How one entrepreneur built an ethical women's lifestyle clothing brand using transparency & authenticity.
Emily Jaime is the designer and founder of YIREH. She started the brand early in 2014 (when she was 22 years old!), without a background in fashion or business. She has built her online boutique with the desire to not only design functional and easy to wear clothing for women, but to also empower and encourage them to live their best lives.
Kurt Elster: Hello, and welcome back to The Unofficial Shopify Podcast. I’m your host, Kurt Elster, recording from Ethercycle HQ, on the fifth floor of the professional building in Westfield Old Orchard Mall. As I look out over all this glorious retail parking lot, I can kind of see the city skyline. Mostly there’s a DoubleTree Hotel in the way, if I’m honest, but that doesn’t sound as good, does it?
So, I love the business I’ve built, and part of that, it’s like truthfully it’s a lifestyle business in that it reflects my lifestyle, and if it reflects my lifestyle, it has to reflect my beliefs. And those beliefs are reasons for our success. Having those core principles really helps guide you in knowing this is what I want to be doing. It helps you be happier with it, it helps you enjoy your business more. It helps you love it, and that helps you invest more time in it and succeed as a result. So yeah, the end goal is to support your lifestyle and make money, but it is a means to an end in that sense.
So, like for us, we wanted to be an independent company in that we didn’t want to take debt or have investors, and we want to work with other entrepreneurs that share those values. If you raise venture capital, that’s fine, but you’re not a good fit for us, right? So, that’s one of our say five or six core values, and I think it’s important to have those, and certainly you may even be able to build a business along those lines by following those values and finding other people that share them with you. And our guest today has been able to do that over the last five years. Starting from zero, building a tremendous brand, starting only when she was 22. We were joined by Emily Jaime, who is the founder of YIREH, and YIREH’s main goal is to make getting dressed easy.
They are a socially conscious and ethically made fashion and home décor brand, with easy to wear and easy to pack clothing for the modern traveler and everyday woman. And Emily Jaime built her online boutique with the desire to not only design functional, easy to wear clothing, but also empower and encourage women to live their best lives. I can’t disagree with that. That sounds great! Emily, thank you for joining us.
Emily Jaime: Yes, thank you so much for having me. I’m really excited to be on your show. I’m such a big fan, so this is awesome for me.
Kurt Elster: No, I appreciate it. Yeah, the pleasure is mine. Tell me about YIREH. What is it? Where’d the name come from?
Emily Jaime: Yeah, so YIREH is actually Hebrew for will provide, and growing up, it is something… It’s kind of like a mantra I guess I always had throughout my life, always just thinking when hard times come, things will be provided, and so it’s something that I always told myself, and in building a brand, it was something that always stuck along me throughout my life. And then switching to creating an ethically-made women’s clothing brand, and wanting to do the same for other women, and other people, and the makers of our clothing, it just was the perfect fit.
Kurt Elster: And have you found that to be the case? Has the universe provided?
Emily Jaime: Yes. I’ve never gone without anything I haven’t needed, and so it’s always been… If you put it out there, I really do think that it comes to you.
Kurt Elster: You know what? I’m not necessarily a spiritual person, but I have to agree that that has been my experience, and I think it’s largely like if you have that belief, it speaks to a larger mindset that is very enabling. I think it fits with an abundance mindset, and certainly I’ve had this experience where over and over, one door shuts, or we suddenly develop some need, and suddenly a new opportunity arises, sometimes the same day, that fills that gap, that solves that problem, and it has been… Embracing that and having faith in it has been tremendously freeing. At least I’m certainly less stressed.
Emily Jaime: Oh yeah. Definitely. And it’s like it helps you, especially in business, there’s so many ebbs and flows, and you’re unsure of what tomorrow is even gonna bring sometimes. But to have that mindset of abundance, or the universe will provide, or however you want to think of it that fits into your life, you can always rely on that to know that, “Okay, everything’s gonna be okay. I can take a deep breath. This wasn’t the door for me, chapter, whatever. Something else is coming.”
