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Victoria Price moved from an EY partnership to building Emello, a luxury womenswear e-commerce brand she launched with co-founder Ashley McPherson. In an October 2, 2026 profile, BusinessCloud’s Chris Maguire reported that the label had reached its first birthday and was stocked at Selfridges at the time of publication.
Why Victoria Price left the boardroom to build a fashion label
Price says the idea came from seeing women take care of many responsibilities while sometimes losing a sense of themselves. Her goal was to create clothing that could help them feel like their best selves, offering comfort for demanding days while still looking polished and relevant.
“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.”
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That is Price’s stated motivation, as quoted by BusinessCloud; it is her account of the brand’s purpose, not a claim about all women or the wider fashion market.
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What changed when she became a founder
Price’s previous role at EY involved advising other businesses. Building a new consumer brand brought a different kind of work: practical tasks and unfamiliar questions that do not necessarily feature in a boardroom career.
“Founding a business is a humbling experience for two reasons. 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?”
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Price also thanked the people who gave the startup their time and belief, particularly team members who joined before the first garment had been made. Her account presents the transition not as a simple change of title, but as learning the everyday mechanics of a business while relying on people willing to help build it.
Emello’s first-year milestone
Price launched Emello with Ashley McPherson, whom BusinessCloud describes as an experienced co-founder. The publication reported on October 2, 2026 that the luxury womenswear e-commerce label had turned one. It also said the brand was stocked at Selfridges when the article appeared; that report does not establish whether Emello is available there now.
The profile gives no sales, revenue, customer, or growth figures, so the milestone is a first-year marker rather than evidence of a particular commercial scale. It describes the venture as womenswear, but does not establish specific garments or product performance.
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