Emmy London’s new Fulham Road store – located in Chelsea’s ‘wedding quarter’ – is heaven for brides to be and occasion goers, offering exquisite shoes, bags and accessories from her collection as well as bespoke wedding heels created specially for you
Photographs by Claire Graham
Heaven on earth for brides to be, the new Emmy London flagship store has opened its doors. Located in Chelsea’s ‘wedding quarter’ at no74 Fulham Road, it couldn’t be more convenient for anyone looking for elegant heels for their wedding day. Not only can you immerse yourself in a retail space full of the most glamorous shoes, bags and bejewelled accessories, but you can pop down the road to visit (among others) great British wedding gown designers Sassi Holford and Amanda Wakeley, jeweller extraordinaire Theo Fennell and top London florist Lavender Green.
The new store is a calm and inviting space – the perfect place to indulge in some ‘me time’ trying on the softest kid leather or suede stilettos, artfully embellished wedding slippers or elegant wedge heels. You will also find a full range of Emmy London accessories – from matching bags to divine crystal-decorated hair decorations and belts
A key feature of the flagship store is that, while it welcomes walk-in shoppers who want to browse or buy from the collection, it also houses a dedicated couture room. This gives you the opportunity to book an appointment with founder and designer Emmy Scarterfield to discuss a bespoke creation. Our hunch is that many walk-in visitors will be tempted into an appointment. We were certainly tempted by the couture room’s samples of butter soft-leathers in delectable colours.
The opening of this new store is perfectly timed for the Christmas and New Year party season and many early visitors have come in search of dream heels for a red-carpet event. It also neatly coincides with the launch of Emmy London’s spring/summer ’17 bridal collection – aptly titled the Chelsea Collection.
This new-season range of bridal shoes and accessories features Emmy London’s signature of intricate details on classic and timeless shoe shapes – including all those decadent crystal, bead and glass Deco-style elements that have won her so many loyal fans among brides. For 2017 you will also see botanical references in the details, in part inspired by Chelsea’s heritage (it is, of course, home of the world famous flower show and botanical garden).
There is plenty to inspire both brides and wedding guests in the new collection. Alongside the traditional pastels and neutrals there are some delicious colour-pop designs in bolder shades – including an irresistible ‘lipstick red’ that would be perfect for adding a flash of drama to your wedding-day ensemble. There are showstopping embellishments in both gold and silver and some super-high heels that tap into the trend for Hollywood-style feminine and sexy silhouettes.
We love the addition of ‘slash and twist’ construction – elegant detailing that combines hand craftsmanship with bold and modern lines. Newly added for 2017, this is something of a technical feat and the design team at Emmy London say that they are very excited by its potential – opening up lots of possibilities for future collections and bespoke shoes. As with all Emmy London signature styles, there is a very special marriage going on here – fine craftsmanship combined with an unerring eye for what makes a perfectly balanced shoe.
One of our favourite styles from the new collection is a fantastic pointed stiletto with elegant teardrop cutouts extending from heel to toe in a contrast metallic leather. It offers the formality of closed toe with a subtle reveal and would be a glamorous pairing with one of the coming season’s slinky cocktail-style gowns or bridal pants – perfect too for mother of the bride or wedding guest. While the shoe feels very contemporary, it does put us in mind of the knockout 1950s heels worn by moviestar fashion icons such as Grace Kelly.
Of course, everyone has their own particular favourites and with the choice extending from sandals and flats to stratospheric heels, the best way to find the shoe that fits your occasion and personal style is to visit Emmy’s Fulham Road flagship. We suggest you set aside plenty of time for your visit because it’s a magical dose of retail therapy right in the heart of Chelsea. Your only real problem is going to be how to narrow down to one pair of shoes.