A conversation with Emma Zack [27/F/Brooklyn]
Madge Maril: Hello Emma!! Thank you for joining me on gchat this lovely evening. What are you up to today?
Emma Zack: HEY DARLIN! I'm here at my desk, doing my job. You know, the usual.
MM: Yes! Usual. What's your job?
EZ: Suppose you could say I have two! My day job (9-5) is as the publications manager at the Innocence Project. My other job, which only recently turned into another full-time job, is being the owner of a plus-sized vintage shop, Berriez!
MM: Well now I have to ask how you got into both.
EZ: Haha. Do it.
MM: How did you get into these two very different positions?
EZ: I'll start with the Innocence Project. I've studied prisons/criminology since I was a freshman in college. I worked in prisons/in the criminal justice sphere in college, and after college, decided that I wanted to continue on this path. I got a job at the Innocence Program in Boston, which then led me to the Innocence Project in NYC! And as for Berriez, I started it because I needed a hobby. I was (and still am tbh) really depressed, and needed something to get my mind smiling. Also, I had a bunch of clothing. Also also, I was shopping vintage online often and was never finding my size. So, all of those factors led me to start Berriez!
MM: So many questions — but maybe the weirdest one first. So you're from Boston, and now you live in NYC. What's that experience like? Do you feel like a cool New Yorker? I've heard that's a feeling.
EZ: Lol!! Quite the opposite, really. I oftentimes feel like a loser. I am a homebody and rarely leave the house, unlike most New Yorkers. Also, I move at a very slow pace, and New York is so. Freakin. Fast. It's hard to keep up. But, I will say that it's 854930574389574 times better than boring ole Boston!
MM: I've also heard about this fast pace. But honestly I don't think I know what it means? Is it more just how busy people are?
EZ: It's the strangest thing. Since I moved to New York, I've developed insomnia, am bad at responding to texts/keeping in touch with people (which I used to be so good at before NYC), and seeing people — even my best friends — is hard because everyone is just so "busy." Not sure what we're all doing, but all I know is that we're busy. Also, let's talk about how everyone here walks fast. I truly can't keep up. I walk so slow, and people make fun of me for it all the time… like, let a girl walk at her own pace!
MM: Hahaha that's really all I've ever connected in my brain before when I've heard about New Yorkers pace — like a literal fast walking pace.
EZ: It's true!
MM: And I know you have a ~ partner. Did y'all meet in Boston or NYC?
EZ: Nope, we met here in NYC!
MM: What was that like? Do you think the NYC climate of fast-paced energy affected it at all?
EZ: What was meeting my partner in NYC like?
MM: Yeah! It seems so idyllic to me, a midwesterner, while also seeming like it could be intense with how busy people are.
EZ: Oh yeah, it really just kind of happened. And I met him only a month after I moved here! It was so unplanned. When we met, I knew there was something there, something special. I wouldn't say it was NYC though — I'd say it was the ~universe~ and the timing of it all meeting each other at certain points in our lives where we could commit to each other, etc.
MM: So do you believe in fate?
EZ: Lol, no.
MM: Hahahaha.
EZ: But I believe that everything happens for a reason? Bad or good? Is that fate? I don't think so. I also don't believe in "1 tru luv.”
MM: I don't think I do either! Though I really did as a kid. Like X Files... I want to believe.
EZ: Totally… I did too! But not anymore, even though I love my partner so much. And want to stay with him.
MM: I think those two things can co exist, because same for me with mine — a love, but also realizing that there have been other people, and could be other people, and that you're actively choosing this one person right now though.
EZ: Exactly!
MM: Also while I am extremely enjoying this I can feel the unseen reader wanting me to ask you about Berriez.
EZ: Of course, of course. Lemme hear the questions!
MM: Where to begin! You mentioned a lot that I want to know more about — starting a business (can't imagine), starting a business with depression, online vintage, plus-size vintage. Can you tell me more about any of those things, whatever you want to tell me about?
EZ: Hmmmmmm. Well, I suppose when I started Berriez (formerly known as Fruity Looms), I didn't intend for it to be a "Business.” Or, rather, I didn't think of it as a business. I just thought of it as something I was doing in my free time with my friends (who would model for me).
MM: RIP Fruity Looms.
EZ: RIP FRUITY LOOMS 💔. It started to take off about 4 months in I'd say, that's when it started to get a bit more busy. Then, over the summer, it truly turned into a "business"/full-time job… it's still something I do in my free time, but it's no longer a hobby per se. It's a job. I still love it with all my heart! It's just a lot more work than when I started.
MM: I was about to ask — that can be hard, right? Turning a passion project into a job. I feel like it's not something that's talked about a lot, and people really idealize creatives who get to work in their own creative fields — especially fashion because glamour! Glam! But then there's this unspoken weight where you've morphed something you love into your "Career.”
EZ: Yup!! It's very weird, and I'm in this strange place where I really don't know what I'm doing or what I want to do, because I've done criminal justice work for so long, and Berriez really just popped in out of nowhere… do I want to take that risk? Leaving criminal justice to pursue Berriez full-time? I don't know! I suppose I could always go back. It doesn't seem reliable to me. It's scary.
MM: Why?
EZ: Well... money, for starters! And I work well having a set schedule. Wake up at 6 to work on Berriez, go to my other job, come home to work on Berriez. If I didn't have my other job, would it be hard for me to fill that time? Would I be strict enough with myself? Also, when I don't have structure, I fall into a depression. Although, shit, I'm depressed now and I have all the structure in the world! Also side note: not glamorizing this busy NYC lifestyle. It is not fun. It is not healthy. Wow, am I talking too much? It's like you're my therapist or something. Lemme take a step back, ha!
