A Letter from Emmalou

Every piece begins with a story, a whisper of sentiment, and a stitch that matters. Dear Emmalou is born from the love of machine embroidery, timeless elegance, and the quiet romance found in small details.

At Dear Emmalou, each collection is a reflection of the little things that bring me joy, from pearls and lace to magic and fantasy, each telling a story from design to final stitch or print, turning into a keepsake. Every piece is made with care, intention, and a love for timeless moments. 

As a little girl, I always dreamed of owning my own dress shop, creating beautiful ballgowns fit for a princess. Although not a dress shop, Dear Emmalou is in every way an accomplishment to this dream - a space where I can create the items I've dreamt up, full of pink, lace, and bows. Inspired by the elegance of regency romance and the charm of coquette details, my work blends modern femininity with timeless craft. 

Dear Emmalou is a brand for the romantics—for brides, for best friends, and for anyone who still believes in the beauty of small, meaningful things. It's more than a brand—it’s a tribute to the inspiring women who shaped my life.

It was my mum who first showed me the magic of a handmade gift. She taught me that when something is made by hand, it carries a kind of love that store-bought things never can. That a gift stitched, wrapped, or written with care becomes something far more than an object — it becomes a memory.

It was my grandma — elegant and strong — who gave me the nickname Emmalou. A hard worker through and through, she never lets effort get in the way of beauty. Whether at home or out in the world, she dresses with grace and purpose. She knows how to take something previously loved and make it feel like treasure.

And it’s my sisters and best friends, with their creativity and heart, who’ve always inspired me to build something beautiful — something that could be shared, cherished, and passed on.

Dear Emmalou is for the soft-hearted. For the ones who write love notes, tie ribbon on everything, and see beauty in the small and sentimental.

Here, you’ll find heirloom-inspired keepsakes, coquette details, bridal touches, and everyday pieces that feel like poetry — made to honour love, memory, and women who make magic from the ordinary.

Thank you for being here.

You’re part of the story now. 💗

With all my heart,

Emma
Founder, Maker & Sentimentalist at Dear Emmalou