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’s publishers, Associated Newspapers, over a series of articles that centred on her relationship with Asda co-owner Mohsin Issa.
She told BusinessCloud that after two decades of advising entrepreneurs it was the right time to start her own business.
“The 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,” she said.
“That’s why we came up with Emello, taking inspiration from the younger generation’s confidence to wear whatever they want while capturing the elegance and quality of high-end brands that women aspire to wear.
“Emello is tech-enabled from the beginning so we don’t need a big headcount.
“It’s a luxury womenswear brand for women who are powerfully present, constantly in motion and don’t compromise quality in any aspect of their lives.”
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: “It’s the first time in my career I’ve had the opportunity to shape something right from the very beginning. I’ve never worked harder, but it’s never felt so rewarding. I’m beyond lucky to have Victoria Price, our founder, as a mentor on this journey!
“I can’t wait for everyone to see our first collection.”
Price, who is a former EY partner, joined 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 ‘awful chapter’ in her life.