Emma: Founder and CEO
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I founded Velvet 25 years ago, and my passion for the business has only grown stronger with time. I feel incredibly lucky to lead such a brilliant team of talented women, and creating a workplace that feels supportive, inspiring, and creative has always been so important to me.
Velvet is truly a family business — all three of my sons have worked here, and my amazing mum, Iris, also plays a huge role in the business as our management accountant, helping keep us all in line.
As a single mum to three fantastic boys, life is always busy — and I wouldn’t have it any other way. I’m deeply inspired by fashion, interiors, and coastal living, and outside of work you’ll often find me playing tennis, swimming, going for long walks by the sea with my partner, or catching up with friends over a drink at the local pub.
Iris: Management Accountant and My Mum
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Iris has been there from the very beginning — we started Velvet together 25 years ago, and she’s still very much by my side today. As our management accountant, she keeps us all organised and on track, although most of the team simply know her as “Lady I”.
You’ll often spot Iris in our Instagram try-ons, always looking effortlessly glamorous and bringing plenty of laughs along the way. She’s endlessly supportive, wonderfully kind, and a huge part of what makes Velvet feel so special. Everyone absolutely adores Iris.
Outside of work, she loves gardening, knitting, Pilates, and relaxing at home with her beloved cat, Poppet.
Gemma: Managing Director
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Gemma has been part of Velvet for an incredible 17 years and officially stepped into the role of Managing Director in 2024. A hugely valued part of the business, Gemma is truly the heart of Velvet — leading the team with passion, creativity, and endless dedication.
From marketing and social media to buying, visual merchandising, and overseeing the day-to-day running of the store, Gemma has a hand in everything. Her eye for detail, incredible work ethic, and ability to bring ideas to life are what make Velvet so special.
Outside of work, Gemma loves travelling with her lovely husband Ryan, discovering new restaurants, and has recently become obsessed with her new garden — often getting plenty of gardening advice from Iris!
Ella: Manager & Visual Merchandiser
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Ella has been part of the Velvet team for nine years and works incredibly hard on the day-to-day running of the shop. Fantastic with all of our customers, she combines exceptional customer service with a wicked sense of humour, a love of tidiness, and an unbelievably creative eye.
Alongside Gemma, Ella creates, develops, and perfects all of our beautiful in-store merchandising and stunning window displays. The two of them work so brilliantly together, and Ella truly is Gemma’s right-hand woman. Her creativity, dedication, and hard work are such a huge part of what makes Velvet feel so special — we genuinely would be lost without her.
Outside of Velvet, Ella has a deep love of stage shows (especially Hamilton!), fashion, interiors, and spending time with her fiance and cat, Coco. One of the kindest and most caring managers you could ever wish to work with, Ella brings warmth, laughter, and creativity into every single day at Velvet.
Helen: Warehouse & Admin Manager
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Helen has been part of the Velvet family for an incredible eighteen years — with a little break in the middle — and honestly, where would we be without her?
The most organised person imaginable, Helen is the reason our new collections make it to the shop floor so quickly and in perfect order. She also keeps all of our invoices sorted and everything running smoothly behind the scenes — although she is known for being just a little bit late from time to time! Woe-betide anyone who dares mess up her stockroom.
Outside of work, Helen loves raving, Arsenal FC, anything from the 90s, and heading off on adventure holidays with her husband.
Ellen: Part time Manager
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Ellen has been part of the Velvet family for ten years and is now a fabulous mum to two gorgeous little boys, Noah and Teddy — although she still thankfully finds time to be with us a few days a week.
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An absolute ray of sunshine, Ellen lights up every room she walks into. She gives the best hugs, tells the naughtiest jokes, and somehow balances it all with truly exceptional customer service. If you ever need a good cuddle or cheering up, Ellen is definitely your woman — we all need an Ellen in our lives!
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She absolutely adores her dog Mila, her beautiful boys, and of course her husband… and she’s also very partial to a sausage roll or two!
Natasha: Senior Supervisor
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Natasha has been part of the Velvet team for five years and is an absolute perfectionist when it comes to the shop floor. She loves everything to be neat, tidy, and beautifully presented, so you’ll often spot her straightening rails and perfecting displays throughout the day.
As well as being fantastic with our customers and having terrific product knowledge, Natasha is also the go-to person for all things tech and organisation at Velvet, helping keep everything running smoothly behind the scenes.