Kurt Elster: It’s such a positive way to live. So, how did that belief translate into a business? How did you start this brand back in 2014, when you were just 22? That’s crazy! And wonderful! Congrats!
Emily Jaime: Thank you. Yeah, it was. It’s been a crazy journey. So, I’ve always been in love with the country Indonesia, and I actually moved there when I was 22. I got a scholarship to study abroad, anywhere in the world that I wanted, and I chose Bali, which isn’t known for its education, but I was so in love with the people and the culture there that I wanted to immerse myself more into it, kind of learn about the culture in general, and the language, and so I moved there in 2014, and while I was there studying, I started to find my mind was more on the textiles of the country, and the beautiful creators, and it seemed like you could make almost anything your heart desired.
So, being a very creative person, I was like, “Oh my gosh, I can make anything here. I could make a purse, I could make this, I could make that,” and so I just started to dream, and I ended up meeting a family, randomly, who came up to me, and they were like, “Hey, do you want to make T-shirts?” And I was like, “Hi, I’m Emily. I’m not sure if I want to make T-shirts, but that’s a possibility. I’ve been seeing all these things, and I’ve been thinking that maybe I do want to make something.” And they were like, “Cool! Do you want to come have tea with me?” And being 22, you’re super naïve. I don’t recommend doing this with everybody.
But I was like, “Yeah, I’ll come to your house and have tea.” And I sat down, and there was a huge language barrier. I was only just learning Indonesian, but getting to hear a little bit of their story, and they were a seamstress family by trade, and just seeing how they worked, and how me creating, placing an order through them could really have such a big impact on their lives, and on their family’s financial gain, that it made me want to do that, and want to support them. And so, that’s kind of how it started was it was with the… I have the desire to create, and then I see a need, and I wanted to mesh those two together.
Kurt Elster: I certainly see the desire to create. I love creating stuff. You get that dopamine rush of productivity, and that I think truly is achievement and happiness, but where was the need you saw, and how did this turn into your business as it is now? What happened next? Help me make the leap.
Emily Jaime: Yeah, yeah, definitely. So, I see business as different stages, so back then we were in the infant stage. I didn’t know what I was doing, I just saw the need back then was to help financially support this family who was going through rough times, and I wanted to be a part of that, so I created one product to support them, and I was like, “I guess I’m gonna start a business when I get home after my trip.” It wasn’t like… I didn’t see the full picture yet.
And then when I got home, I created a website to sell my one product. It’s our Pantai short. It’s like an easy short to wear, and that is when I started to realize… It sold out within a month, and then I realized, “Wow, I’m affecting, I can affect so many more people with having a brand and a platform than just this one family,” whereas my mind was limited back then, and then I was like, “I can actually have a voice for women. I can empower. I can encourage. I can use this as a positive platform to really make women feel like their best selves.” Not just… Where the fashion industry, I feel like it’s the opposite, like they play off of women’s insecurities to make a sale, whereas I wanted to promote overall health and wellness, and create products to just accentuate that.
So, yeah, does that make sense?
Kurt Elster: Yeah, so you started the store, you had one product. How did you… The hard part when you’re in that infant stage is getting the audience, is getting anyone to pay attention, and then getting anyone at all to care. How did you manage that?
Emily Jaime: You know, I think Instagram was just starting-ish back then, so I really utilized that as a big tool, and I think from the beginning, I knew it was important to create good content. So, even before Instagram was all beautifully aesthetic, and you had to have all of this together, I knew that I needed good photos, if I was gonna be online, because people can’t touch and feel your fabric, so I had to relay all of that through my branding, and through images, and through captions, and through what I create, and especially on my website.
I knew that I couldn’t have just a slapped together thing. I had to put time, and thought, and effort, and I think through creating good content, really good content, then people started to take notice. Especially since it was so new back then, but now the same rules apply.