MM: Omg no. I love it! Please talk about this as much as you like. I think it's all important, especially the reality that goes on behind the Instagram screen (poetry, I know). Because real talk when I first met you online, I was like wow! Look at her! Doing it all! Fashion! Rising star! It's so easy to project those sort of things online.
EZ: Yep, yep. Instagram is a ~facade~ amiright?!?! Lmaoooo!! In reality... I'm just a homebody/stoner/depressed/anxious/chronically ill/loving gal.
MM: Which is so much better! And realer! Is it odd to interact with so many people in Berriez and also the Innocence Project that are sort of living that facade, do-it-all life? I feel like fashion and law may have close ties; it's all very ~chic~ non?
EZ: YES YES YES. Everyone's just trying to do it all and take care of themselves. But who are we doing it all for? That's what I've been asking myself lately.
MM: Do you feel like this intensity affects your style, and how you dress at work or on Instagram (your other work)?
EZ: Interesting question. I've never thought about it that way. I feel like Berriez has really really really helped me ~find my style~ which is like, middle school art teacher... Lol. Lots of color, lots of fun, lots of patterns.
I'm a bigger gal, but I don't give a fuck if something isn't "flattering" per se. I come to my day job at the IP dressed like this too, since we don't have a dress code. And I am always getting compliments from my coworkers! Although they may think I'm a little nutty. Today I am wearing space buns, a red and white checkered long sleeve shirt, rhinestone hoops, vintage Levi’s, and these funny looking boots. Oh well. Did that answer your question at all? Ha.
MM: Yes!! Were you surprised when your own personal aesthetic caught on online via Berriez? Not because it's ~weird~ (to me... It is perfect) but because I'd personally find it so nice/scary/surprising if the style I'd curated, my look, resonated with people like yours does.
EZ: I guess, like, I never thought of myself as having an "aesthetic." I've kind of just always worn what I wanted to/who I've been inspired by. My friends though have always told me that I have great style and encouraged me to start a public Instagram for my outfits, but I've always been too shy. With Berriez, I can do that without showing my face!
MM: Aw, that is so sweet. And so what does Emma Zack, stylish person, wear on a first date?
EZ: Hahahaha! I can tell you exactly what I wore on my first date with Aja. Which was three years ago, by the way! I would never wear this now. I wore tan Clarks, black opaque tights, a hunter green bodycon turtleneck midi dress (that really accentuated my curves), and a black bomber jacket. My goal was to show off my body in a modest way!
MM: Sensible. Sexy. So this would've been 2016?
EZ: Yep! Today... Hmm. I would probably still wear something to show off my body. I love my curves.
MM: Oh I'm a big show-off-on-the-first-date person. I wore the tiniest black dress on my first date with my bf. And it was also a turtleneck! I am just now realizing. I felt like it gave me that "I read books" vibe.
EZ: Hahaha, yup! Lol. For me it was, "I listen to jazz."
MM:: Yes! Because you're a jazz singer, right? Also would love to hear about your perfume/makeup combo if you remember it!
EZ: Yup! I sing jazz! That used to be my hobby, until I moved to New York and convinced myself that I wasn't good enough! Ha ha ha. Oh yes, I definitely remember it. I don't wear much makeup in general, so I was wearing mascara, concealer under my eyes, and maybe some chapstick! As for perfume, I was wearing Cannabis Santal by Fresh.
MM: What comes first for you, outfit or makeup or perfume?
EZ: Outfit, always! Makeup, I don't know how to put on makeup, so I always just wear the same thing. Perfume, I rotate between the same three perfumes (that are all musky).
MM: Which are?
EZ: The cannabis one, and then these two perfume oils that I can't remember the names of.
MM: Haha it's ok! I live for musk. This is maybe tangentially related but it's where my brain is going... How do you stay authentic to yourself? I feel like as soon as I started working in fashion, I had this huge feeling of shame, that I wasn't dressing right or knew the right stuff. Do you feel that? How do you defeat it?
EZ: I guess I don't feel it because I don't feel like I work in fashion? I mean, I suppose I do work in "fashion" or whatever, but the stakes aren't as high as working at a magazine or a blog or whatever! I just wear what I like at this point. Or what I feel like wearing!
And, as I've gotten older and more comfortable with myself, I've started to give less of a shit about what other people think of me or the way I dress. Don't get me wrong though, sometimes I'm totally like, do I look insane??? If I go to an event dressed like this, will I fit in?!
MM: Yes! Those are my main feelings, as someone who used to wear a ton of color and print and has been shying away from it.
EZ: Meh. Sometimes I feel like Berriez to be more minimal, and I need to sell more earth tones and plain shit like most vintage shops do. But that's just not me, that's never been me. I'm a straight-up maximalist hahahaha! That's not who Berriez is or why people like it!
MM: I really admire that about you! And your business! And that you have a business, haha.
EZ: Lol at me having a business.
MM: You do! You truly do!! Final question, since I know we've been chatting for a minute — how was your last first date?
EZ: Welp, it was in a dark bar, and it was with a cute dude who I'm still with to this day! So, I guess you could say it was a good one. 😉
MM: Ooooooo I would say so! Thank you so much for talking to me about so many things. Do you have any digital spaces you want to shout out?
EZ: Of course!! Thank you for asking me to talk!! I'm honored!! No, just @shopberriez!!! 😉❤
MM: You heard it hear first folks. Go follow the shop. Here*. Wow. Ok.
EZ: LOLOL!a
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