Behind the Brand - Emma Lomax
Emma is a textiles designer who loves creating fun and quirky products that make you smile. She learnt the art of embroidery at an early age from both her mother and the brilliant seamstresses at the Royal School of Needlework, in Hampton Court Palace.
Fascinated as a child, spending many hours in make-up halls, trying different red lipsticks and eye shadows on, which later became a signature part of her designs.
Emma started creating wash and make up bags designed to help organise your day. With the support of friends, family and an initial order from one of UK's leading retailers, she started her own label Emma Lomax in 2012 (formally SewLomax).
The classic and core collection are centred around the simple lipstick. A simple design which unites women. The quirky and unique embroidered designs was a welcome relief from the daily grind.
Emma has created a range of products that are accessible to a wide age range of customers at an affordable price, from teenagers starting to experiment with make up to women always on the go, creating functional travel companions.
Emma’s travel and beauty accessories cater a wide range of needs. Products include small pouches for your handbag, so you can always find your compact and your favourite lip gloss. The tall wash bags, to assist you on your holidays, always making sure toiletries can easily fit into your bag with your holiday essentials.
The brand has grown from strength to strength, teaming up and collaborating with some of the world’s best beauty brands. This has included, Clinique, Ren Skincare, British Airways, Body Shop to name a few. Her collections are stocked in leading retailers such as Selfridges, Bon Marche, Harrods, Selfridges, Fenwick, John Lewis and many more.
British Brand, Handcrafting Quality Goods
Creativity has always been a major part of Emma’s life. Colour is something that inspires Emma and is at the core of her designs. “colour can have a profound effect on your mood” Emma always strives to create “happy making design” products, that make you smile and lift your spirits.
Embroidery is at the centre of Emma’s designs. With the aim to lead the charge back to high-quality and beautifully designed accessories and gift items. Emma is particularly proud of her British heritage and feel this is central to the designs themselves. Born and raised in London in the UK and finds this runs through all her designs and her practise itself.
Each product in the range is designed by Emma herself. She creates all the first samples by hand. As the manufacturing process is labour intensive by hand and using embroidery machines, means that each product retains its own unique quality. Time is such a precious commodity these days, that Emma wants to capture this element and importance through her products.
“Our customers feel they don’t just own something stylish, but something individual and unique. We aim to be truly ageless and timeless”.
Emma now lives in Barnes, London with her daughter and her two dogs.
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