Kurt Elster: I think certainly there’s serendipity there for the people who started on Instagram five years ago and earlier. It was really a powerful time to jump on it, and that helped a lot of brands, like repeat guest Beav Brodie from Tactical Baby Gear. I mean, one of the things, like when I asked him, “Hey, how did you build your audience?” The answer was, “Well, we started on Instagram five years ago,” and the people who did that really got lucky, and at the time didn’t realize what they were investing in. Is Instagram still valid today? Can you still succeed with Instagram marketing?
Emily Jaime: You know, I think that it is a good tool for your business, but I don’t necessarily think that it’s your all-in. You can’t just be like, “I’m going to have an Instagram-run business.” It does seem to work for some people, but for the majority of businesses, I think it is just an asset to your business, and that you really do have to build other… authenticity in other places, as well. Not necessarily just relying on that platform.
Kurt Elster: And I think that’s been my experience with Instagram, and the biggest issue with it is of the social media platforms, it is the least authentic. It is the fakest, by far. It’s very much like this follow-for-follow culture, and no one really paying attention. It’s a strange animal. Where… If you had to start over again today, where would you invest your time?
Emily Jaime: I would definitely invest my time in email newsletter marketing. I think that that is a very big key for any business, because I’m sure you’ve heard it before, and I’m sure your audience hears it before, but nobody can touch that list. There’s no algorithm messing with your email and all of that. It’s like those are the people that opted in to say, “I believe in you. I trust you. I want to hear more from you.” And they’re your most valuable customers, and you can literally create beautiful content and things centered and geared just towards them, and they are way more likely to see it, and open it, and engage with it.
Kurt Elster: I think a lot of people would absolutely 100% agree with you, but then the trouble they get into is they’re like, “All right, I’m gonna do more email. I totally believe in email. What the heck should I send people?” Right? And you have mastered content in your story, and engaging with people, and connecting with them. Give me the crash course. How do I… What does a good email marketing strategy look like for you?
Emily Jaime: So for me, it is storytelling, so the art of being able to be very relatable, and… Well, first let me back up. So, the three things I use are storytelling, relatability, and being very repetitive, so to break each of those down, people think in stories, so you can kind of process and understand things better when it’s told to you as a story, and you can see where you fit into that as well. So, if I’m just explaining marketing to you, it’s not gonna work out, but if I… You’re gonna be like, “Oh, that’s cool.” But if I use it in a story, to be like, “This fits into your life in this way, because it can serve you here and here,” you’re thinking about all of the things and filling in the gaps for yourself of how it works for you, and how you can see yourself using that product, or being a part of that brand or whatever.
So, storytelling is a huge tool, and then being relatable in that, so you don’t want to just necessarily… Email doesn’t have to be so proper. It can be very conversational, and I think people like it when it feels conversational, like you’re having coffee with somebody and reading your inbox is like having a discussion. And then being repetitive with your brand messaging, so you can’t always think that, “Oh, I said this once, I can never say it again.” People think that I’m just repeating myself over and over. Half the time, people aren’t necessarily listening, so being repetitive with your messaging, and repetitive with your storytelling, will really help you get that message across.
Kurt Elster: That’s impactful and brilliant advice. I think the mistake people get into is they, especially in school, they have beaten out a conversational tone, and the moment someone sits down to write, and it is in a business context, it completely changes how they write. It’s like you’re not writing a cover letter for your resume when you’re doing email marketing. You are trying to connect with the other humans who have opted in to receive your messages. So, try and make it feel one-on-one as opposed to one-to-many, and it absolutely works better.
That’s such good advice. Do you have any resources, books, guides, things that helped you figure this out along the way? Especially with those storytelling… Do you have any storytelling resources?
