A sparkling way to romanticize your routine, from first curl to final touch. A sparkling way to romanticize your routine, from first curl to final touch. When hair accessories became Julianne Goldmark's go-to form of self-expression, she decided to make her own. She launched Emi Jay alongside her mother in 2009, and since then the brand's designs have been worn and supported by celebrities including Hailey Bieber, Emma Chamberlain, and Harry Styles - even landing on the Oprah's Favorite Things list several years in a row.