emi jay founder julianne goldmark

Our Story

Growing up with a school uniform, Julianne Goldmark was always looking for ways to showcase her personal style and add to her mundane, everyday outfits. When hair accessories became her go-to form of self-expression, she decided to make her own. Goldmark launched Emi Jay alongside her mother in 2009 and underwent a brand refresh in 2019. The brand’s designs have been worn and supported by tastemakers including Hailey Bieber, Emma Chamberlain, Harry Styles, Oprah and more - landing Emi Jay on the Oprah’s Favorite Things list several years in a row. With notable collaborations with Sephora, Frankies Bikinis, Juicy Couture, and Summer Fridays, Emi Jay remains deeply committed to making original, unique and quality hair accessories for women of all ages and backgrounds. The full line includes a variety of staples that make styling easy and expressive, from elevated claw clips to headbands and specialty scrunchies.

With a rapidly expanding product line and loyal community, Emi Jay has evolved as a leading purveyor of women’s hair accessories across retail and e-commerce with partners including Revolve, Bloomingdale's and Urban Outfitters.

A Note from our founder

Our Values

A brand founded on bold femininity, supported by high-quality products. Both effective and effortless, Emi Jay takes a rare approach to hair and beauty, offering reliable products and a strong community.

♥ A mission to create effortless closet and accessory staples to promote self-expression

♥ To deliver unique and high-quality accessories for women of all ages and backgrounds

♥ Using packaging that includes reusable canvas pouchesand 30% recyclable post-consumer (PCR) materials

♥ From ideation to production, quality and usefulness forever remain our top priority

♥ Form and function for all hair types and textures

claw clips
julianne sketching hair clips next to swatches and a big effing clip in scorpio
Our Materials

♥ We are committed to using materials and packaging that are recyclable, re-usable, compostable, or biodegradable

♥ All hair clips and pins are made from a cellulose acetate base - a flexible and durable material that is petroleum-free, made from cotton, wood and pulp

♥ Our hair brushes are made with an organic bamboo base and bristles, adorned with cellulose acetate

♥ All cotton scrunchies are made from locally sourced up-cycled fabric and hand sewn in Los Angeles

♥ All silk scrunchies are made from 100% French silk charmeuse and hand sewn in Los Angeles