A Thoughtfully Designed Capsule - emmi

Interested in starting your own entrepreneurial journey in a clothing line but unsure what to expect? Then read up on our interview with Lauren Hill and Thanh Phung, founders of emmi, located in Halifax, NS, Canada.

What's your business, and who are your customers?

emmi is a luxury apparel brand designed and made in Canada. Each article of clothing has been meticulously thought out & designed to create beautiful silhouettes that celebrate bodies of all shapes. Our garments are designed to elevate outfits we already own, in addition to mixing and matching different styles from our collections to create your own timeless capsule.

Our ideal emmi customer is anyone who finds comfort and warmth in our garments. We love to see women, men, non-binary folks of any age, any stage of life, and everyone in-between styling our garments. Fashion and style are fluid, in our opinion. It matters more how the person feels in the clothing rather than how others perceive the clothes on people. 'emmi for everybody.'

Tell us about yourself

We like to say that emmi was born over a coffee date between two friends. We love timeless silhouettes but found it hard to find items that had a twist on the classics we enjoy, and so emmi was founded to fill that void. We are both parents to two girls and want to have a brand name with significant meaning; the name 'emmi' is a combination of our eldest daughter's first names, Emmeline and Mía.

What's your biggest accomplishment as a business owner?

We have had an overwhelming response to our debut collection. We didn't set ourselves any expectations because you just never know how things will take, but seeing the genuine excitement from our customers and reading the emails of encouragement we have been sent it's so heartwarming. We really feel we've represented bodies of all shapes to enable them to enjoy fashion, feel confident and comfortable.

What's one of the hardest things that come with being a business owner?

Navigating all aspects of running a new business. We're pretty good troubleshooters, and both of us bring different skills to the game. It's been a learn-as-you-go experience.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Do your research. It's key to any start-up business.
  2. Don't rush into something just to get it launched. Being prepared (as much as you can) is so important. First impressions really do matter.
  3. Be confident in yourself but be open to feedback. It may not be the information you want to hear, but it could be valuable. If not in that moment, but for later.

Is there anything else you'd like to share?

Do what brings you joy because the chances are that same thing will also resonate with others. And if you can make a career off of enjoying what you do, those harder chapters won't be so hard to move through.

Where can people find you and your business?

Website: https://emmilabel.com/
Instagram: https://www.instagram.com/emmi.label/


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.