Emma wears the Kayla Shirt in Hidden Hills and the Annabelle Long Short in Melody
Style Guide with Emma Goodwin
Hotelier, Creative Director, Designer, Brand Mastermind, Globetrotter
Meet Emma Goodwin - Hotelier, Creative Director, Designer, Brand Mastermind and Globetrotter. Most recently, leaving her mark on the travel industry as Co Founder and Brand Director of The Surfrider Hotel, an impeccably designed beach hotel located on the iconic Pacific Coast Highway in Malibu. The Australia native is now a female leader in the hospitality industry, her serendipitous journey starting in New York and eventually landing in her current home of California. We sat down with Emma to talk travel, hospitality, her go-to list of Californian to-dos and all that’s to come.
Isabel Tank in White
Daphne in Pina
What does a typical day in your world look like?
If only there was such thing as a typical day!
A few little practices I try to keep consistent are lemon water in the morning, a beach or neighborhood walk (LA has the best gardens) and phone off from 8pm every night.
How would you describe your daily uniform?
Timeless classics. Neutrals, crisp cottons, linens, great silhouettes. A touch of bohemian eclecticism thrown in for personality.
How has your personal style evolved or remained consistent over time?
As my life has become busier, my day to day is more uniformed and I rely on timeless classics to not have to think in the mornings.
Isabel Tank in White
Daphne in Pina
Can you remember the moment you decided to pursue hospitality? Can you tell us about your journey in the industry?
Traveling and seeking out the path less traveled has always brought joy to me. I think I've visited about 60 countried. As a little girl I used to dream of far-flung places and creating worlds and experiences.
I left my homeland, Australia, on an 8 week trip just after I finished College. I traveled for a few months, spent some time in Cuba and then landed in New York; young, broke and only knowing one person. That was 15 years ago and I’m yet to make it home. Since then, I’ve had a colorful career and some amazing life experiences, and, I think, developed a grit and resourcefulness that you only get when out of your element. Skills that are paramount in hospitality.
Funnily enough, when we opened The Surfrider, our first hotel, I had no formal or traditional hospitality experience, but was a very good traveler and had a very clear vision!! I saw hospitality through the lens of the guest and what I thought was missing in the hospitality space in the US. So, the path was more about one of serendipity and synchronicity and lots of hard work than a decision and plan to pursue hospitality. It came innately, as most things do when you enjoy them.
What do you love most about hospitality?
The people!
My journey in this industry has been colored with the most amazing humans, with eccentric and inspiring stories of their own. So many who have gone out of their way to support and so many who are now my closest friends. There’s a power in hospitality and travel; it breaks down borders.
Also, the job description is basically to make people happy and inspire them!! That’s a pretty cool job, in my opinion.
Kayla Shirt in Hidden Hills
Annabelle Long Short in Melody
Can you remember the moment you decided to pursue hospitality? Can you tell us about your journey in the industry?
Traveling and seeking out the path less traveled has always brought joy to me. As a little girl I used to dream of far-flung places and creating worlds and experiences.
I left my homeland, Australia, on an 8 week trip just after I finished College. I traveled for a few months, spent some time in Cuba and then landed in New York; young, broke and only knowing one person. That was 15 years ago and I’m yet to make it home. Since then, I’ve had a colorful career and some amazing life experiences, and, I think, developed a grit and resourcefulness that you only get when out of your element. Skills that are paramount in hospitality.
Funnily enough, when we opened The Surfrider, our first hotel, I had no formal or traditional hospitality experience, but was a very good traveler!! I saw hospitality through the lens of the guest and what I thought was missing in the hospitality space in the US. So, the path was more about one of serendipity and synchronicity than a decision and plan to pursue hospitality. It came innately, as most things do when you enjoy them.
What do you love most about hospitality?
The people!
My journey in this industry has been colored with the most amazing humans, with eccentric and inspiring stories of their own. So many who have gone out of their way to support and so many who are now my closest friends. There’s a power in hospitality and travel; it breaks down borders.
Also, the job description is basically to make people happy and inspire them!! That’s a pretty cool job, in my opinion.
