emotional standoffs. Remaining calm and solution-oriented, he said, ensures that discussions lead to progress rather than bitterness.
For others contemplating the idea of going into business with a significant other, Jens offered a straightforward but candid perspective. The best partnerships, he asserted, are those in which both individuals naturally complement each other’s weaknesses and deeply appreciate what the other brings to the table. In his view, if a couple needs to have an extended conversation about whether they can withstand the pressures of being both romantic and business partners, that hesitation itself might be a telling sign. As Jens bluntly concluded, “If you have to have the conversation, maybe you shouldn’t be partners—you’re doomed.” It was a humorous yet honest acknowledgment that the strength of such a partnership must come from intrinsic compatibility and mutual admiration, not merely from shared ambition or convenience.
Sourse: https://www.businessinsider.com/skims-ceo-cofounders-share-how-to-work-as-a-couple-2025-10
