Driven by vision and grounded in integrity, Victoria, Founder of Emello, has turned a market gap into a womenswear label of timeless elegance and modern style. With European craftsmanship, quiet confidence, and uncompromising quality, her designs help women feel confident, look stunning, and stand out effortlessly.
Can you tell us a bit about your background, the journey that led you here, and how Emello was born?
My background is in professional services, where I spent years advising and supporting some of the UK’s most exciting retail and consumer product businesses. I’ve worked with hundreds of founders and entrepreneurs which gave me a deep appreciation for the sector, but I was always on the outside looking in.
It wasn’t until a rare moment of calm over the Christmas break, coffee in hand, walking in the garden, that I had the headspace to reflect.
That stillness helped me articulate what I’d felt for some time: there was a gap in the market for elegant, high-quality womenswear designed with the real rhythms of modern life in mind. That was the beginning of “Emello.”
What first sparked your interest in building a womenswear label, and why now?
There was a gap in the market that we wanted to fill. I kept searching for clothes that felt elevated but not overdone, comfortable but still refined for a smart casual look, a category that has become more prevalent over the last few years.
Finding pieces that had the right balance was more challenging than expected. At the same time, I was becoming more and more frustrated with luxury labels that came with premium price tags but used poor-quality, synthetic fabrics.
I realised I wasn’t alone and I felt compelled to create the brand I wished already existed.
Photo credit – ERNESTO CARLOS ROMAN
Emello is more than fashion, it feels like a mindset. What core values shaped the brand from day one?
Emello has been designed by women, for women, from the garments to the way we run our business. We started with a blank piece of paper, not a legacy structure. That’s allowed us to be intentional in everything we do.
For example, our team socials happen during the working day so they’re inclusive and don’t interfere with personal time. And we’ve committed to being an alcohol-free company – no Emello funds will ever be spent on alcohol.
People can still choose to have a drink, but no one has to perform social rituals to belong. These may seem like small things, but they reflect a bigger principle: creating a workplace and a brand culture rooted in respect, care, and modern values. That same ethos flows into the clothing we design.
You’ve described Emello as ‘quiet confidence made wearable.’ How do you personally define that kind of confidence?
To me, quiet confidence is about being completely at ease in your own skin. It’s not performative, it’s internal – it’s intuitive. It’s knowing who you are and not needing to prove it. Our launch collection was curated for that woman.
Each piece is designed to support her, not overpower her – clothing that elevates her presence without demanding attention.
Launching your first collection this September must feel surreal. What emotions or milestones have marked this journey so far?
Absolutely – surreal is exactly the right word. We’ve moved from idea to execution at an extraordinary pace. One of the milestones that stands out was the first time I saw our hardware – zip pulls, buttons, and branding – etched with the Emello logo.
That made it real. Another memorable moment was the campaign shoot, where seeing the garments worn by real women brought the collection to life.
Every piece is crafted in Europe, finished by hand. Why was it important for you to invest in that level of craftsmanship?
Because true luxury lies in the details. We work with family-owned factories in Europe, places where craftsmanship is passed down through generations. These artisans don’t just produce garments, they care about the finish, the drape, the fit.
At the heart of it is integrity. When we ask women to invest in our designs, we’re promising craftsmanship and quality. Delivering anything less would go against everything our brand represents.
The name Emello comes from Latin, meaning ‘rival’. What does that symbolism mean for women wearing your designs?
It’s a subtle tribute to ambition. The name evokes softness and elegance when spoken, yet beneath that lies undeniable strength. It’s for the woman who is focused, driven, and doesn’t need to shout to be heard. Emello embodies a new era of feminine power: poised, self-assured, and quietly unstoppable.
Your palette is refined yet powerful. How did you land on those earthy, timeless tones for the first collection?
We wanted to build a wardrobe that stands the test of time. While neutrals remain the foundation of our collections, we take cues from both the catwalk and the shifting moods of each season.
For AW25, we’re introducing tones like olive and fig – rich, grounded colours that still sit beautifully within our timeless aesthetic and are absolutely on point for the season.
Your designs transition from airports to art galleries. How do you approach making luxury feel functional?
We design with movement in mind. The Emello woman is constantly in motion whether it’s a school run, a flight to a client meeting, or dinner with friends.
That’s why we prioritise fabrics that travel beautifully, silhouettes that flatter in motion, and thoughtful design details that make getting dressed effortless.
Luxury, for us, isn’t about excess, it’s about making life smoother. It’s elegance that moves with you, not against you.
What guided your decision to launch exclusively online was it strategy, accessibility, or something more personal?
It was all three. Strategically, ecommerce allows us to serve our community directly and with control over the experience.
Personally, I shop almost exclusively online, and I wanted to create a platform that felt seamless, elevated, and beautifully curated from first click to final delivery.
It also means we can offer the highest possible quality without the traditional retail markup. And that’s important – luxury should feel justified at every stage.
As someone who’s built multiple ventures, how has your entrepreneurial experience shaped Emello’s foundation?
It’s given me the confidence to move quickly, build a strong team, and focus relentlessly on quality.
I understand how to scale a business, but I also know how to protect a vision. With Emello, I’ve leaned on that experience while staying open to learning, especially from the creative side, which is wonderfully unpredictable.
What’s been your biggest challenge in launching Emello, and how did you push through it?
Letting go of perfection. In professional services, everything is meticulously planned and measured. Fashion is different.
It’s more fluid, more instinctive. I had to learn to trust the process, embrace ambiguity, and surround myself with people whose strengths complement mine. Ashley, our co-CEO, has been instrumental in balancing the creative and commercial worlds.
How do you balance modern aesthetics with a strong commitment to sustainability and slow fashion?
We start with intention. Every piece is designed to be worn again and again, not just this season but five years from now. We produce in limited quantities, use natural fibres, and partner only with factories that meet our standards on ethics and traceability.
Sustainability isn’t a statement or a campaign – it’s a considered mindset and a standard we live by in everything we create. Pace matters. We build slowness into our process to protect the craftsmanship and care that fast turnarounds can undermine.
Who do you envision when you design? Is there a muse, a moment, or a mindset that guides your creative direction?
I’m always inspired by women who lead full, multifaceted lives—the kind of woman who moves seamlessly from a pitch meeting to a school assembly, or who packs for a three-day work trip and still wants to feel like herself in every moment.
It’s not one muse, it’s a mindset. She’s accomplished, thoughtful, always evolving. And she expects her wardrobe to keep up.
And finally, for women reading this who dream of launching their own brand, what’s one lesson you’d pass down from your own journey?
Don’t wait for permission. And don’t feel like you need to have it all figured out to begin. Start with a clear vision that you can articulate not just to yourself but to the team you’ll build around you.
People won’t just invest in your product, they’ll invest in your energy, your values, and your belief in what’s possible. Be bold, be clear, and build something you’d be proud to wear, work in, and stand behind.