Emily Jaime: Well, I really like the book Story Brand, so I actually… I create a lot of my brand materials based off of that, like you… and it’s very basic. It’s basically using the story plot, they talk about how all good movies, the ones that do well, they have a clear beginning, middle, and end. You know what the narrative is. You know who the main character is. You know who the villain is, and you know… They take you through this little flow that you feel connected to.
And so, I feel like I try to use that in a lot of my marketing, and a lot of the things. It’s also been a lot of trial and error, like see what your audience relates to. Test things out. Don’t be afraid to try something, and see how they’re relating to, because it’s very much a two-way street, and to try to meet people where they’re at with it, as well. Say things that are in today’s modern media, or discuss whoever you think your brand, your ideal customer avatar is, or whoever you’re talking to, say things that will relate to them. And it makes it a lot easier if you bring it down to like you’re talking to one person, not the hundreds of people that are on your email list.
And then creating off of that will help you create better content for that one person.
Kurt Elster: And I’ll include a link in the show notes to that book, Building a Story Brand, because it… You’re not the first person to recommend it. It really is a great resource for figuring out that brand story and working through better copywriting. I’ve also noticed you have really tremendous video content. Tell me about, talk to me about that. This is the first year where I’ve doubled down on video, and it has been a great way to engage people, but it still… It’s a difficult, it’s a different medium. Talk to me about that.
Emily Jaime: Yeah, video is really hard. It’s not necessarily my favorite, because I… Especially, well, me being in front of the camera. If I’m filming other people, or we’re capturing something, I like that vision, but if you have to be in front of the camera, it’s a little bit harder. But I think it’s a necessary next step to add to any business, because people, especially if you’re online, people are more keen to… Say you’re selling a physical product, to see what it looks like on, to visually be able to kind of imagine themselves, of where they would wear it, what they would do in it, how it would flow on their body type. Or if you’re selling anything, they want to… Like YouTube. People go to YouTube all the time to look something up, to learn something, rather than just straight reading about something and trying to imagine it.
So, you’re kind of cutting out that one step, where people have to read, and then try to figure it out. You’re just giving it to them right there, and all they have to do is absorb. But it is very hard sometimes to be able to create it. It’s more expensive than photography, but I think it is a necessary tool for every business to be able to convert into more sales, and more trust building. I think video builds a lot of trust.
Kurt Elster: Yeah, we’ve noticed anytime we include video, it almost guaranteed to boost conversions, and I think part of it is the medium itself just conveys so much information so quickly and easily, you don’t have to rely on someone both reading everything and having adequate reading comprehension, or paying enough attention to it to understand it. Video cuts through all that noise, and by virtue, I think people understand, “Hey, video is hard to create, and not everybody has it,” so by virtue of having video, it is a trust indicator. It adds a lot of professionalism.
You do a tremendous job. For our audience, check out just the hero video they use on their homepage is so engaging, and eye catching, and visually interesting.
Emily Jaime: Thank you.
Kurt Elster: Yeah, I sat there and watched the whole thing. It was so cool.
Emily Jaime: Well, I can’t take credit for it. I have an awesome videographer. Her name is Casey, and she does all of our photos and video, and just really has captured the essence of the brand, so I didn’t personally do it, so I can’t take full credit, but…
Kurt Elster: But you found her, you communicated the story, it worked. It’s so good.
Emily Jaime: Thank you.
Kurt Elster: So, that video, certainly it helps YIREH stand out from the crowd, from other women’s clothing boutiques, and on Shopify, fashion and apparel is I believe the biggest vertical, so there’s a ton of competition there. It really… It’s a difficult place to stand out and succeed. You’ve managed it. What are you doing that makes you stand out?
Emily Jaime: Yeah. I feel like it is very hard. There are clothing boutiques everywhere, and to try to convert yours into actual sales, like you can make the most beautiful platform, but then to actually have a customer, it is really hard, and I think what kind of separates us from the other people on Shopify is that number one, we’re responsibly made, so as you mentioned in the beginning, I do have brand ethics that I stick to, and that I do repeat over and over. But I think that it mainly comes from the fact of, and I mentioned this a little bit earlier, about the fashion narrative, where usually clothing companies, or brands, or just the fashion industry in general, plays off of women’s insecurities.
