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Women's finest cashmere designs and accessories.

How did it all begin?

From an international background, EmmaJane was born in Hong Kong and travelled extensively all over the world in her formative years. Receiving compliments on her natural eye to put together outfits in a stylish, sophisticated, and elegant way, she created her own cashmere brand after being involved in high fashion for 25 years working for companies such as Condé Nast Publications, De Beers and Chanel and qualifying with diplomas in Marketing and as a Luxury Stylist.

Her aim is to provide time-short, discerning, women, who invest in their lifestyle and appearance, with innovative yet timeless, capsule cashmere collections to cover a variety of outfits and occasions. They may be worn again and again in different combinations with on-trend accessories.

What sets your business apart?

Established since 2001, E M M A J A N E K N I G H T is a contemporary, British, sustainable, slow fashion, quiet luxury, cashmere brand with international appeal for those who value top-quality designs, made with integrity, a sense of practicality and longevity in mind. The concept is ‘Less is More’. Each piece is finished in classic and stunning seasonal colours with a unique twist that sets them apart from mainstream knitwear. The pieces have been so cleverly designed they don’t lose their shape or appeal, even after 20 years in your wardrobe.

We employ local, skilled, artisans and manufacturer the collections in Italy, using top quality, Italian Cariaggi 100% cashmere yarns; in UK, using 100% cashmere yarn from B Corp certified, Todd and Duncan, from Scotland; and in Mongolia, using ECO and 100% cashmere yarns certified by the Sustainable Fiber Alliance (SFA) and Oeko TEX.

In addition, the wild cat Scarf-Sarong Collection is made in Como, Italy using the finest LENZING™ certified modal-cashmere fabric. A portion of our proceeds goes to support The Whitley Fund for Nature’s wildlife conservation work, a cause close to EmmaJane’s heart.

What is the concept behind your business or the problem you’re solving?

The outfits take you from day to evening and pack neatly into a carry-on suitcase. No ironing is needed … travelling in effortless style couldn’t be easier!

The Collection’s USP is our signature jackets, popular amongst a growing number of career women. The designs create multi-functional, wardrobes that aim to take the stress of what to wear out of your day. They also keep you stylishly warm in a discerning, understated way.

Our collections are investment pieces. Buying a few each year, will grow your cashmere wardrobe. They last for 20 to 30 years if you take care of them. Simply add on-trend accessories to update the looks.

TESTIMONIAL: “I absolutely love the cashmere jackets and sweaters I’ve bought from you over the years. I wear them at least 3 to 4 times a week in the winter, they’ve worn so well and they still look amazing!” Perdita Fraser (Chair, National Numeracy at Digital Catapult

Where to next/What is your brand vision?

The retail business is well established and for Autumn Winter 2024 – 2025 the aim is to grow the wholesale side of the business to luxury department stores and boutiques.

Reaching younger generations as well as maintaining our age 40 years + customers is an important growth area for the brand. Collaborating with influencers, complementing brands and customers who share similar values will generate sales growth.

Initially we are focusing on wholesaling the collections to UK, Europe, and Canada. With a view to expanding sales internationally to Australasia, America and the Far East.

EmmaJane Knight

Founder of

EmmaJane Knight

What do you feel passionate about/what drives you?

Innovative design, quality over quantity, sustainably sourced, slow fashion, cashmere and cashmere blend outfits that enhance a woman’s natural beauty, femininity, and curves. I love to bring confidence to women who value that not only do they look great, but they also feel comfortable, relaxed, and warm wearing my designs.

Share an example of early life that has shaped you?

My father always dressed incredibly well in a sophisticated, understated way. He took the family travelling all over the world and opened my international outlook on life.

Highlights of your business journey so far?

In EmmaJane’s first year of sales in 2001, she received a call from the Head of Personnel at Kolbert Kravis Roberts (KKR), who requested 40 cashmere designs to use as corporate Christmas gifts from her.

Poppy Delevigne looked sensational modelling our 2006-2007 Cashmere Collection, which was made using top quality, Italian, Loro Piana, 100% cashmere yarns.

David Yarrow, one of the world’s top wildlife photographers and conservation supporter, offered to shoot the 2013 – 2014 Cashmere Collection around the Exeter countryside. Keen to establish ourselves as a British luxury brand, the natural, luscious, green English background worked brilliantly and resonated with all our values.

One of EmmaJane’s great memories was galloping on a horse with a team of Mongolian herdsmen across the Gobi Planes on Easter Sunday in 2010 during her first trip to Ulaanbaatar in 2010, to interview three cashmere manufacturers. She was touched by the Mongolian British Ambassador’s offer of support over a cup of tea sitting next to her big fat tabby cat at her residence afterwards.

Key lessons you have learned along the way?

Attention to detail.

Trust your intuition.

Have faith.

Best piece of advice you have received?

Be true to yourself.

Advice to an aspiring entrepreneur or woman just starting her career?

Find your passion.

Make it happen.

Take risks, calculated risks.

What funding route have you chosen for your business and why?

We reinvest into the business each year to develop the product range and improve on the creative process. It’s important to innovate to feel excited and passionate about each collection.

Some of the challenges you have faced and how you overcame them?

One year, our Mongolian manufacturer had a warehouse fire, and our suit patterns were burnt after we’d spent months perfecting them with a talented, London tailor. They wouldn’t compensate us for the massive loss of time, expense, commitment, and long-term investment we’d put into them.

However, Mongolia is far away with different laws to the UK. EmmaJane decided not to put good money in to bad, anticipating steep legal fees for any compensation, so instead, it became apparent, the wisest decision was to move on.

Why is it important to support women-led business?

Women who have faced business challenges tend to be incredibly resourceful, proactive and helpful. By giving and supporting others the rewards are bountiful.

60

Seconds

with

EmmaJane Knight

My inspiration is...

The greatest fashion designers that last the test of time, the power of colour, the beauty and resilience of nature.

My greatest fear is...

Failure.

The most courageous thing I’ve ever done is...

Establishing a cashmere brand.

Guilty pleasure?

Dark chocolate.

Mantra you live by?

Carpe Diem.

Female role model?

Coco Chanel.

Women-led brand you love?

WELLECO.

Top productivity tool?

A pen and paper.

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