Emily Bordner, the founder of Kansas City-based accessories brand EB&Co, called into a special "Advice Line" episode of How I Built This with Guy Raz to get advice on managing her company's rapid growth. Speaking to host Guy Raz and guest Tim Ferriss, she introduced her business: "We specialize in sizeless gifting, and we have mainly hair accessories and jewelry. We were founded in 2012, and yeah, a Midwest girly."
The appearance highlighted the challenges of scaling a retail brand after experiencing a 50% sales spike from going viral. While the episode focused on the dilemma of balancing wholesale expansion against brick-and-mortar retail, host Guy Raz closed the segment with warm encouragement for the founder. "Emily Bordner, the brand is called EB&Co. Congrats. Good luck. Keep us posted." said Raz, signaling strong support for the Midwest brand's trajectory.
As EB&Co plots its next move, the brand's viral momentum puts it in a critical transition phase. Whether Emily Bordner leans heavily into wholesale or doubles down on her Kansas City retail roots, the business is now firmly on the national podcast map.