About EMORLA

Hi, I'm Emma.

I started this little business back in 2019 from my dining table, and funnily enough, that's still where I pack every order today.

When I first launched, EMORLA looked quite different. I stocked a mix of brands and spent a lot of time learning what my customers loved. Over the years, one brand stood out time and time again. Runaway The Label quickly became the favourite, so I decided to focus on doing one thing really well instead of trying to stock a bit of everything.

Today, most people find EMORLA because they're searching for a particular Runaway dress and want to buy it from a UK retailer. For UK customers, that means shopping with a genuine UK-based boutique, with your order dispatched from here rather than shipped in from overseas. I love being able to offer these beautiful dresses closer to home.

Before starting EMORLA, I worked in buying, merchandising and wholesale fashion, so choosing products has always been one of my favourite parts of the job. I don't believe in filling the website with hundreds of styles. I'd much rather stock a smaller collection that I genuinely love and would happily recommend to a friend.

One thing I really care about is being honest about fit. I know the Runaway range well, I understand how the different styles come up — whether a dress runs small, suits someone taller, or is worth sizing up or down — and I've built that knowledge straight into the sizing and fit guidance on every product page. It's all there so you can make a confident decision before you order.

The best part of running EMORLA has been getting to know so many lovely customers. I've loved seeing your wedding photos, hearing about holidays, race days, christenings and birthdays, and knowing that a dress from my little business has been part of those memories. Seeing so many of you come back for your next occasion has meant more than you'll ever know.

Where EMORLA is now

EMORLA is open and trading, with our current Runaway The Label collection available to shop as normal. I keep the range deliberately curated, with a limited selection of styles and sizes, so pieces won't always be restocked once they've sold out.

Orders are dispatched from the UK, with international shipping available to selected destinations.

Thank you so much for supporting EMORLA over the years. Every order genuinely means so much.

Emma x