Shop With: Emma Grace Moon, the DTC affiliate Queen behind Praize Studios.
Introducing my Shop With series. Shopping secrets, city recs—from shoppers who are not me. You’ll see more these.
I love conversations about shopping with people who work deep in the mechanics of the shopping world.
I was desperate to know how an expert in the strategy behind shoppable links - shops. Spoiler:
is not the shopper I was expecting! Or maybe… she was once, but not anymore.
I was first connected to Emma two years ago through the founder of a PR agency. Ultimately, the business didn’t go ahead with the agency but Emma has stayed on my radar. The Affiliate Whisperer.
There has been a lot of discussion about the affiliate model - why it’s bad, why it’s not. I love Emma’s take and the careful, considered strategy she’s applied to a business model that has sometimes misguidedly been seen as a dark art.
Full transparency, there are no affiliate links in this interview. Just a ton of curiosity about the shopper journey.
Ok, let’s start with…What does shopping mean to you?
If I'm being completely frank, I have a love/hate relationship with shopping—which might sound surprising coming from someone whose business revolves around driving revenue through affiliate marketing! Moving to France has transformed my perspective. Here, the culture emphasizes purchasing fewer, higher-quality items that last for years. This contrasts sharply with my experience in the US, where I found myself buying things like five new face serums in a single month. Since living in Paris, I've maintained the same skincare products (replenishing only when necessary).
I believe shopping serves an important purpose—helping us discover our personal taste, style, and values through the items we use daily. But I've come to appreciate that genuine brand loyalty creates a healthier relationship for both consumers and companies. When customers commit to brands they truly connect with, everyone benefits from that long-term relationship.
There’s a lot of information out there for brands and marketers about affiliate programs and all the benefits they provide. At the same time we’ve seen some mixed feelings from shoppers about affiliate links AND there are still a lot of shoppers who have no idea about what affiliate links are and how they work. Do you shop affiliates?
While publications should absolutely disclose their use of affiliate links (which they do), consumers shouldn't avoid content containing them. Affiliate marketing has become crucial for keeping quality publications viable as traditional ad revenue declines. As media outlets navigate AI’s disruption and shifting media consumption habits, affiliate partnerships help sustain the trusted content we all rely on. Like many shoppers, I regularly consult The Strategist, Wirecutter, and Byrdie before making purchase decisions—their expertise remains valuable regardless of the affiliate model supporting it in my opinion.
What are the last three things you actually bought?
1. I bought a beautiful shelving unit from Kave Home—a natural consequence of moving in with my boyfriend and feeling that inevitable urge to reimagine our shared space.
2. I restocked my skincare from Typology, replenishing the products that have earned their permanent place in my routine since moving to France.
3. I picked up James Baldwin's 'Nobody Knows My Name' from The Red Wheelbarrow Bookstore (one of the few English bookstores in Paris). This was a spontaneous purchase after spending a lazy day with a friend at Luxembourg Gardens. There's something irresistible about treating yourself to a new book after hours of relaxing in a Parisian park.
How would you describe your shopping type? Are you impulsive, intentional, a collector, a minimalist. Has that evolved over time?
My shopping style has evolved significantly over time. When I lived in New York City, I was definitely more of a compulsive accumulator—my apartment was filled with unused clothes, skincare products, and household items. I would buy random supplements without researching ingredients and was easily swayed by sales.
Living in France has transformed me into a more intentional shopper who values quality over quantity. Rather than splurging on trendy items like Alo Yoga workout sets (which I might donate in a year or two), I now invest in pieces with longevity and meaning—a Chanel lipstick or Sabre flatware that I'll cherish for years and possibly pass down to my children. This shift from compulsive to intentional purchasing has helped me focus on what truly matters: acquiring fewer but more special items that hold sentimental value and stand the test of time. I now constantly ask myself, 'How long will I cherish this?' before making a purchase.
When/where/how do you shop?
