Fashion, for me, has always been about more than clothing. It’s a form of self-expression that influences how we feel, how we carry ourselves, and the confidence we bring into our day. With 15+years of experience in the fashion industry and textile education, I set out to create a brand that brings a more positive, mindful approach to fashion.
What we choose to wear truly does matter — it shapes how we feel and how we move through the world. An outfit that is comfortable while also making you feel beautiful and put together, can instantly lift your confidence and shift the way you show up. Clothing holds so much power. And just as the right outfit can positively impact us, the wrong outfit — one that doesn’t feel aligned — can quickly affect how we feel about ourselves and our bodies. This is why fit, function and fabrics are at the forefront of our design process.
It was always my mission to create clothing that empowers, builds confidence and makes Women feel beautiful in their everyday. That is where the idea of hidden affirmations came about. Words stitched quietly into garments — not for the world to see, but for the woman wearing them. Gentle reminders of strength, confidence, and self-belief every time you put them on.
I wanted to create pieces that felt considered — garments designed to be worn often, loved deeply, and kept for years. Every design and fabric choice is made with intention, ensuring each piece moves with you through the seasons and stages of life, rather than fleeting moments on a trend cycle.
As a textiles Teacher, it was important to me to build a brand that supported the slow fashion movement and consciously pushed back against fast fashion and its harmful ethical and environmental impacts. I never wanted LOVE OF IVY to add to that cycle, but instead to offer women a more thoughtful and considered alternative.
Building LOVE OF IVY slowly has been a conscious choice. The brand first came to life when my daughter Ivy was born in 2015. The journey to bring the brand to life has been 10 years in the making. I wanted to honour the process of perfecting my mission and values for the brand. To feel an unshakable confidence in my message and the products I was creating, choosing intention over urgency. Every design, fabric choice, and detail has been considered with care, for I wanted this brand to be about more than creating clothing, I wanted to be about creating something meaningful and long lasting.
LOVE OF IVY exists to empower women through thoughtful design, meaningful details, and clothing that feels like coming home to yourself.
I hope this insight into why LOVE OF IVY began gives you a deeper understanding of the heart behind the brand. Thank you for being here, for taking the time to read, and for supporting something created with intention, care, and meaning.
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With love,
Ema
Founder, LOVE OF IVY