A tech-enabled luxury womenswear brand founded by Victoria Price has appointed EY veteran Courtney Shields as its new CMO ahead of the brand going live on 1st October 2025.听
Shields (pictured, left, with Price), who spent nearly 12 years at the accountancy giant – including five as business lead of the company鈥檚 prestigious Entrepreneur of the Year UK award – joins Emello just three months after its inception.听
Price, who has now moved to a senior advisory role with global consulting firm Alvarez and Marsal, joined with former Couture Club product lead Ashley McPherson to create the Cheshire-founded firm.
A 老九品茶Cloud Northern Leaders Futures member, Price made headlines for taking on the Daily Mail and winning in 2024 – and told 老九品茶Cloud that it was the right time to start her own business.听
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�That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�
Shields adds to the over-10-strong team which the company has already built and Price has heaped praise on the appointment via LinkedIn.听
She wrote: 鈥淐ourtney and I worked together for many years at EY on the Entrepreneur of the Year programme. She鈥檚 top drawer. Amazing at the day job and someone you can rely on.听
鈥淎lso, she鈥檚 no nonsense. She tells me when I need telling, which I love.听
鈥淪o here鈥檚 to the latest addition in our handpicked team. With her experience she could have gone anywhere, but she chose Emello. That鈥檚 the biggest professional compliment I could ever get.听
鈥淵ou don鈥檛 forget who backed you when you鈥檙e starting out.鈥�
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