EB&Co

EB&Co is Emily Bordner’s Kansas City women’s accessories brand discussed in Advice Line with Tim Ferriss (August 2025). The episode says the company was founded in 2012, focuses on sizeless gifting, hair accessories, and jewelry, and sells through two brick-and-mortar stores, airport wholesale, and booths inside other stores.

The Advice Line question is whether to prioritize the channel producing the most current revenue or the channel growing fastest. EB&Co still gets most revenue from retail direct-to-consumer channels, but wholesale orders grew much faster after a celebrity exposure moment. Tim Ferriss warns that the Taylor Swift bump may not repeat, while Guy Raz suggests a focused wholesale hire and trade-show testing before committing to more stores.

Connections

• Emily Bordner - founder and caller.
• Tim Ferriss and Guy Raz - Advice Line advisors.
• Accidental Virality - celebrity-driven demand spike that may not be repeatable.
• Channel Focus Experiments - 6- to 12-month wholesale test versus more store expansion.
• Relationship-Led Growth, Distribution Led Product Building, Customer Pull, and Sustainable Growth Pace - related channel and founder-energy concepts.