Emma: Founder and CEO
I founded Velvet 25 years ago, and my passion for what we do has only grown stronger with time. I’m incredibly proud to lead a brilliant team of talented women – working together is a joy every day. Velvet is also a true family business: my two eldest sons are now part of the team, and my youngest is eager to join after his GCSEs. Even my amazing mum, Iris, keeps us all in line as our management accountant!
As a single mum to three fantastic boys, life is always full – and I wouldn’t have it any other way. I’m deeply inspired by fashion and interiors, and love the balance of living by the sea. You’ll often find me playing tennis, swimming, going for long walks, or catching up with friends over a drink at the local pub.
Iris: Management Accountant and My Mum
Iris was there from the very start and still very much by my side. We started Velvet together
and now she looks after our management accounts. She’s known as Lady I to all the team and you will often see her in our try-ons on Instagram. Forever glamourous, supportive and absolutely wonderful. Everyone loves Iris. She loves gardening, knitting, pilates and just relaxing with her beloved cat Poppet.
Gemma: Managing Director
The brilliant Gemma has been with Velvet for an incredible 17 years and officially took on the role of Managing Director last year. She’s truly the heart of the business – a hugely valued part of the team, an absolute superstar, and a wonderful friend. Gemma oversees everything from marketing and social media to buying, leading the team on our beautiful in-store displays, and making sure the day-to-day runs smoothly. Her passion, creativity, and dedication are second to none.Outside of work, she loves travelling with her lovely husband Ryan, discovering great restaurants, doing yoga, shopping, and spending time with her friends at the pub - maybe why we get on so well!
Ella: Manager & Visual Merchandiser
Eight years at Velvet. Ella works very hard on the day to day running of the shop and is fantastic with all our customers. She has a wicked sense of humour, is a stickler for tidiness, as well as a standout creative genius. Alongside Gemma, she creates, develops and perfects all our lovely instore merchandising and wonderful window displays. A deep love of stage shows, especially Hamilton, her sweet little cat Coco and of course fashion & interiors.
Ellen: Part time Manager
Ten years at Velvet. Ellen is now a fabulous Mum to two little boys Noah and Teddy but still finds time for Velvet a few days a week. She is a ray of sunshine, giving the best hugs, telling the naughtiest jokes and rounds it all off with exceptional customer service. She really loves her dog Mila, her gorgeous boys, oh and of course her husband.
And partial to a sausage roll too!
Helen: Warehouse & Admin Manager
Eighteen years service, with a break in the middle.
Where would we be without Helen? The most organised person ever; the reason our merchandise gets to the shop floor so quickly and in perfect order, and woe-betide anyone who messes up her stockroom. She loves raving, Arsenal FC, anything from the 90's and adventure holidays with her husband!
Elise: Assistant Manager & Buyer
With us nearly four years and an absolute joy to work with. She helps Ella run the shop and also assists Gemma in the buying. Our customers love her and she works very hard on keeping everything organised and running smoothly. She is an audacious charmer, bags of fun to work with and she loves nothing more than a fancy meal out and a good glass of red!
Sarah: Supervisor
Nine years at Velvet. Sarah is a gorgeous, kind and flirty French lady, who looks lovely in all our clothes, which you will often see her modelling on our Instagram. Her flower arrangements are unparalleled, and she is simply charming with our customers, always taking time to help them find their perfect style. She loves her dog Loki, going on city breaks in Europe and drinking champagne!
Natasha: Supervisor
Four years at Velvet. Natasha loves things to be neat and tidy and you will often see her straightening and perfecting everything on the shop floor. She is excellent with our customers and has terrific product knowledge. She loves her cats, and when not at Velvet there’s a good chance she will be at the stables with her beloved horses.
Oscar: Full time Sales Assistant
I’m so excited to officially welcome my eldest son, Oscar, to the Velvet team!
He joins us after three years managing both Menswear and Food at Marks & Spencer in Bath, bringing with him a brilliant mix of retail experience, customer care, and style know-how. Fashion runs in his blood – he’s the third generation in our family to work in the industry – so this really feels like a natural next step.
If he can survive the M&S Foodhall at Christmas, we’re confident he can handle anything we throw at him!
Harriet: Full Time Sales Assistant
Meet Harriet - the newest member of our team who already feels like she’s always been here.
Warm, stylish, and endlessly helpful, she brings a vibrant energy and a fabulous pop of colour to the shop every day.
Our customers adore her - and so do we!
You’ll recognize her by her impeccable style and fab smile.
Bruna: Full time Warehouse Assistant
With us three years now, working closely with Helen to ensure all our fantastic new stock hits the shopfloor in double-quick time. If anything comes in pink, then expect Bruna to be wearing it. She loves to spend her free time chilling out with her fiance and pets Louis and Milo.
Izzy: Part time Sales Assistant
Izzy with us for 3 years - with a gap in the middle. Full of creative flair, a bubbly and jolly soul, she is terrific with the customers and always makes a fuss of the numerous canine visitors we have every day. Never happier than when enjoying a cosy film night in with her boyfriend.
Millie: Part time Sales Assistant
Joined us as a Christmas temp in 2022 and was so impressive, we had to snap her up on a permanent basis. She has an easy charm, wonderful customer service skills and a great appreciation of the Velvet style. She loves to spend time with her friends and listening to great music.
Alice: Part Time Sales Assistant
Alice is super friendly and loves a good chat and you will often find her at the fitting rooms offering excellent styling advice. She is currently studying to become a child play therapist. She loves having cosy cuddles with her cat or enjoying a well deserved pint in the pub.
Sam: Warehouse Assistant
Another proud Mum moment as Sam my middle son has joined the team this year too. He works very hard making sure the shop gets all the new collections and is fully stocked every day. He is not so keen on having his picture taken though but we managed to get this one with Oscar.
George, My Dad
Always deeply missed, by me and the rest of the Velvet team. My lovely Dad George was the Velvet King of cardboard and our biggest supporter, as well as a genuine Hove legend.
A great shop keeper and entrepreneur himself and the foundation of so much of what I have learned along the way.
I'm over the moon that my youngest son, Monty, will be joining us this summer after finishing his GCSEs. He’s super-sporty and thriving at school, studying a wide range of subjects. A cricket superstar with a passion for photography, media, and commerce, Monty is sure to follow in my footsteps and carve out a business of his own before long.
After 25 years, we’re now finally stocking menswear—and all three of my boys have joined Velvet. It’s a proud moment.
Retail runs in the blood in our family. My sister Lorna is also in the gifts business with her wonderful “boxes of joy” over at Hello Gifts.
​
​
​