I shop much more in-person now than I did a few years ago (thanks, COVID!) While I occasionally turn to Amazon for random or technical items, I generally prefer the tactile experience of visiting physical stores. Paris has become my shopping playground with favorites like Soeur, Sessùn, Merci, Sabre, The Red Wheelbarrow Bookstore, Starcow, and Oh My Cream. I've developed a strong preference for local and small boutiques over big box retailers like Zara or H&M. The one exception is Uniqlo, which remains my go-to for wardrobe staples. This shift toward intentional, in-person shopping at smaller establishments reflects my broader evolution toward more mindful consumption since moving to France.
Tell me about your DMs with your friends? Is there a lot of shopping chat? Have you always been that friend that people ask your opinion on what they should buy?
To be honest, when my friends and I discuss shopping in our DMs, it's rarely about individual purchases—it's more about planning experiences together. We coordinate group outings to check out new store openings, pop-up shops, or my favorite Parisian activity: exploring the brocantes (vintage markets). Our shopping conversations are less about 'should I buy this?' and more about creating shared adventures around discovering unique finds together.
You are surrounded by products and opportunities to shop every day. How do you make decisions about what to buy for yourself?
I constantly ask myself 'Do I really need this?' when shopping. Working in marketing has made me hyper-aware of the tactics brands use to create artificial urgency. Living in a small Parisian apartment with my boyfriend also reinforces practical constraints—until we have more space, I remind myself that I already possess everything essential for happiness. That said, I do maintain a carefully curated 'someday' wish list for meaningful celebrations. When we sign a new client, for instance, I might treat myself to that perfume I've been eyeing or those special boots I've researched for months. By tying purchases to professional milestones, these items become more than just possessions—they become physical memories: 'I bought these when I landed that major deal in my career!' This approach transforms shopping from mindless consumption into intentional commemoration, giving each special purchase a story and purpose beyond the item itself.
Tell me three items that are currently on your list to buy.
1. I'm looking forward to investing in a new pair of Birkenstocks for the upcoming summer season. After two years of loyal service, my current pair has definitely earned their retirement!
2. I've also been eyeing several pieces from Kinn Studio to add to my jewelry collection. There's something deeply meaningful about carefully curating jewelry that I hope to one day pass down to my children.
3. The third item is a bit of an adventure—I'm attending the Undesignable Brocante in Paris this March, and while I don't know exactly what treasures I'll discover there, I'm specifically hunting for a vintage wooden coffee table for my new apartment. I can already envision the character it will bring to my space!
What's the most unexpected item you've ever bought?
During a trip to Ghent, Belgium last summer, I stumbled upon this charming mom-and-pop stationery store filled with all sorts of curious objects. I discovered these vintage anatomy stamps once used in schools for homework assignments before printers existed. I was immediately drawn to them—one depicting the human body, another the brain, and a third showing the human eye in beautiful detail.
Beyond being fun educational artifacts, they've become unique statement pieces for my home. They now sit on my mantel, adding character and conversation to the space. What made the purchase even more special was befriending the elderly owners who had run the shop for decades. Now whenever I glance at these stamps, I'm reminded not just of an unexpected find, but of the wonderful couple who preserved these items and shared their stories with me.
What's the one item in your closet/home you can't live without?
My Hoka running shoes or my East Fork pottery.
Can you name three brands that you think are going to explode onto the scene soon?
Crown Affair is already making waves, but I truly believe they're just getting started—the sky isn't even the limit for them. Their marketing strategy has been exceptional, and I've been a loyal customer for several years now.
Since moving to Paris, Typology has captivated my attention. What stands out is their educational approach to ingredients, formula simplicity, and commitment to products without endocrine disruptors. While this is somewhat standard for French skincare, I think as wellness and health trends continue growing in the USA, more consumers will rethink their skincare and makeup choices—which positions Typology perfectly as that clean, transparent brand.
