Helping you feel good in your clothes - without chasing perfection.

Hi, I’m Emma. I’m a style chameleon, Nippy’s chocolate milk enthusiast, and a neurodivergent mum of two who loves turning chaos into something that works.

I’ve spent most of my career across fashion, hair, and beauty - leading big teams, running ops, solving complex problems, and mentoring people to be their best. But underneath all that, I’ve always had a deep love for personal style and the psychology behind how we dress.

For years, I helped friends, team members, and clients figure out what worked for them - but it took me a while to realise I could turn that into a business. Why? Imposter syndrome. I knew I had the skills, but I didn’t feel perfect enough.

That’s how Not Perfect was born.

Service Menu

This is personal.

I’ve lived in a body that’s worn clothes from a size 8 to a size 20. I know what it’s like to feel great in your skin - and I know what it’s like to feel like nothing fits, literally or emotionally.

I’ve learned that true style comes when you stop dressing for who you think you should be, and start dressing for who you really are.

Today, my own style is more “me” than it’s ever been; comfortable, confident, a little bit French-inspired, and totally unbothered by old-school rules (yes, you can wear any colour you love - I can show you how).

I don’t believe in makeovers. I believe in transformations that last.

What working with me is like

I’ve been told I make people feel seen, empowered, and understood. That I have a weirdly specific skill for “reading your mind” to understand you and help you get clear on what works - and what doesn’t. I bring structure to the chaos, help you cut through the noise, and show you how to get dressed with more ease and less decision fatigue.

Whether we’re editing your wardrobe, defining your style, or building systems that make mornings easier, you’ll walk away with practical tools, renewed confidence, and a few of my favourite catch phrases stuck in your head.
(You’ve been warned.)

A bit of my background

  • Studied Clothing & Textile Science, majoring in the Social Psychology of Clothing

  • Career across hair, beauty, hospitality, and fashion

  • Strong focus on coaching, systems, styling, and image

  • Lived experience dressing bodies of many shapes and sizes

  • Deep knowledge of wardrobe value and how/where to resell what you no longer love,
    thanks to seven years working in designer fashion resale

What I can help you do

  • Save time getting dressed (yes, even on the busiest mornings)

  • Feel confident and comfortable in your clothes, every single day

  • Get more value out of what you already own

  • Shop smarter - with purpose and strategy

Because perfect isn’t the goal - feeling like you is.

I started Not Perfect because that’s been my journey too - letting go of who I thought I should be, and getting to know who I really am.

When you feel good in your clothes, you carry yourself differently. You show up with more energy, more clarity, and more you.

Let’s build a wardrobe, and a system, that works for your perfectly imperfect life.