\u0027This is no hobby. We are doubling revenue,\u0027 says Emma May, a former lawyer and political aide. Her line aims to be Lululemon for the office
“I remember after leaving politics, I got rid of all my suits. I sold them. I hated them,” Emma says. “And then I needed to dress up for a board meeting and just wanted a pencil skirt and matching blouse.” It’s simple for men, they buy suits, Emma declares, but all the choice is frustrating for women.
In 2018, after sketching out ideas for her brand, Emma found Lisa MacCarthy, her head of product, who had previously worked at Lululemon; hired a designer; then went to Los Angeles and sourced fabric. All the steps in this entrepreneurial journey were shared by Emma via personalized Instagram posts. And it’s not just the styles that evolve. Entrepreneurs breaking into the fashion world are smashing conventional business models. Nordstrom, an American luxury department store, is scheduled to exit Canada in June; corporate execs say they couldn’t make money here. “Their rent profile was insane,” Emma exclaims, and the shopping experience “visually overwhelming.”
Bouncing back and forth between a warehouse in Calgary and a retail shop and production facilities in Vancouver requires a founder with boundless energy. Emma is also smart enough to hire a talented team to help implement her plan. But she’s discovering that when it comes to accessing capital, it’s men who still hold the purse strings.
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