Emmy London

Today we are super excited to have on the blog an interview with Emmy Scarterfield,  bridal designer and creative director of the luxury shoe and accessories brand Emmy London.

I've had the absolute pleasure of photographing Emmy and her beautiful boutique a couple of times now and as well as being extremely talented, Emmy is also at the top of the list of nicest and inspirational people you will ever meet.

Can you tell us about your business?:

Emmy London is a luxury brand and my first baby. I started it 14 years as a purely bespoke bridal shoe collection which just so happened to be the right thing at the right time. The business has grown from strength to strength and has evolved to a luxury lifestyle collection spanning not just bridal, but event, evening, baby shoes, bags and accessories, and more recently diamond jewellery. Bespoke is very much at the heart of our DNA and attention to detail is paramount in everything we do. From running every element of the business in our start up phase single-handedly, we function as a tight little team of 10 which includes my husband, Dickie across two locations; our Chelsea boutique, in the heart of the luxury wedding quarter and our design studio within walking distance of our North London home. The Emmy London brand is available at our London boutique, through handpicked stockists globally and online. 

Could you roughly outline your workflow?:

My design process starts with an indulgent creative moment which sets the tone, the references, palette and feel for our yearly collection. I sketch all the time, so it’s a case of gathering them all together and pinning them to a board which is propped up against my desk, I love an old school mood board so for me my research is all tangible rather than digital. Once my ideas are formulated, the next stage is to draw up technical specifications which again, I prefer to do by hand. Plus work on the 3/d moulds called last and heels, they two ingredients are key to a great shoe - they define the shape, height and silhouette. My workshop interprets my sketches really well as we’ve worked so closely together now, it’s a very natural, effortless relationship. Once the designs start to become actual samples it gets really exciting, I really enjoy seeing the sketches come to life and get a sense of proportion, comfort, feel and detail. The tweaking stage can take a while as it’s a tricky balance to get right, shoes have to look but also feel amazing and I have high standards for both factors. Once I’ve signed off on perfection, the final samples are made and the fun begins!

What kind of clients do you work with?:

The Emmy London client tends to be very varied, we attract a really wide range of ages, professions and of course shopping objectives since we’ve expanded beyond just bridal. However, one thing these women have in common is a real love of shoes, an appreciation of craftsmanship, detail and value how these shoes make them feel. The shopping experience for them is something they really cherish.

Where do you find inspiration?:

My inspiration comes from so many different things, although never shoes! I’m drawn to the intricacies of insect wings, geometric repetition, art deco architecture and more recently botanical references for our Meadow Dreaming Collection.

What challenges have you set yourself for the next 12 months?:

My challenge for this year is quite simple really, last year was full of highs and lows  - both personal health and business. I accept life is a bit of a rollercoaster, but they can be very distracting. This year, with my new found clean bill of health my aim is to stay focussed, perfect our Chelsea boutique as this still feels fairly new, quit chasing meetings that lead nowhere, look at my phone less when I’m in mummy mode, walk up more hills, look at my done list as well as my to do list, grow my own carrots, own this thing we call work/life balance and continue to enjoy what I’m doing. 

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My background is as a wedding & lifestyle photographer, shooting both digital and film to create authentic, soft and natural fine art photographs. Working primarily with natural light to give my work a beautiful, light and airy touch infused with soft tones. 

I have always appreciated and valued the simple things in life and finding the interesting in the ordinary.  Coco Lane was founded as I wanted to create something that is about an experience, the slower pace of life, cosiness and candlelight, cuddling up on the sofa with loved ones, being with the people you love, sharing food with close friends, a feeling of home, nurturing a chosen career, wanderlust travels, savouring the small moments in everyday life and just being you and enjoying a cup of tea.

I'm excited to bring you stories that promote all those moments in life that give us value and meaning; inspiring  us to live beautifully.

"I began to realize how important it was to be an enthusiast in life.  If you are interested in something, no matter what it is. Go at it full speed.  Embrace it with both arms, hug it, love it, and above all become passionate about it.  Lukewarm is no good" - Roald Dahl