Emma's story

Many say that when you discover that Busby & Fox’s creator, Emma Vowles made her name as an award-winning florist, it all makes sense. Shapes, textures and natural shades all work so beautifully together – in the drape of the clothes, in unique homewares and stunning jewellery, in seasonal displays, and in the vintage decor that wouldn’t be out of place in a Paris flea market.

Many say that when you discover that Busby & Fox’s creator, Emma, made her name as an award-winning florist, it all makes sense. Shapes, textures and natural shades all work so beautifully together – in the drape of the clothes, in unique homewares and stunning jewellery, in seasonal displays, and in the vintage decor that wouldn’t be out of place in a Paris flea market...

One of the things that excites me most is helping women feel themselves again after losing confidence in their own style for one reason or another.

To put together and help build a wardrobe where they feel confident, invigorated, and like their truest, most joyful selves – that’s what I love.

 

Busby & Fox was inspired by Emma’s roots. Returning home to the rolling hills of South Devon from her career in London’s fashion industry, Emma followed her natural flair for putting together delightful things and built her first business as Emma Vowles Flowers.

 

A lifelong collector of curios and trinkets (and by then a mum of three little girls) Emma started to introduce homewares and accessories to the collection for others to treasure, followed by clothes... and in 2016, Busby & Fox was born. Fast-forward five years and the ribbon has just been cut at the seventh Busby & Fox store, with more waiting in the wings.

 

Emma’s passion for creating, curating and beautifying a woman’s wardrobe comes from the heart: her greatest pleasure is to give women the look they’ve always felt they should have and, in turn, empower them to feel their very best.




Busby & Fox was inspired by Emma’s roots. Returning home to the rolling hills of South Devon from her career in London’s fashion industry, Emma followed her natural flair for putting together delightful things and built her first business as Emma Vowles Flowers.

A lifelong collector of curios and trinkets (and by then a mum of three little girls) Emma started to introduce homewares and accessories to the collection for others to treasure, followed by clothes... and in 2014, Busby & Fox was born.

Fast-forward five years and the ribbon has just been cut at the seventh Busby & Fox store, with more waiting in the wings.

The ease of applying a touch of old-time elegance is in Emma’s DNA. A floral arrangement comes from the heart, as does her passion for creating, curating and beautifying wardrobes that gives women the look they’ve always felt they should have, and in turn, empowers them to feel their very best.


One of the things that excites me most is helping women feel themselves again after losing confidence in their own style for one reason or another. To put together and help build a wardrobe where they feel confident, invigorated, and like their truest, most joyful selves – that’s what I love.