So, somebody will already be feeling negatively about themselves, and want to fix it, and then a clothing company will be there to say, “Here, wear this and you’ll feel better.” Whereas I feel like YIREH really tries to focus on women’s health, mental health and wellness first, and then letting our clothing and our products be an accessory to that. Not necessarily meaning that they need it to be whole, but just to be an accent to it. To be like, “I am already amazing, and this dress makes me feel more amazing.” So, I think anybody can kind of recreate that model, and really… If you truly care about your customers, and what you’re making, and then kind of put that into everything you do, so every bit of content you create is to tell a narrative that is empowering, encouraging, and really, you really care.
Kurt Elster: So, when you say you focus first on health and wellness, how do you do that? It’s through content marketing? That’s the message that gets repeated?
Emily Jaime: Yes, so in my email newsletters every month, I put out an encouraging note to women, to kind of meet them where they’re at, and with struggles that maybe I’m going through, like a note from the designer, to kind of relate on a personal level. And then in our social marketing, our clothing, we talk about our clothing a lot, but it’s kind of more of we talk about the women wearing the clothing first. So, I like to think of I’m creating clothes, but there’s a woman inside of my clothing that is thinking, breathing, feeling. She’s the one that’s gonna be purchasing my clothing, and I want her to be whole, and feel seen and valued first.
Because people are very smart. They know when you just want to take their money or whatever, and if you’re creating a business off of just wanting money, money, money, then sometime… I mean, it’s great. It’s great to want… have wealth. But I feel like if you… What we do is put that woman first, and then I feel like the brand and the clothing follows that, and I think people really appreciate that.
Kurt Elster: So, when we go to these Shopify partner conferences, there’s been four of them, one of the common themes in their ethos that they have carried through for four years has been we give more value than we take. And they always show it to us as like here’s the amount of revenue that Shopify, or here’s the amount of profit Shopify takes, and here’s the amount that they pay out to merchants and partners. And it’s a tremendous difference, so they have always stuck to that. It has clearly worked for them. I think you are following that same path there.
On that theme, why do you think it’s so important to create a product that empowers people? What made you want to do that?
Emily Jaime: Yeah. Well, first, that is a huge compliment. Thank you so much. To be compared to Shopify. But yes, I believe that it’s so important to create a product that empowers people, and this can be for all products, but if you’re creating from a place of passion, and something that you truly care about, that is going to show up in your branding, your marketing, and in the products themselves, and people are going to be more attracted to that because of what you just said. Value adding.
And if you’re empowering and encouraging people, they’re going to obvious… It’s gonna be a relationship. It’s a two-way street. It’s not just you trying to be bigger and sell to them, and then keep that going. It’s like, “I want to relate to you on a personal level. I want to care about what you’re doing. I want to care about what I’m making.” And putting that first, and then feeling like your product, if you believe that it will actually change people’s lives, no matter what you have, a dress, or you sell marketing content to other people to help them, if you believe that you’re being very helpful, then it’s gonna show through everything that you do.
Kurt Elster: What am I missing? Is there anything I should have asked that I haven’t? Anything I overlooked?
Emily Jaime: I don’t think so. I think you did a great job. We have so much, so many things coming over at YIREH. I’m really excited for the future of launching… We just launched an affiliate program that I’m excited about, and kind of letting customers more into our brand story, and into our brand on a personal level. I think that’s a powerful tool for a lot of businesses, and we’re hoping to do some digital products, and possibly a kids line, so there’s a lot of good things coming our way.
Kurt Elster: So, you’ve got an affiliate program, digital products coming, and more personal branding, behind-the-scenes stuff. Let’s unpack those. I think the simplest one there is probably the digital products. You talk a lot about health and wellness. I’m guessing it’s in that space.
