Muskogee to Manhattan

Breaking into New York’s fashion and beauty scene isn’t easy, especially when you’re coming from a small town in Oklahoma. But for Emiley Sexton Crawley, a Muskogee native and graduate of the University of Oklahoma, ambition, grit and a distinct sense of Sooner State authenticity have carried her from the heartland to one of the most competitive creative industries in the world.

Today, Crawley serves as Content Manager for U Beauty, the popular skincare brand founded by entrepreneur and digital pioneer Tina Chen Craig. She manages all of the brand’s social channels and has been part of U Beauty’s journey since day one, helping it grow to more than 180,000 followers and an international presence. But her path to New York didn’t happen overnight.

From Small Town to Big City

Crawley grew up in Muskogee, a tight-knit community where practically everyone knows each other. “It’s definitely one of those places where you grow up grounded,” she says. 

She remembers her teenage years balancing part-time jobs, school and big-city dreams. “I worked at Chet’s, a hot dog stand in Muskogee, when I was 15,” she laughs. “It sounds small, but that job really shaped me. It’s where I learned how to work hard, stay consistent—all things that I’ve carried with me since.”

Even then, Crawley had her eye on something bigger. While her friends were focused on local football games, she was reading fashion blogs and daydreaming about life in New York City. “I’d be watching ‘Gossip Girl’ in Muskogee thinking, ‘I want to do that one day,’” she says.

After graduating from Muskogee High School in 2016, Crawley enrolled at the University of Oklahoma, studying public relations at Gaylord College. Though her family were longtime OSU fans, she said OU was the right choice. “OU really opened my world,” she says. “I met people from all over and learned there were so many ways to build a career in communications and media.”

One class in particular, called Life After Gaylord, helped her see that the career she envisioned in fashion and media was actually within reach.

Finding Her Footing in Fashion

During her time at OU, Crawley balanced classes with part-time retail work at Cayman’s, a boutique in Norman. That summer, while many students went home, she stayed behind to find an internship. Her determination paid off: After discovering BagSnob.com, a blog run by Dallas-based fashion entrepreneur Tina Chen Craig, she cold-emailed Craig about interning.

Craig brought her on as an intern, and Crawley began writing about handbag trends and fashion stories, her first taste of professional content creation. What started as a summer role quickly evolved into a year-long remote position while she continued at OU.

Crawley’s experience with Craig became the foundation for her career in fashion and media. Through those connections, she began applying to more internships, determined to get her foot in the door.

Her persistence led her to New York City the summer before her senior year, where she interned for Prabal Gurung, a leading designer known for his modern, inclusive approach to fashion. She also spent time assisting during New York Fashion Week, flying to the city between classes to work backstage.

“That summer confirmed everything for me,” she says. “It’s where I realized I wanted to work in this space, in fashion or beauty, and that I could.”

From 405 to U Beauty

Back in Oklahoma for her final semester, Crawley interned with OKC-based 405 Magazine,  helping manage its social platforms, upload online content and develop digital strategy, growing its social following by nearly 20,000 during her time there. “That internship was where I learned that social media wasn’t just about posting pretty pictures,” she says. “It’s about strategy, timing and storytelling.”

Just a month before graduation in 2019, Craig reached out again. She was preparing to launch a new beauty line, U Beauty, and wanted Crawley’s help running social content. Crawley began freelancing before she even walked the graduation stage.

After finishing at OU, she continued balancing her job at 405 Magazine with freelancing for U Beauty. In 2023, after nearly four years of remote work, she officially joined U Beauty full-time as content manager, working from OKC and traveling regularly to New York for photoshoots and events.

“When I joined full-time, I already knew the brand inside and out,” she says. “I’d been part of it since the beginning, so it felt like a natural next step.”

Oklahoma Roots, New York Rhythm

In 2024, Crawley and her husband, Coleman, who she’s been with since high school, finally made the move to New York City. “We lived in downtown OKC before we moved, near Jones Assembly, and I always thought that neighborhood had the most New York vibe of anywhere in Oklahoma,” she says. “So the transition felt smooth.”

Still, she admits the two cities couldn’t be more different. “OKC and NYC are complete opposites,” she says. “But growing up in Oklahoma taught me how to stay grounded and kind, qualities that actually stand out here. There’s a level of respect and genuine friendliness that people notice.”

At U Beauty, Crawley’s role centers on digital storytelling and luxury brand communication. She manages content strategy, creative direction and influencer collaborations, work that blends her PR background with her understanding of visual media. “Social is one of the most exciting parts of a company,” she says. “It’s how people experience your brand. You’re setting the tone for what they feel and connect with.”

Her expertise has taken her coast to coast, from creating content during New York Fashion Week to planning campaigns in Los Angeles. In March 2025, she helped oversee the launch of U Beauty’s partnership with actress Michelle Monaghan, who became the brand’s global ambassador. Crawley was behind the camera at many of those shoots, capturing behind-the-scenes content and leading social rollout strategy.

“Working with Michelle has been one of my favorite parts of the job,” she says. “She’s thoughtful and collaborative, it’s amazing to see someone at that level be so down-to-earth.”

Her proudest professional moment so far came during the 2025 Emmys, when she flew directly from a baby shower in Oklahoma City to Los Angeles to prepare Monaghan’s “Get Ready With Me” videos. “It was one of those full-circle moments,” Crawley says. 

What’s Next

As the holiday season approaches, Crawley shared a few of her favorite U Beauty products, including Proam, a clean, gender-neutral fragrance that debuted during NYFW, and The Essential Set, a trio of the brand’s best-selling products, available at Cos Bar in Oklahoma City.

No matter how far she’s gone, Crawley’s roots remain part of her story. “Growing up in Oklahoma gives you a work ethic and a sense of humility that doesn’t fade,” she says. “It’s helped me connect with people at every level, from team members to talent.”

For young people in Oklahoma dreaming of breaking into competitive industries, her advice is simple:

“If someone tells you no, you’re talking to the wrong person. Keep asking, keep connecting, and don’t feel like you have to follow a traditional path. There’s more than one way to get where you want to go.”

From Muskogee to Manhattan, Crawley has proved that success in fashion and beauty doesn’t require a big-city upbringing; just focus, consistency and a bit of Oklahoma grit.