I've also been watching Loftie closely. As people become increasingly aware of how their overall health connects to sleep quality, Loftie elegantly addresses the frustrations many have with phones and screens disrupting their rest. Their products align beautifully with my passion for items that genuinely help us live happier, healthier lives. Sleep impacts everything from illness susceptibility to productivity, making Loftie's approach particularly relevant now.
We listen to lots of stories about buyers' remorse? Do you ever have any guilt around shopping?
I definitely experience guilt when I purchase something that ends up collecting dust in my closet. Those moments when I realize I've been swayed by clever marketing or sales tactics rather than my genuine needs or taste are particularly frustrating.
It's that disconnect between being drawn in by the promise of a product and then facing the reality that it doesn't actually serve me or bring me joy once I own it. I've learned to be more mindful about pausing before purchasing and asking myself whether I'm responding to the item itself or just the persuasive messaging around it.
What does it look like inside Emma Grace Moon’s closet?
My closet reflects my love for playing with color while embracing European minimalism. Since moving to Europe, I've collected more neutral pieces that work well together, creating a versatile foundation for my wardrobe.
You'll find these quality basics alongside pops of color and unique accessories. I never want to wear anything that feels "basic," so I always make outfits stand out with jewelry, colorful accents, or unexpected details. My style philosophy is all about balancing practicality with creative self-expression—investing in fewer, better pieces while maintaining my playful aesthetic through thoughtful styling.
Can you tell us about the product hunt? What’s involved when you’re hunting down something you really want to buy?
My most treasured discoveries happen when I'm traveling. Cities like Buenos Aires and Mexico City have become favorite hunting grounds for unique finds. I notice I shop more when abroad—there's something incredibly rewarding about creating a home or wardrobe filled with pieces collected from around the world. I love glancing around my space and seeing the story of my travels through items from Italy, Portugal, France, and beyond.
One particularly memorable experience occurred in Mexico City. During my first visit, I stumbled upon one of Varon’s stores and was drawn to their jewelry collection. After exploring their showroom—this gorgeous apartment-style space—I fell in love with a ring from their engagement/wedding collection. It was an expensive piece, and I left without it, but couldn't stop thinking about it. I promised myself that one day I would either buy it for myself or it would become my actual wedding ring.
When I returned to Mexico City a year later, I made a point to revisit Varon's showroom. Seeing that ring again, I knew immediately and purchased it on the spot. It's now one of my most cherished possessions—essentially a wedding ring to myself. That experience encapsulates what makes the hunt so special: the connection, the story, and sometimes the patience required to make something truly yours.
What do you think the future of shopping looks like in the next 10-15 years?
I believe we're approaching a fork in the road for consumer behavior. On one path, the cycle of rapid consumption will continue—that's capitalism at its core. But on the parallel path, which I'm observing particularly in my community, there's growing fatigue with endless options—the tenth functional beverage brand, the constant stream of new launches, and the overwhelming choices in every category.
What we're witnessing now feels like a natural selection process. The truly innovative, quality-focused brands of our era are gradually establishing themselves as the new legacy names, while smaller ventures that can't differentiate meaningfully are fading away. Consumers are realizing we don't need a million choices, which explains why we're seeing so many brands launch with fanfare only to quietly disappear.
Looking ahead, I expect we'll continue to see a split: a segment of shoppers embracing rapid consumption cycles with ever-increasing purchase frequency, alongside a growing 'slow consumption' movement. This second group will become more selective, building relationships with fewer, more trusted brands that have proven their staying power and value proposition. These consumers will buy less overall but invest more thoughtfully in brands that align with their values and deliver genuine quality.
Rapid Five
What city do you call home?
Paris.
Favorite place to eat?
Furia (the best tacos in Paris)
Favorite place to shop?
Sessun! Starcow for shoes and sneakers
Favorite place to run/hike/pilates/yoga/dance/tennis
Burning Bar for a good workout class. The Seine for long runs :)
Favorite coffee (tea/matcha/milkshake)?
Matcha 100%%%%
Thank you so much for having me! Such a fun interview.