After two decades balancing a high-pressure career with a desire to look and feel her best, Victoria Price set out in 2025 to redefine modern daywear for women in their mid 30s- mid 50s. Victoria was intent on creating clothes for everyday life and shifting, more relaxed dress codes.
It was paramount that Emello designed clothes which felt as good to wear as they were relevant and stylish. Victoria also wanted to create wardrobe solutions which were a statement against fast fashion and failing industry quality.
Each item is assiduously crafted with an unflinching eye for detail and high-quality fabrics made in collaboration with independent, family run manufacturers and suppliers in Italy, Portugal, and Turkey - all at an accessible price point.
At its core, Emello was also conceived as a paean to the many inspiring and talented women Victoria knew. Women who were accomplished in the workplace and at home, but who very rarely put themselves first, and weren’t always shown the respect they deserved.
She wanted to design for this life stage on its own terms - a time of clarity, confidence, and a sharper sense of self. The result is a collection that is beautifully made yet genuinely easy to wear, whatever your shape or size. Clothes that make you feel pulled together -polished even- and ready to meet your day with style and ease.
Our Product Offering
We create wardrobe foundations with collections including knitwear, tailored jersey, elevated loungewear, and versatile separates. Materials are carefully selected, with a strong focus on traceability and responsible sourcing. Fabrics include Lyocell, organic cotton, cashmere, merino wool, and recycled fibres, many independently certified to recognised standards such as OEKO-TEX, GOTS, GRS, and RWS.
All orders are delivered in Emello’s signature plastic-free, FSC-certified gift packaging.