Kayla Shirt in Hidden Hills
Annabelle Long Short in Melody
Isabel Tank in White
Daphne in Pina
"My journey in this industry has been colored with the most amazing humans, with eccentric and inspiring stories of their own. So many who have gone out of their way to support and so many who are now my closest friends. There’s a power in hospitality and travel; it breaks down borders."
Isabel Tank in White
Daphne in Pina
What are you working on that most excites you?
There’s a few things…
I’m in the process of building a market garden at home which is blissful.
More hotels!
I have a book in the works.
A furniture line.
A few residential design projects.
Renovating our own original Spanish home which is a fun trip back in time. Although, it’s always harder to design for yourself!!
A one-on-one mentoring and coaching program.
And, beyond my own projects, I’m working with a few other brands and hospitality businesses to help bring their dreams and business goals to fruition, which is extremely rewarding.
What’s your favorite thing about working with your husband?
Being able to engage with each other intellectually, to have each other’s back through the highs and lows, and inspire each other through work we both love. Matt’s a brilliant creative and businessman, and just a really good human – it’s an honor to be his partner in life and work.
Mostly though, it’s really fun!
Kayla Shirt in Optic White
Annabelle Long Short in Whitesides
What are your go-to LA recommendations for first time visitors?
For a design lover, visit some of the classic architectural masterpieces and case study houses. Eames House, Stahl House, Goldstein House, Lautner and Schindler Houses.
A day in Venice to live your California postcard dreams. Check out the boardwalk, Abbott Kinney and the Canals. I love Great White Café by my Aussie friends and sweet neighborhood bistro, Chez Tex, for an early evening wine and snack. Gjusta and Gjelina are also musts. A quick diversion to Santa Monica Proper for all your lobby dreams. Visit Surya Spa while you’re there. It’s heavenly.
The Getty, LACMA and The Broad for some impressive culture.
Zuma Beach for your Baywatch hit, though my picks are Big Dume and Leo Carillo.
Melrose for some shopping.
A Runyon Canyon hike for quintessential WEHO living.
Best road trip for LA Locals?
For a quick trip… the LA > Santa Barbara > Santa Ynez loop (via the PCH). I love stopping by Malibu, Summerland and Montecito, through Santa Barbara and then on to Los Olivos and Santa Ynez. Bell’s restaurant, SY Kitchen and Bar Le Cote are all fabulous for lunch. I love what the team at Bodega have done too. San Ysidro General store is a fun boutique. And you can’t leave “God’s Country” as they call it, without a cowboy hat.
For a longer trip… LA up to Big Sur along the PCH. It’s that feeling of freedom - music loud, windows down, wind in your hair. It’s my favorite escape from LA. If time is on your side, continue all the way up to Pt Reyes north of San Francisco. Explore the oyster shacks, vineyards, cheese stands, cute inns and wild landscapes. It’s a charming life up there.
If you had to choose, where are your 3 favorite places to travel?
Such a hard question…
Australia (is home considered travel?!)
The Mediterranean. We’ve been summering in Mallorca for years. I love Formentera and Sardinia too.
Mexico. I love that it has some of the most beautiful tropical beaches, as well as a cultural depth in places like Oaxaca and Mexico City.
European cities… it doesn’t get much better than Paris.
South East Asia. Patagonia for it’s wildness.
…I can’t decide!
Describe what your vacation wardrobe typically looks like…
The wardrobe is half the fun of travel, in my opinion! Always in context with my location, rather than a standard travel uniform.
Italy… bright colors, kaftans, big sunglasses, fabulous head scarves. Mexico… crochet bikinis, sarongs, bold prints. Paris… tailored staples, t shirts and jeans with a chic blazer. And so on.
A friend of mine, Heidi, has a platform called ‘Holiday St’ which is a go-to for Suitcase Edits -- fashion inspired by worldly destinations. It’s fabulous. She’ll even style a full vacation wardrobe for you ahead of your trip!
When do you feel the most confident?
When I truly believe in whatever it is I am doing and feel genuinely good about it. And, when I am inspiring others.
…a few days on a tropical island helps too.
Where do you feel the most at peace?
In nature. By the sea.
The best advice you’ve ever received?
Best is hard but something I always go back to…
“The grass is greenest wherever you water it.”