What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
Victoria Price left a partnership at EY to build Emello, a luxury womenswear e-commerce brand she launched with experienced co-founder Ashley McPherson. In an October 2, 2026 profile, BusinessCloud’s Chris Maguire marked the company’s first birthday and reported that it was stocked at Selfridges at the time of publication.
Why Victoria Price started Emello
Price’s move from professional services to fashion began with a problem she saw in the lives of women around her. She told BusinessCloud: “I didn’t start a womenswear brand because I was short of things to do. I started it because I knew so many women who were doing everything, for everyone, and sometimes losing a little of themselves along the way. I wanted to make clothes that helped them feel like their best selves, with the comfort their days demand, all whilst looking put together and relevant.”
That is Price’s stated aim for Emello: clothing intended to combine comfort with a polished, relevant look for busy women. It is her explanation of the brand’s purpose, not evidence of how customers have received its products.
From advising businesses to building one
Price’s previous role was as a partner at EY. Her account of founding Emello highlights a shift from advising other businesses to dealing with the practical uncertainties of running a new consumer brand herself.
#1 Best Overall
“Founding a business is a humbling experience for two reasons,” she said. “Firstly, it turns out you can make a career out of advising other people’s businesses and then find yourself asking some very basic questions about your own. I mean, who cares if you know the rules on interest deductibility if you can’t resize an image to upload to your own website?”
The contrast is specific: expertise in business does not remove the everyday tasks that come with setting up a company and its online presence. Price also thanked the people willing to invest their time and belief in the venture, particularly team members who joined before a garment had been made.
Rank #2
- Ideal for Gifting
- Ideal for a bookworm
- Compact for travelling
What Emello had achieved by its first birthday
BusinessCloud described Emello as a luxury womenswear e-commerce brand launched by Price and McPherson. Its October 2, 2026 article marked the business turning one and reported that it was stocked at Selfridges then. That is a publication-time report, not confirmation of current stock or availability.
The profile provides no figures for sales, revenue, growth or customers, and does not identify particular garments. Its account of the milestone is therefore about the founders, the brand’s stated purpose and an early retail presence—not a quantified assessment of the company’s performance.
Quick Recap
Best Value
- It can be a gift option
- Comes with secure packaging
- Helpful in various ways
Rank #4
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