Emily Jaime: Correct. Yeah.
Kurt Elster: What have you found difficult about that?
Emily Jaime: You know, it’s the learning curve of creating things like that, and also feeling… I feel like I get imposter syndrome every now and then, of like, “Who am I to be talking about these things all of the time?” Or, “Will people want to purchase the information that I have or these things that I’ve learned?” It’s a lot of quieting that voice, and just putting it out there in the world, and not being afraid to do it. I think that is the biggest thing, is just getting the drive to want to do it, to not feel that rejection, like, “Oh, what if it doesn’t work out?” But yeah, I think that’s the biggest thing.
Kurt Elster: How do you get over that? How did you get over that?
Emily Jaime: Well, I think it’s just trying over and over again, and if things don’t work out, or if you do fail, to just know it’s not the end of the world, and most likely not that many… You know, people are so busy and wrapped up in what they’re doing, it’s not like your public failure is going to be their ultimate focus throughout their day. People are gonna realize it, and they’re gonna go on with their lives, and you should, too.
Kurt Elster: That is one of the most freeing things I learned in my adult life, is everyone is dealing with their own shit. They don’t… A normal, healthy individual does not have the mental free time to just be worrying and obsessing about the dumb thing some stranger did. They don’t care, and even if they did notice, and did care, how long are they gonna care for? An hour? A day? A week? It will all be forgotten unless you do something truly horrific, which I seriously doubt anyone listening’s going to do.
But once you accept that, it really does… It frees you up to not be afraid of failure, and that’s what enables you to try stuff. And unless you’re doing stuff that makes you a little bit nervous, you’re not gonna get very far, right? If you play it safe, risk reward, you can do okay, but if you want to really have fun with it, and really, really see where you can go, you gotta do stuff that scares you a little bit.
Emily Jaime: Yeah, and then on the opposite side, what if it does work out, and what if it is amazing, and if you were too scared to do it and jump out, then what would have happened? You wouldn’t have had that, so it’s you can’t live by fear.
Kurt Elster: Absolutely. So, you’re launching this affiliate program.
Emily Jaime: Yes.
Kurt Elster: I find the hardest part about affiliate program is that you have to market it. They don’t just sell themselves. How are you going about attracting affiliates? What will you do to help ensure the success of your affiliate program?
Emily Jaime: You know what, yeah. I’m finding that it is more than just putting it on there and being like, “Okay, the people are gonna come.” But I haven’t… It hasn’t fully launched yet. We’re launching it soon. But my plan is to already reach within our customer bases, so I’m not necessarily gonna start with reaching out to huge influencers and all of that. I’m gonna reach out to the girls who are already obsessed with the brand, or really like the brand, and see where they fit into the brand messaging, and then give them rewards for wearing and telling our story, because they’re already doing it. And so, just to do it on a more intensified level, and I think that that is going to be our model, and so I don’t have to reach out super far outside of our pool to market. It’s more of just within YIREH’s already little tribe.
Kurt Elster: I like it. I think that’s smart. You’re saying, “Hey, here are my true fans. Let’s work with them. They’re already engaged in word of mouth. Let’s enable them. Let’s give them the tools.” That’s a smart strategy.
Emily Jaime: Thank you.
Kurt Elster: The last thing I want to hear more about, unpack, is you said, “All right, I want to do more personal messaging. Let people in on it.” I guess go behind the scenes. I thought you were already doing that well. How are you gonna go more personal, more engaging?
Emily Jaime: Oh, what do you mean? I’m sorry. I might have missed that part.
Kurt Elster: I thought in your… The three things ahead, I thought one of them was it was like affiliate marketing, digital products, and I thought the third one was going more personal with marketing. I may be wrong, we could just cut it.
Emily Jaime: No. No, no, no. It was… I was said I was gonna actually make a kids line. It’s a kids clothing line.
