Victoria Price, who famously made headlines for taking on the Daily Mail and winning, is launching a new luxury womenswear brand.
Price, who is moving into a senior advisory role with global consulting firm Alvarez and Marsal, has joined forces with experienced Ashley McPherson to launch Emello.
The women-led eCommerce brand will go live on October 1st but has already built a 10-strong team.
Last year Price successfully took legal action agains the Daily Mail鈥檚 publishers, Associated Newspapers, over a series of articles that centred on her relationship with Asda co-owner Mohsin Issa.
She told 老九品茶Cloud that after two decades of advising entrepreneurs it was the right time to start her own business.
鈥淭he more women that I spoke to the more it became obvious that they regularly felt overdressed, whether that was at work, in a meeting or a social occasion,鈥� she said.
鈥淭hat鈥檚 why we came up with Emello, taking inspiration from the younger generation鈥檚 confidence to wear whatever they want while capturing the elegance and quality of high-end brands that women aspire to wear.
鈥淓mello is tech-enabled from the beginning so we don鈥檛 need a big headcount.
鈥淚t鈥檚 a luxury womenswear brand for women who are powerfully present, constantly in motion and don鈥檛 compromise quality in any aspect of their lives.鈥�
Ashley McPherson, who previously worked as the product lead at The Couture Club, will work as the co-CEO and head of product at the Prestbury-based business.
Writing on LinkedIn she said: 鈥淚t鈥檚 the first time in my career I鈥檝e had the opportunity to shape something right from the very beginning. I鈥檝e never worked harder, but it鈥檚 never felt so rewarding. I鈥檓 beyond lucky to have Victoria Price, our founder, as a mentor on this journey!
鈥淚 can鈥檛 wait for everyone to see our first collection.鈥�
Price, who is a former EY partner, joined 聽Alvarez and Marsal last year to lead their private capital team in the UK. She will now transition into a senior advisory role at A&M but will move away from the day-to-day operations.
Last year Associated Newspapers settled a high profile privacy claim with Price and paid damages over a series of articles they published about her relationship with Issa.
Price donated the damages and a proportion of her legal fees from the case to charity and previously described her experience with the media giant as an 鈥榓wful chapter鈥� in her life.