Hey, my name is Emilie, the one-woman-wonder behind Emilie Flora and I am here to tell you about the colourful world that I have created.
Let’s start off with the name... To put it simply, myself and the brand have the same name. If you didn't already know, I am Emilie Flora Helliwell. Having such a personal brand name felt right because this venture is all about bringing my ideas and love for colour and pattern to life.
I have had a passion for all things creative for as long as I can remember, but the real foundations for Emilie Flora were laid at university. I studied Textile Design and specialised in Constructed Textiles, which focused on knit, weave and crochet.
It was here that I was introduced to the knitting machine and instantly fell in love!! Up until this point I had been crocheting and knitting by hand, so I was mesmerised by this incredible machine that could produce fabric much faster than my hands alone. After hours of experimenting with varying fibres and knitting techniques I developed my style and learnt how to translate my love for bold colours and playful patterns into knitted materials.
After graduating univeristy in 2019 I set to work and Emilie Flora was born. Like many businesses, Emilie Flora started from my bedroom. My knitting machine was set up opposite the bed and would spend all day (and most of the night) knitting away.
With time (and a little bit more time thanks to the pandemic) I began trialing product ideas and promoting them to the world through social media. The first piece that really took off was the Sunny Tote in 2020. I am still very fond of this design because to me it signifies when Emilie Flora really took off; I was able to leave my part time job and take what was my side hustle FULL TIME. What a dream!!
Since then I have knitted from the garden shed, my partners kitchen, the spare room and I now have my own creative studio!
It has been a complete whirlwind but one that I couldn't be happier to have been caught up in. Being my own boss, with complete creative freedom is something I once dreamed about and is now reality. It is such an incredible feeling to have wonderful customers and stockists from across the world. I can't wait to see where this journey is going to go next - welcome along!