Share an experience or challenge that has shaped you? One of my earliest memories was sliding wooden blocks into my socks to create my own high heels. I loved the clip-clopping sound they made on the hard floor, it’s a memory that has stayed with me and my passion for shoes only gets stronger with each new collection that I design.
Best piece of advice you have ever been given? Quite early on in our journey when the business was about 3-4 years old, an experienced designer that I was good friends with said to me, ‘Emmy, don’t ever be tempted to go down in price, compromise on quality because once you go down, you can never go back up. Keep your values close and always strive for perfection.'
What advice would you give to your younger self or a woman just starting her career? My advice would be to plan, look back at your plan and re-plan. Look at everything that could go wrong and work out a solution. It’s what I did when I first started the business, and it has paid off well. Make sure you’re doing something you love. Be prepared to work hard, like the hardest you've ever worked - your genuine passion for what you are doing will see you through.
What does success mean to you? Success to me is freedom. Freedom to be creative, to connect and to have the confidence to make decisions. Sounds like quite a simple formula, but 22 years in, I’m still striving to balance all 3 and still very much enjoying the challenge.
How do you handle challenges and changes? What's in your toolkit?I feel like I’ve had to get much better at handling challenges and changes in the past 5 years.
My first instinct is to get everything down on paper, a scribbly mind map is my go-to as it helps unscramble the panic in my head, define priorities and then form an action list.
To help maintain this action list mode I’ve discovered (sometimes the hard way) that I need to simplify my life, not say yes to every invite, prioritise rest and sleep, reduce or stop drinking wine as this really messes up my sleep and focus plus I’ve discovered running and exercise is my way of ring fencing time for myself and a chance to look up at the sky and get a perspective check.
Why is it important to support women in business and women-led business? I think it’s tricky at times to be taken seriously, it can sound a little old fashioned, but it’s true. I enjoy surrounding myself with other women who are growing brands and businesses, I feel we have a lot to share and to give. We can be completely honest with each other which is refreshing. At times it can be a bit lonely being the boss! It’s nice to be with like-minded women who have a similar agenda, no matter their product or service; there are so many common threads that you can share and learn from.
60 Seconds with Emmy Scarterfield
My inspiration is: Everything around me and places I go, it’s more about experiences rather than very tangible, predictable references. Essentially, I tend to be inspired by the things I love, and I hope that other people love them too.
My greatest fear is: Becoming dull!
The most courageous thing I have ever done is: Having twins and running a business at the same time, it’s all a bit of a blur, but we’re through the other side and I’m delighted I persevered.
I am most proud of: One of my proudest moments was opening the boutique in Chelsea, I think that’s been a real achievement for us a business, as a team and it was a real team effort getting the boutique how we wanted it to look and how we as a brand are perceived.
Guiltless pleasure: Crisps, wine and a good book.
Mantra I live by: Do what you love and love what you do.
Female role model: Jo Malone, I relate to her story, she has dyslexia too; I was inspired by the growth that she has achieved and her philosophy to success.
Women-led brand I love: BALANCE ME, they’re fabulous business women and so kind. Our values are similar, we love making women feel confident and beautiful. They’re been so supportive and I love their products!
