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. I love being able to offer the same beautiful dresses without the long delivery times, customs charges or uncertainty that can come with ordering from overseas.

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 you'll always get from me is honesty. If a dress comes up small, is better suited to someone taller or I think you'd be happier sizing up or down, I'll tell you. I've answered thousands of sizing emails over the years, and I know how stressful it can be trying to find the perfect dress for an important occasion.

I've always wanted EMORLA to feel like shopping with a real person rather than a faceless website. If you're not sure which size to order, want a second opinion or just need someone to help you decide, please get in touch. I'd much rather spend ten minutes helping you choose the right dress than have you ordering two sizes and hoping for the best.

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.

A little update...

After this season, EMORLA will be taking a little break.

Over the past seven years I've learnt so much, not just about fashion but about running an online business. It's made me realise that I love the behind the scenes side of ecommerce just as much as I love finding beautiful dresses, so I'm going to spend some time helping other small online brands while I see where that journey takes me.

I really hope this isn't the end of EMORLA. If everything goes to plan, I'd love to be back for SS27.

Thank you for supporting my little business over the years. Every order, every recommendation and every kind message has genuinely meant the world.

Emma x