Embri Shop Founder Briana Greer Is Empowering Fellow Mompreneurs
Embri Shop Founder, Briana Greer, is on a mission to let other mompreneurs know that it’s okay to take a step back in order to spring forward. The Arizona native’s business “baby,” EMBRI Shop was established unexpectedly and out of necessity. As Briana surfed the web for a good MacBook case and was unsuccessful, she chose the DIY route.
After posting her beautifully hand-crafted laptop case, she was met with rave reviews from friends and followers alike. This fueled her to start the EMBRI Shop, but soon after, Briana found herself struggling to keep up. Before sourcing a quality manufacturer, she was designing and making every order by hand. At one point, things became too overwhelming and she walked away from the business. In late 2019, Greer discovered the courage to begin again, and even during a pandemic, her business has grown bigger than ever.
Before starting Embri Shop, Briana attended and graduated from the Fashion Institute of Design and Merchandising (FIDM) in 2012 with a degree in Merchandise Marketing. Having developed her foundation in the fashion industry, she tried her hand at modeling and her efforts were well-received. After countless auditions, Briana was fortunate to land appearances in national campaigns for major brands such as Converse, Pacsun, and Call of Duty. The most unforgettable and valuable gig was appearing in a national broadcast advertisement for Call of Duty because it taught her that you can really do anything if you allow yourself to stay open to unexpected possibilities. The Call of Duty campaign also featured the late-great NBA superstar, Kobe Bryant, and was a huge success. This trailblazing Black woman entrepreneur has now stepped out from behind the veil and is putting a name to the face behind her company and career.
While Briana’s glamorous tech accessories store continues to expand (and inspire other entrepreneurs to imitate her,) the day-to-day reality is often a far stretch from glitter and rainbows. As the resilient and relentless operator of a six-figure business, her most important job is being a proud mom to her two children, ages six years old and seven months old. Being able to stay at home and raise her kids gives her a strong sense of empowerment and freedom, even if that means having to hide baby-vomit on her shirt while finishing a zoom meeting. Nevertheless, her journey is one of inspiration for any mother juggling children while in pursuit of their side hustle.
We Empower Magazine got an exclusive interview with Briana.
Tammy Reese: How would you describe your journey as an entrepreneur so far
Briana Greer: A rollercoaster. I have seen highs that made me feel like I was floating and unexpected lows that made me feel sick. I’ve learned that likely will not change, but now I anticipate the changes and they’re much easier to manage.
Tammy Reese: There was a point when you had to step back from the business. How do you balance your career and mental health now?
Briana Greer: I set boundaries and I understand very clearly what my priorities are. There is an order to things and I no longer make other people’s emergencies my own. I no longer feel the need to go out of my way to accommodate others unless it is something I consider to be in alignment with my overall list of priorities and goals. For example, my kids take every bit of my energy some days and when I am depleted, their health and safety come before their desire to play hike-n-seek.
Don’t get me wrong, I love hide-n- seek but some days, no. And I don’t feel guilty about it either because I know I have this boundary in place so I can recharge and show up entirely tomorrow instead of running myself into the ground (even more) today and not being fully present. Same with work. I focus on customer satisfaction and sales. Those are always at the top of my list and everything else falls in line behind.
Tammy Reese: There are many mompreneurs who may feel ashamed to step back or to start over. What would you say to them?
Briana Greer: I feel you! I get it! I have felt every ounce of guilt and even embarrassment that I’m sure other moms feel. It’s all just negative self-talk and none of it is real. Start over as often as you need to, but keep moving.
Tammy Reese: What was it like being a part of national campaigns for major brands such as Converse, Pacsun, and Call of Duty?
Briana Greer: So. Much. Fun! When I was in the Call of Duty commercial, I went to New York City with a few friends to celebrate. We were walking in Times Square and looked up and saw this MASSIVE billboard with me on it. We all started running down the street so we could be right under it. Everyone around us was so confused. And maybe a little concerned. I was in shock. Definitely one of the coolest experiences of my life. I had no idea it was even there.
I love modeling and I hope I can do it for the rest of my life. Even if it’s one campaign a year or every 5 years. It’s usually a cool location, you meet really cool and creative people that you probably otherwise would never meet, and it’s a fun break in the day-to-day routine. I’ll always stay open to new experiences!
Tammy Reese: Numerous celebrities have shown love to your brand, how does that make you feel?
Briana Greer: Validating. As cringy as I feel admitting it when people genuinely love what I have created, it is incredibly validating. It is fuel to keep going, keep creating.
Tammy Reese: What are some other memorable moments in your career so far?
Briana Greer: I used to be an assistant for someone in the music industry. During that time, I would sit in on calls with high-level executives, take notes, and just listen. They would talk about album rollouts, marketing campaigns, strategic partnerships, all kinds of things, and I would just listen.
I didn’t realize how important these calls would be for me because I was just doing my job. But they taught me that no matter the title we are all just human, everyone makes mistakes, and to succeed you don’t need to know EVERYTHING. You just need to know how to find the answer when you need it. That was the mindset shift I needed.
Tammy Reese: What impact do you intend to make on the world as Founder of Embri Shop?
Briana Greer: I want to be an example of how you can do whatever it is you want to do with your life, even if it takes you a few tries to figure it all out. You can define entrepreneurship for yourself. You can do business your way. You can create a life you love to live. Just keep going. Stay clear on your priorities and keep going!
Tammy Reese: What vital information would you like for our readers to know about your business and the work that you do?
Briana Greer: We do our best. We do everything we can with what we have to provide a quality customer experience, quality product, and operate with integrity. We give back, we hire freelancers, and work with other small businesses. When you support us, you support small and that goes a long way!
Tammy Reese: Any Embri Shop recommendations?
Briana Greer: We have new items coming in July that I am super excited about! But in the meantime, my current faves are the Rose Tie Dye and Neon Pink Glitter. Because… Spring.:)