Kurt Elster: Oh. All right. Totally missed that.
Emily Jaime: Yeah. No, it’s totally fine. I’m a new mom, so I’m getting really excited about the idea of having matching prints, and things like that for mother and their daughters, so that’s a possibly… a new avenue that I’m gonna go down.
Kurt Elster: When you do it, will you do anything to validate it first?
Emily Jaime: What do you mean?
Kurt Elster: You could just say, “You know what, I’m gonna make this and see what happens,” and put it out there and launch a new line, or will you talk to customers, survey customers, say, “Hey, would you buy this,” before you do it?
Emily Jaime: Oh, I’m definitely gonna survey. I find that you can create these really cool surveys I think on SurveyMonkey, and there’s a few other… I think Shopify even has some cool apps where you can create surveys off of them, and kind of see what are moms looking for? What is the price range that they’re willing to spend for a well-made children’s outfit? Is matching sets something that they actually want? And even Instagram polls in your stories I find is beneficial in both ways. You get a lot of engagement off of it, and then you get honest answers of what people want, so I do think it’s important to survey before you create.
Kurt Elster: And final question, you’ve been at this for five years. What would you go back and tell yourself if you were starting over? One thing you would do differently, what would it be?
Emily Jaime: I would tell myself to relax a little bit. I feel like I worry a lot, and I stress out a lot, and this goes… I guess it’s being a little hypocritical, because my brand, my name is will provide, but sometimes I can get away from that, and kind of focus, hyper focus on the day’s activities, or the tasks that aren’t being done, but to kind of relax a little bit, take a deep breath, and to rely more on the bigger picture, rather than the daily fires that you have to put out, and to know that it can be fun, and it can be an enjoyable thing. Business doesn’t just have to be this stressful entity. It can be amazing opportunity to really pursue your passions.
Kurt Elster: But for someone who worries a lot, and beats themselves up, that really is… It is freeing and powerful advice. One of the most impactful things my therapist ever told me was she just said, “Kurt, you’re too hard on yourself. Don’t be so hard on yourself. You’re beating yourself up all the time.” It had never occurred to me. I had no idea. And so, hearing that from an independent third party is… Oh my gosh. And over time, I just kept reminding myself it, reminding myself of it, and suddenly I got less anxious, and less anxious, and more happy, and so it is good advice to give yourself if you go back in time. Like, “Hey, just chill. It’ll be okay. Don’t beat yourself up.”
Emily Jaime: Yeah, and I think as entrepreneurs, too, I think we… I’m finding a lot of us tend to do that, and it’s like we put so much pressure on ourselves to be somewhere by a certain age, by a certain time, by certain years in business, but everybody’s on a totally different journey, a different path, and yeah, you’re your longest relationship with yourself, so you can’t just be mean all the time.
Kurt Elster: I like that. You’re your longest relationship with yourself. That’s good.
Emily Jaime: Thank you.
Kurt Elster: So, where can people go to learn more about you?
Emily Jaime: Yes, you can go to Shop YIREH, which is Y-I-R-E-H dot com, or find us on Instagram, which is YIREH_, and again, you spell it Y-I-R-E-H.
Kurt Elster: I will include both of those links in the show notes, and I have here in my notes, it said that you will be offering an exclusive discount code to your online store for listeners.
Emily Jaime: Yeah, so anybody who is listening can get 15% off your entire order with discount code UNOFFICIAL.
Kurt Elster: Cool. Yeah, I will get that in the show notes, as well.
Emily Jaime: Thank you.
Kurt Elster: Use code UNOFFICIAL for 15% off your order. Boom. Got it.
Emily Jaime: Yay.
Kurt Elster: Well, thank you, Emily. I appreciate it. This has been really insightful, and inspiring, and thank you again for sharing that journey with us.
Emily Jaime: Yes, thank you so much for having me. It was an honor.
Kurt Elster: My pleasure. Talk soon.
Emily Jaime: All right.