I have been an ambitious girl for as long as I can remember. When I was a teenager I had big dreams of working in the fashion industry, traveling and learning as much as I could.

As a result, since I was as young as 16, I have been sitting at some really big tables. I learned how to be mature for my age and take on anything that was thrown at me.
There was a lot of “yes I can do that” and then I would furiously figure out how to execute what I just agreed to.

I spent 20 years traveling and consulting working with some of the retail industry’s largest brands and by the time I was in my early 30’s traveling was becoming something I needed to execute as efficiently as possible. The extreme demands on my time meant that every decision had to be quick and my style started to shift towards strategy.

I needed a capsule closet but I wanted to maintain an image of looking well put together with a bit of an edge. I needed to create my own brand and since I was going to design it, it was going to have to bring main character energy.

When you are in a room and need to network, wearing white pumps with a black stripe on the back is a sure way to set the room. I guarantee when you are wearing EMMYDEVEAUX people are going to stop you.

Today, as I am writing this, we have been in business for over 7 years. The clothes have changed my life and the lives of so many. I’m writing this from London, England where today I will be attending a marketing conference. I am incredibly grateful for my closet as it has made trips like this feel effortless but full of statement when it comes to what to wear.

Our brand is based in Canada, our team is located in Edmonton, Alberta where the heart and soul of the brand was built. I live in Kelowna, BC where I work meticulously on product development for EMMYDEVEAUX as well as others.

Our US based operation is in Portland where many of my friends have retail brands and it is where I have my community as a business owner in fashion.

Thanks for reading and we would always love to hear from you! You can message me personally on my instagram @theemmyeffect or our brand page @emmydeveaux