Emmy London opens flagship store in Chelsea’s wedding quarter

Emmy London opens flagship store in Chelsea's wedding quarter
Emmy London's new flagship is a calm and luxurious space for retail therapy

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.

Emmy London opens new store in Chelsea
Heaven for shoe lovers, Emmy London is located in Chelsea's 'wedding quarter' on Fulham Road

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.

Emmy London opens new flagship in Chelsea's wedding quarter
A calm and luxurious space for browsing the complete Emmy London range, the new store includes a couture room for bespoke shoes

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).

Emmy London opens new flagship in Chelsea's wedding quarter
Emmy London's 2017 collection offers her signature fine detailing, including new botanical references

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.

Emmy London opens flagship in Chelsea's wedding quarter
Super high heels are a feature of the new collection and we love the bold red introduced to the collection

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.

This 'slash and twist' design is new to the Emmy London portfolio

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.

Emmy London opens flagship in Chelsea's wedding quarter
The formality of closed-toe with a hint of reveal in its teardrop cutouts, this chic stiletto is a standout design

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.

Emmy London’s new flagship store is at 74 Fulham Road, SW3, a five-minute walk from South Kensington Underground Station. The new Chelsea collection will be available from the flagship store, online store and through select retailers from January 2017. For more information, visit emmylondon.com
Read our profile of Emmy London founder Emmy Scarterfield.