My Story


Hi! I’m Emma, the creator of Bluer Than Velvet! That feels so good to say as setting up my brand has been a long time coming. I’ve always had a passion for fashion (along with rhyming), but I wasn’t always sure where this love would take me.

Strong support from my friends and family pushed me towards creating an environment where I could make the most of my love for fashion, as well as using the skills I’ve picked up along the way. This led to Bluer Than Velvet.

I wanted to create a brand where you can be sure that your garments will be in safe hands from the start of the design process right up until it is complete ready to be sent off to it’s new home – with you. Of course, you currently have no idea about how safe my hands are, so keep reading to find out and learn about my journey to setting up my own brand! 

You might want to grab yourself a cuppa...


My Journey 

If you’d told me when I was 8 years old that one day I would be setting up my own fashion brand, I’d have laughed in your face and gone back to sewing outfits for my Polly Pockets. To be fair, if you’d told me when I was 18 years old that I’d be setting up my own fashion brand I’d probably have given you the same response, minus the Polly Pockets…

I have always loved clothes and sewing even from a very young age - I used to cut up my old clothes and make outfits for my dolls. At school, textiles was my favourite subject and all I ever thought about was going into the industry. 

After school I gained a diploma in Fashion which covered all aspects of the subject. I left with an in-depth knowledge of everything from the history of fashion to how to design and construct a garment from start to finish. But, unfortunately, I was the first person to ever leave college without a clear idea of what I wanted to do!

I went on to do an apprenticeship at a British Manufacturing company where I eventually became their sample machinist. My passion encouraged me to research new techniques and push myself to figure out more complex designs and ways to construct them. I am obsessed with how clothes are made – I'll often disengage during conversations because I’m wondering how a particular seam has been sewn… so I wanted to take this obsession to the next level and that led to the idea of starting my own brand.

Choosing the name was the first big hurdle. But several conversations and spider diagrams later, it came to me. The music fans out there might have noticed that my brand name is inspired by the song ‘Blue Velvet’. The song was originally released in 1951 by Tony Bennett, which I’m telling you just as some free pub quiz knowledge, but I really connected with Lana Del Rey’s version. I love her style and her music, so it made perfect sense to turn to her when naming my brand. Also, blue is my favourite colour and velvet is my favourite fabric, so there’s that too! (insert sassy hand emoji).


My Ethos

With Bluer Than Velvet, the clothes will be going straight from my workshop to your wardrobe, and it is my hope that they will stay there for years - apart from when you wear the clothes, of course. I kind of hope that you’ll want to do that too… 

Every garment is made to order, and by offering you options on some of the designs, I hope that this will mean they feel more personal and that these will be the clothes you will turn to all year round.



It saddens me that many people don’t understand the skill and work that goes into making a garment. Clothes are worn sometimes only once, then thrown away when the season changes. Bluer Than Velvet products will be made to order in an attempt to reduce the waste created and I want you to be able to restyle your items and get as much out of them as possible.

Bluer Than Velvet will be synonymous with quality garments and genuine consideration for customers. I want you to love every aspect of your garment and hope that you will want to wear and restyle them as much as possible.  

Just to warn you, I’m about to hit you with the ultimate cliché from a newly-launched brand: Bluer Than Velvet might be small, but I can offer you true quality and care.


Our Journey

Bluer Than Velvet marks the start of a new and hopefully long chapter in my life. I’m really excited to share this journey with as many of you as possible. I want you to be able to have your say in the clothes you wear and I want to see how you chose to rock them! Be sure to tag me in your pics @bluerthanvelvet_uk and @newbyemma I can’t wait to see them on you!

 Feel free to contact me at (insert email here, or cut this part if you don't want people spamming you with emails - totally understandable) if you have any questions or puns.


Thank you so much for reading. I hope you feel like you now have a clearer knowlegde of me and my brand. And I bet you wished you'd listened when I told you to grab that cuppa... 

Emma x