Our wardrobes, much like our homes, should be a reflection of who we truly are, says Emma Vowles, Founder of independent womenswear brand Busby & Fox. By Jessica Jonzen
IMAGE: BUSBY & FOX
In a world where trends are fleeting, independent womenswear brand Busby & Fox is a refreshing safe harbour where timeless style and joyful confidence win out over fast fashion. Founded in 2014 by Emma Vowles, the brand has blossomed from a small floristry business into a celebrated name in fashion, with nine stores across Devon, Cornwall and the South, offering clothing and accessories designed to help women feel utterly themselves. Through her own journey, Emma has built a brand that values confidence, comfort, and lasting beauty above all else. She tells us more.
From Florals to Fashion
Emma’s journey to founding Busby & Fox began with her love for vintage finds and markets in her hometown of Totnes in Devon. “I worked in retail and wholesale, but my weekends were always spent in Camden and Portobello Road, hunting for treasures," Emma recalls. After moving to London and later returning to Devon with her husband Felix and their three daughters, she started a small floristry business from home, which grew into a successful venture.
The opportunity to open a store on Totnes High Street allowed Emma to expand her vision, blending florals with beautiful clothing and homeware. "I noticed that my customers weren’t just coming for the flowers – they were returning for my help in styling," Emma explains. This led to the natural evolution of the shop, and in 2014, the brand Busby & Fox was born. “We wanted to create our own collection – timeless pieces that would make women feel good, inside and out, and that’s still our focus today. It’s this desire to help women feel like themselves again, to create a wardrobe that works for them, that remains at the heart of everything we do.”
BUSBY & FOX FOUNDER EMMA VOWLES
A Love of Timeless Style
Busby & Fox’s collections are a reflection of Emma’s design philosophy – effortless, timeless, and above all, comfortable. "I’m not tied to trends or fast fashion," she says. "Instead, I focus on creating pieces that women will reach for again and again." Emma’s inspiration comes from a wide range of sources, from the colours of the Devon countryside to the elegance of Parisian shutters.
What truly drives Busby & Fox’s designs, however, is the women she creates them for. "I listen to their stories, their needs, and always start with comfort," she says. Each collection is designed with versatility in mind, allowing women to effortlessly mix and match pieces for any occasion.
The Store Experience: A Space to Feel at Home
One of the defining features of Busby & Fox is the atmosphere in its nine stores. Emma’s love for interior design and natural textures is reflected in every detail of the shop. "I want our stores to feel like a safe harbour," she explains. "A place where you're always welcome and never feel pressured. It’s a bit like being at a friend's house – we take our time, listen, and offer ideas.
Every Busby & Fox location is carefully curated to create a calming, welcoming environment. "It’s important to me that our stores feel warm and inviting, a place where customers can feel at ease with themselves and their wardrobes," Emma says. The focus is always on creating a positive experience, offering customers the chance to rediscover their confidence while enjoying a cup of tea and receiving thoughtful styling advice. "All of our clothing is designed to be mix-and-matchable," says Emma. "Whether it’s a pair of signature trousers or a beautifully cut blouse, everything can be styled to suit the individual." The result is a wardrobe that works for any woman, at any stage of life – one that makes her feel good every time she gets dressed.
(LEFT) MARTHA LEOPARD SATIN SKIRT, £98, (RIGHT) A SELECTION OF BANGLES, FROM £35, ALL BUSBY & FOX
Sustainability and Conscious Living
Busby & Fox is also committed to sustainability. "We take a slow-fashion approach," Emma explains. "Instead of rushing to produce new collections, we focus on creating pieces that stand the test of time." The brand prioritises natural, sustainable fabrics and works with European manufacturers who share the same commitment to quality and ethical production.
In addition to using sustainable materials, the brand is always looking for ways to reduce its environmental impact. "We use recycled packaging for online orders and partner with companies that help reduce our carbon footprint," Emma says. "We know we’re on a journey and are committed to keep doing better as we grow.”
Styling for the Season: Timeless Pieces with a Twist
As we move into the cooler months, Emma’s favourite pieces from the latest collection showcase the brand’s commitment to timeless style. "Our signature Rosa maxi-length coat is a true beauty," she says. "It’s deliberately oversized, which means you can wear it with light layers in the autumn and then pile on those chunky knits and boots when it gets colder. The wool-blend fabric makes it super breathable and helps regulate your temperature.” This season, the design team chose to produce the Rosa in a beautiful (and versatile) khaki tone.
Versatility is Busby & Fox’s USP, with pieces that can be styled for any occasion. "This season, I’m all about layering," Emma says. "Pairing beautiful knitwear with our signature Norah trousers or adding a statement coat to a simple dress. It’s all about creating a look that feels effortless, comfortable, and true to you, no matter the season.”
THE ROSA CHECK COAT IN KHAKI, £269, BUSBY & FOX
A Place to Call Home
At its core, Busby & Fox is about more than just selling clothes – it’s about creating a sense of home. "Home is everything to me,” Emma says. “It’s about creating a feeling of comfort, warmth and ease. I bring that feeling into our clothing and stores through our love of natural fabrics and materials. I believe that your wardrobe, much like your home, should be a reflection of who you are – a place where you feel completely yourself.
Until 7 November 2025, members of The Staying In Crowd can receive an exclusive 20% discount at Busby & Fox. Sign up for just £4.80 per month, or enjoy a month free and receive a free gift when you sign up for a year.
