ImagiNation with Emily Hertz


Emily Hertz

Founder of Born on Fifth

Occupation: Founder, Born on Fifth

Age: 30

Favorite Productivity Tool: Planoly

Most Recommended App: Dropbox

Last Thing You Read: WSJ Off Duty


Instagram handle: @bornonfifth

Tell us about your journey? Where to begin?! How about day one. I was “Born on Fifth” quite literally...October Fifth on Fifth Avenue in New York City. After moving down south as a child and attending the University of Georgia where I majored in Magazine Journalism, I landed my first job at Spanx in Atlanta. I always had an interest in writing and fashion and my internships for Cosmopolitan and Amy Flurry, a freelance magazine writer, gave me great experience that jumpstarted my career.

I spent eight years at Spanx, working my way up from Marketing Coordinator to Director and learned an infinite amount from the brand’s founder, Sara Blakely (among many others!).

After having my daughter Elle on February Fifth of last year, I realized I wanted to flex my entrepreneurial muscle and was inspired by Sara Blakely herself who one day told me that I should start a fashion blog.

My blog and business is evolving day by day, but I primarily focus on documenting my style, life with a baby and throwing parties.

What what's your favorite part of your day? Honestly? Working out. It helps me clear my mind so that I can be my best self for my daughter, my husband and my business. Most days I get up at 5am to fit it in.

When do you feel most successful? It’s interesting...I’ve always defined success as being good at my job and now that I’m paving my own way that feeling is a little bit harder to nail down. I’m most-enjoying the moments that I connect with my readers and they tell me that something I’ve written or said has had a positive impact on them.

What do you do to recharge when you’re feeling drained? It depends on the season! When it’s cool outside, I love taking a walk around the block. It helps me clear my head. When it’s oppressively hot, I’ll retreat to somewhere like Treat Your hour of “me time” can make a world of difference.

What do you know today that you wish you would have known when you first got started as an entrepreneur? I feel like I’m still in the “first getting started” phase since I’m only 6 months in, but it’s true what they just takes time.

How do you optimize your day? This is something I still struggle with since starting my work-from-home life. I think getting my workout in at 5:30 am...since I make my own schedule now I have the flexibility to exercise later, but something about that early wakeup call makes me much more productive since my best thinking hours are in the morning.

Who is the person/people who allowed you to imagine more? My mentor Amy Flurry, who has been a pretty steady force in my life for over a decade. She was the first freelancer I met and she had (and has) this wildly successful career, on her own terms. I wouldn’t trade my time at Spanx for anything, but I think having worked in her home office all those years ago was an experience that led me to where I am today.

What does imagining more mean to you and your story? I think that for me, imagining more means actually taking the risk that pushes you out of your comfort zone. I’m a big ideas person and always have a vision before I actually figure out the way to make it work. I can imagine it, but imagining more closes the loop and brings idea to action.

If you could do more of one thing every day what would it be? I would write more. As a one woman show I’m hitting the streets trying to make connections and plan shoots and update the site and crop photos. I would love to have an extra couple of hours every day to write, so that when 5 o’clock hits I can give my daughter my undivided attention. As it stands I feel like there’s always something additional I should be doing at any given moment.

Favorite social media platform? I’m so visual, that Instagram is my favorite place to go for visual inspiration (especially with their new save feature). I like Pinterest, too!