Having been rejected from a copywriting job for an online sex-toy business, Emma learned during the interview that women were out-buying men in the category for the first time ever. She became fascinated by this and the more she researched, the more she discovered that none of the major brands were set up or run by women. Believing that women deserve to be at the helm of their own pleasure and power, she decided to change that and launched Knude Society. 5 years later, Knude Society is still developing toys, lube, and accessories all designed to help women discover what pleasure actually means to them.