Conversation before creation.

Emily Petroff is the founder and CEO of Switch Society, the company pioneering the world's first membership based circular wardrobe.

What began as a simple clothing swap event supporting women who own closets full of clothes they never wear has grown into an entirely new way of thinking about fashion, ownership, and community. Today, Switch Society headquarters in Billings, Montana and serves hundreds of members, processes more than 10,000 garments into circulation every month, and is preparing for national expansion through franchising.

Long before AI entered the picture, Emily was building a business that had no existing playbook. As the company grew, she searched for technology that could support a model unlike anything else on the market. When she couldn't find the right solution, she used AI to build it, creating the operating system that now powers the business behind the scenes.

Before founding Switch Society, Emily spent more than 15 years coaching entrepreneurs and leaders. Today she speaks about entrepreneurship, curating community, category creation, innovation, and the power of asking better questions. Her work challenges conventional thinking and reminds founders that you don't always need a blueprint to build something extraordinary. Sometimes you simply need the courage to begin.