Emma Julia Elizabeth Wallace is a talented young New Zealand designer who launched her own design label ‘emma’ in 2006. She graduated with a three year diploma in Fashion Design and Technology from Wellington Polytechnic (now know as Massey University) before spending four years with award winning designer Zana Feuchs as production manager and assistant in her design studio. Emma grew up between Hamilton (where she was born), Wellington and Auckland and now resides in the wild and wonderful south coast of Wellington. We bring you 21 questions with Emma Julia Elizabeth Wallace.

What was your dream job growing up?

Actually my secret dream was to design clothes and I kept scrapbooks of ideas and oggled over costume dramas on telly. I was never very good at art at school and there weren’t really any design options on offer so it wasn’t until I had the confidence in my early 20’s to go for it again.

Where did your career begin?

I was really lucky to get offered a great design/patternmaking job in Wellington straight out of study so got thrown in the deep end and loved it.

What was your biggest fashion blunder?

Wearing a long lacy white ball gown to my 7th form ball, I thought it was icy vintage everyone else told me I looked like I was about to walk down the aisle!

What motivates you to get out of bed in the morning?

The alarm clock, my first cuppa and a cooked breakfast, only on weekends though.

What is the best thing about your job?

Working to my own timetable, finding new inspirations everyday and translating them into clothes that make women happy.

What is the worst thing about your job?

Not having enough hours in the day!

What are the advantages / Disadvantages of being a designer in NZ?

I think I’m really fortunate being a designer in NZ as women really like to support local labels and small boutiques but it can be hard to get economies of scale in such a small market to make your business work.

What has been your career highlight?

Showing at Air NZ Fashion Week last year was really great although every time I spot someone on the street wearing one of my designs it’s a real highlight.

Do you aspire to be like anyone?

There are lots of friends and family I admire but I really only aspire to do the best I can with the knowledge I have at the time.

Who is your favourite fashion Icon and why?

My grandmother Elsa was a stylish lady, maybe not icon status. I do love Kirsten Dunst for her cute, natural, cool style and talent.

Who is your favourite fashion designer?

How do you choose…Marc Jacobs, Luella Bartley, Deborah Sweeney, Chanel the list goes on!!

Where is your favourite holiday location and why?

In recent years I’ve spent lots of holiday time at Waikanae on the Kapiti Coast with family. Great beach for warm summer swims and sunset walks, feels a world away but only an hour from home. We love growing our veggies up there too in a sheltered sunny backyard.

What was your latest luxury purchase?

It’s a really naughty one, when I was down in Dunedin to show in the iD Fashion show I bought a vintage fur jacket from the most excellent charity shop. I ummed and ahhed and think it’s beautiful. I believe it’s good to honour the animals used to make clothing by loving and wearing the garment rather than just dumping it in a landfill that would just be a waste.

What are the first 3 things you pack when travelling?

It’s boring, but comfortable shoes because I always love exploring places on foot, my Aesop stash and a crafty project to stitch in quiet moments.

What is the most common fashion mistake’s made in New Zealand?

I think it’s international but wearing jeans too low and too tight. Slip on a pretty dress instead and you’ll be way more comfortable and cute.

Is there a piece from your latest collection you especially love?

My lucy lovely lace black dress is pretty prefect for parties, puff sleeves, full skirt, deep pockets and for everyday I’m loving my cosy-up cardigan, snuggly, and so easy to slip on to take the chills away. 

What has been your greatest accomplishment?

I can’t take sole responsibility but having my two lovely kids, Bella and Ned, thanks Al.  My label ‘emma’ is a bit like another member of the family but with very different highs and lows.

What do you consider to be the winning formula to success?

I take inspiration from the success stories of people that have setbacks and failures but get back up and keep going to follow their passion. Perseverance is the key to success, achievement and most worthwhile things in life and it’s often the journey that reaps more rewards.

What advice would you give young aspiring designers?

Try and get lots of experience from many people and places but don’t let it weigh you down. Your path will be unique so believe in the wisdom of your heart. Be generous and kind.

What is something we don’t know about you?

I struggle to bake good cupcakes!

What can we expect to see from you next?

More crafty touches and yummy homemade preserves.

For more information visit  www.emmacollections.com