Outside of Velvet, Natasha loves her cats, and when she’s not in store there’s a very good chance you’ll find her at the stables spending time with her beloved horses.
Harriet: Senior Sales
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Harriet has been part of the Velvet team for over a year now and has become such a valued part of our shop family.
Warm, stylish, and endlessly helpful, she brings such a vibrant energy to Velvet every day, along with a fabulous pop of colour that perfectly reflects her personality.
Our customers absolutely adore her — and so do we! You’ll always recognise Harriet by her impeccable style, friendly nature, and fabulous smile.
Izzy: Sales Assistant
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Izzy has been with us for four years — with a little gap in the middle — and we’ve loved having her back as part of the Velvet team. Full of creative flair and always bringing such bubbly, joyful energy to the shop, she’s wonderful with our customers and a real pleasure to work with.
She’s also guaranteed to make a fuss of the many canine visitors we welcome into Velvet every day, which our customers (and dogs!) absolutely love.
Outside of work, Izzy is happiest enjoying a cosy film night in with her boyfriend.
Bruna: Warehouse & Shopfloor Assistant
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Bruna has been with us for four years now, working closely with Helen to ensure all of our fantastic new stock hits the shop floor in double-quick time. With an excellent knowledge of all our collections and a naturally warm personality, she’s wonderful with our customers and always goes above and beyond to help.
If you book a styling appointment at Velvet, chances are Bruna will be the one looking after you — offering honest advice, effortless styling ideas, and making everyone feel completely at ease.
Bruna recently got married, with the whole Velvet team there to celebrate — and we all had the best time! Outside of work, she loves spending time relaxing with her wife and their beloved pets, Louis and Milo.
Millie: Part time Sales Assistant
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Millie first joined Velvet as a Christmas temp in 2022 and impressed us so much that we simply had to snap her up permanently! Since then, she’s become such a valued part of the team, bringing an easy charm, wonderful customer service skills, and a natural appreciation for the Velvet style.
Friendly, creative, and always lovely to be around, Millie has a way of making customers feel instantly comfortable and welcome in-store.
Outside of work, she loves spending time with her friends and boyfriend, going to gigs and making films.
Zoe: Full time Sales Assistant
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Zoe has recently joined the Velvet team and has been an absolute joy to work with from day one. Always helpful, smiley, and positive, she has fitted in so naturally and quickly become such a lovely part of the team.
You’ll often find Zoe helping customers in the changing rooms, always ready with styling advice, a friendly chat, and a big smile. Her warm personality and enthusiasm make everyone feel welcome at Velvet.
Outside of work, Zoe loves spending time with her friends and boyfriend, and is always out living her best life!
Ella G: Part Time Sales Assistant
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Ella was part of the Velvet team for three years before going on to work in styling for various publications. Thankfully for us, she still comes back to help out at Velvet whenever needed — and we absolutely love having her in store.
Creative, stylish, and always a joy to work with, Ella brings such a lovely energy to the team and is wonderful with all of our customers. Her styling background and natural eye for fashion make her such a valued part of Velvet whenever she’s back with us.
Alice: Ad Hoc Sale Assistant
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Alice is super friendly, loves a good chat, and always brings such a lovely energy to the team. You’ll often find her in the fitting rooms offering excellent styling advice and helping customers feel confident and comfortable.
Alongside working at Velvet, Alice is currently studying to become a child play therapist, which suits her caring and thoughtful nature perfectly.
Outside of work, she loves cosy cuddles with her cat or enjoying a well-deserved pint at the pub with friends.
Sam: Warehouse Assistant
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Sam, my middle son, joined the Velvet team in 2024 and works incredibly hard behind the scenes making sure the shop is always fully stocked and ready with all of our latest collections.
Not one for the spotlight, Sam is definitely less keen on having his picture taken — although we did manage to get this lovely photo with his older brother, Oscar! Reliable, hardworking, and always willing to help, he’s become such a valued part of the team.
At the moment, Sam is off travelling around Thailand, but no doubt he’ll be back with us again soon.
George, My Dad
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Always deeply missed by me and the entire Velvet team, my lovely Dad George was the Velvet “King of Cardboard” and without doubt our biggest supporter — as well as a genuine Hove legend.
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A brilliant shopkeeper and entrepreneur himself, Dad was the foundation of so much of what I’ve learned along the way. His hard work, humour, and encouragement helped shape me and Velvet.
He will always remain such a huge part of the Velvet story and is thought about with so much love.
