EMMYDEVEAUX was founded in 2018 by Emily Salsbury-Deveaux, an award-winning retail strategist who spent over two decades behind the scenes shaping how people shop advising multinational retailers, shopping centres, and franchise systems across North America.

After years of studying what worked (and what didn’t) in the industry, she took everything she’d learned and $48,000 of her own savings to prove that fashion could be smarter. What began as a single double-layered dress has evolved into one of Canada’s most innovative independent brands, built on data, design precision, and a refusal to follow the traditional retail playbook.

Emily didn’t set out to compete with the industry. She set out to redefine it by creating a brand that values fit over fast fashion, loyalty over hype, and timelessness over trends.

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