We recently connected with Emily Klimas and have shared our conversation below.
Hi Emily, thanks for joining us today. Let’s start with the story of your mission. What should we know?
I believe that every story deserves to be told beautifully, every detail deserves its spotlight, and every moment deserves to be captured with care.
This belief system applies to both my personal brand, Emily.Katheryne, as well as my new company I have created with my husband, Capture || Cultivate. Personally, I have always strived to create content that speaks to who I am, that tells a story about my style, and which inspires my followers to tell their own stories through style. This content needs to be chic, classy, and high-end -> engaging. My tagline has been “Cultivate your vogue”. And how else can you inspire people to cultivate their life, their vision, their business, than with awesome media content?
Which is what inspired Capture || Cultivate. The more I met people and started collaborating on a more major scale, my husband and I realized there is a way to make even more of a difference with content creation. To help brands with video content. Capture || Cultivate is all about capturing moments and cultivating stories. We specialize in creating high-end videos that bring the visions behind the businesses and brands we work with to life and that connect them with their audience on a deeper, more meaningful level. Whether it’s highlighting their craft, showcasing their space, or illuminating their products, we are here to capture it all!
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I have been a Content Creator on Instagram since June of 2022. It started off as a way to channel my love of fashion and aesthetic. As a teen, I was obsessed with print magazines and would craft binders with inspiration (the old fashioned Pinterest!). I even wanted to work for a magazine – to create images that would inspire girls just like me. My true passion: assembling a killer outfit. Putting together a cohesive, stunning outfit is a personal goal every day. My personal fashion philosophy has always been about dressing for myself – what I am feeling, what I want to express, what look I am going for. My fashion ideology is the same: I believe that everyone should dress according to their personality. It’s about what is right for you. Dress in styles that feed your confidence and envelop you in the feeling that you are essentially wearing a second skin.
My fashion has gained attention over the years. In past jobs and even the one I have today, I got compliments and questions about my pieces – admiration of my style and surprise when I state where I purchased. To be totally transparent, I am not a wealthy woman. I’m a woman on a budget. And honestly, I like being that way. I am frugal by nature, so it gives me a thrill to find clothing that is stylish, but also affordable. I can look high-end, without breaking the bank. And people really respect me for it. I didn’t start to really consider making a career out of this until the summer of 2022. I had started to use Instagram more often and began to follow Content Creators from around the world. My husband noticed my growing interest in the arena and was the first to suggest I create a page as a content creator. I was hesitant at first, wondering if I had enough to offer. But life is all about taking chances, so, I took a chance.
I have since built my brand, starting from my husband’s single follow to almost 1700 followers. It has been hard work! Creating a page that is similar enough to other content creators to bring in views, but to set oneself apart. I have “rebranded” a couple of times in order to stay true to myself. I am known for my affordable pieces and everyday style. I focus on showing off outfits in real life; what I wear where. My reels are about the outfit in motion in the landscape it should be worn in. This helps me to stand out – I am showing you how it’s worn, how it lends to your mood and everyday functions, and where you could wear it. I am not necessarily showing you all of the latest styles to run out and buy. It’s tailored and honed. It adds an element of genuineness and realism. I am here to inspire your style by showing you different options. I have a very eclectic style, utilizing neutrals, colors, and patterns; feminine style, hipster style, and athletic style. I have new pieces and I have very old pieces. I show both because who knows what another person has is their closet. I show my followers that you don’t need to be put into a box – you can be whoever you want to be. And how I express who I am, is through my outfits.
This year has brought about a sort of rebranding, which ultimately inspired our small business, but more on that in a minute. While promoting my brand, I started diving deeper in my community and getting to know the incredible small businesses and philanthropic opportunities present all around us. I started attending events at boutiques, doing collaborations with businesses and building relationships with smaller brands, and showcasing the places I love in my hometown. It has shown me how much the stories and the people behind business and branding matter. Using my platform to express myself and inspire people through fashion, morphed into using my platform to inspire people in other ways, including introducing them to new venues, opportunities, and people, while still showcasing my style choices.
2025 is going to be an amazing year. Why? Because not only do I have my brand, but I have built on that to create a new business alongside my husband: Capture || Cultivate. Our goal is to create high-end video content to showcase the community and businesses/brands we work with. Our videos we work on together have garnered attention in the community and we cannot wait to help other businesses get their stories to their audience in the most meaningful ways.
Can you share a story from your journey that illustrates your resilience?
Everyone’s journey has those moments where the only thing that can get you to keep moving is pushing through. Staying tough and not letting those moments define you. Honestly, there have been several for me! But there is one that will always override the others and that is my health condition. I struggle with stage 4 endometriosis. I’ll spare you all of the more gory details, but in essence, I went through a huge flare-up that had me living with 9/10 levels of pain every second of every day for almost three years. It was hard for me to live life. BUT I started my brand amidst this time. You read that right. I didn’t start it before and then got sidelined. I started it in the middle of disaster. It was a way to remember who I was and what I wanted to be. A way to get out of my head. Was it hard. Hell yes. There were times I thought that this venture was a ridiculous move. That I needed to give up because my body couldn’t take it. But I didn’t want to give up. I didn’t want this condition to take away even more than it already had. So I still created. I still posted. I still made it a priority. Today, I still struggle with bouts of pain, but I am lucky enough to say that the final treatment did it’s job and took away a significant amount of that pain. In celebration of getting my full life back, I have inserted myself even more fully in my brand and started a new company in conjunction.
What do you think helped you build your reputation within your market?
Genuineness. Being genuine is one of the most powerful tools a brand or business can wield. It’s not just about authenticity in messaging; it’s about showing up with purpose, transparency, and a true commitment to your audience. When people sense that your values align with your actions, trust naturally follows. This trust not only strengthens relationships but also elevates your reputation, distinguishing you in a crowded marketplace. Genuine connections leave a lasting impression, making your brand memorable, respected, and admired.
Contact Info:
- Instagram: @emily.katheryne and @capturecultivate
Image Credits
Chad Horton