In 2018, Emily Salsbury-Deveaux set out to build the ultimate closet: a timeless collection of high-quality basics, jackets, and shoes that could meet the demands of a fast-paced, style-conscious life. As a frequent traveler with a deep appreciation for classic design, Emily needed pieces that were tailored yet comfortable, elevated yet effortless. When she couldn’t find them, she decided to create them herself.

Every product was meticulously developed to be the best in its category — not just in appearance, but in how it felt against the skin and moved with the body. Fit, fabric, and function were never afterthoughts. They were the foundation.

That intense product focus earned Emily the one thing most brands never achieve: trust. Her customers didn’t just buy — they believed. Together, they pre-funded over 120 pieces, built a community, and established a brand with only 4% returns and 89% loyalty — a near-impossible feat in modern fashion.

With just $48,000 in startup capital, Emily grew EmmyDeveaux into an $8 million success. But in 2025, she made a bold choice: to end her design career and shift her energy toward expansion, mentorship, and innovation.

Driven by a relentless curiosity for how things work, Emily now champions a different model — one that proves a product-first approach isn’t just less wasteful, it’s more profitable. She believes that chasing trends is no longer sustainable — and that longevity, quality, and clarity are the future.

The collection you see today is her best-selling edit — the pieces that stood the test of time. As we expand into new markets, we’ll continue to release the rest of the catalog — intentionally, and only when it’s truly needed.

Because good design doesn’t follow the moment.
It creates what lasts.