Bet on Yourself: Emory Jones on Building Paper Planes & Walking Your Own Path

Emory Jones went from a 13,000-person town in Maryland to Brooklyn at 16 with no family connections. Fashion was his communicator—the thing that helped him navigate rooms and build a career that spans Rocawear, Puma, and the creation of Paper Planes.

But Emory's real superpower isn't just design—it's understanding that people buy energy and lifestyle before they buy product. He shares how he helped bring Puma back into cultural conversation after years of being ignored and the moment a nickname from his past became a movement about self-belief.

This episode goes deep on building brands that match how you actually live, why comfort and function beat hype every time, and how walking—literally just walking with people—has become Emory's secret weapon for business, relationships, and creativity.

What You'll Learn:

Why you can't pick your customer anymore (and why that's actually freeing)How to be the best version of yourself in every room without losing your identityWhy paid marketing is an amplifier, not a driverThe power of building lifestyle brands around your actual lifestyleHow accountability to yourself changes everything

Emory: 
"Growing up, coming from where we come from, we wake up and bet on everything but ourselves. Everything—the gang, the block, anybody. We bet on everything but yourself."

"Fashion has always been my communicator. Before I know what you do or where you're at, I can figure you out by sight. That alone helped me balance rooms."

"If you're building something, you can't pick and choose who your customer is anymore. The guy across the street that you didn't think was your customer? That's your customer. Don't set yourself up for disappointment."

Links & Resources:

Follow Everett on LinkedIn: linkedin.com/in/everettksands Follow Emory on Instagram: @vegas_jonesLearn more about Paper Planes: www.paperplane.shopLearn more about Lendistry: lendistry.com

Keep the conversation going at smallbusinessunscripted.com

Timestamps:
01:00 – Early Career and Influences
02:05 – The Journey to New York and Rockawear
07:00 – Challenges and Lessons in Merchandising
10:35 – The Birth of Paper Planes
16:35 – Puma Collaboration and Legacy
21:40 – Bet on Yourself Philosophy
26:10 – Building a Lifestyle Brand
31:00 – Advice for Young Entrepreneurs
32:30 – Looking Forward: Plans for 2026

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