Australia-based jewelry brand Emma Pills received an influencer investment ahead of its launch in the United States.
Natasha Oakley, co-founder of trendy swimwear brand Monday Swimwear, invested in Emma Pills and took on the role of CEO. The company, founded by Emma Pillemer, 19, joins Oakley’s growing portfolio, which includes Jacqui Kingswell’s workout platform The Pilates Class in addition to Monday.
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Oakley’s investment in Emma Pills comes as the brand prepares to launch in the US, with Canada and UK coming at a later date. Pillemer’s designs – colorful and affordable costume jewelry, plated in 14k gold – are aimed at a Gen Z demographic the brand plans to reach through partnerships with American celebrities.
Speaking to WWD via Zoom, Oakley said she first met Pillemer while leading a photoshoot for The Pilates Class at Pillemer’s parents.
“Emma would be so sweet and give me jewelry,” Oakley said. “I slowly watched the line develop. Initially, I did not intend to invest or be part of the brand.
Over time, Pillemer’s “incredible, down-to-earth and caring” personality won over Oakley, the influencer-entrepreneur said.
In honor of her grandmother’s and mother’s experiences with breast cancer, Pillemer donates 50% of the net proceeds from each sale of her Pink OG earrings, $ 49, to the Center for Research on breast cancer until the end of the year.
Emma Pills is sold direct to the consumer and from Australian retailer The Iconic. Oakley plans to work with US-based retailers while strengthening the brand’s online business model.
“Selling directly to the consumer is my primary focus in every game,” Oakley said.
Oakley declined to offer a sales projection, but industry sources estimate Emma Pills will hit $ 1 million in revenue by 2023.
Oakley has said she intends to take on roles in the companies she chooses to invest in. She takes care of the creative direction of The Pilates Class and prepares Emma Pills’ next steps as CEO. She is a frequent model for Monday Swimwear, which industry sources estimate will hit $ 20 million in revenue next year.
Emma Pills is Oakley’s first investment that speaks directly to Gen Z, an audience Oakley wants to learn more about.
“My other businesses aren’t targeting this younger Gen Z demographic,” Oakley said. “We really want to target this 16-21 year old girl who wants to have fun and party, but the good thing is that anyone can wear the brand. [Pillemer] is meticulous about the quality of the design, so the brand is not demeaned by [offering] fun and trendy pieces.
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