By Emma – Colourful Fashion by a Glowing Shop Owner

Emma Horskjær has 5 babies. Her 4 children, and her shop, which also bears her name. “When I opened my little boutique 10 years ago, I had no idea I would end up in a bigger shop in the main pedestrian street”, she says.

Emma is 42 years old, from Belgian and Spanish descent. In 2010, as a single mom with not much money, she took a leap of faith. Instead of working in a big brand’s store, she opened her own independent tiny shop, in Langgade, a street in the center of the town. Her trademark : colourful clothes from Paris and Italy, for trendy versatile women.

However, the location of the shop she named “By Emma” was not the best, as most of the potential clients and tourists prefer to walk in the main pedestrian streets, Østergågade and Jernebanegade, not far from there. That’s why she moved here few years ago, in a much bigger boutique, at Østergågade 29. It was a very big gamble, but it definitely paid of !

“I sell at least 20 to 30 pieces of clothing every day”, Emma says. During holidays, the shop attracts a lot of tourists, mostly from Germany, Holland, Norway and Sweden. “We also see some girls from Copenhagen. They come in a group of 8-10 to spend the week-end. I always remember them.” Emma has indeed a very good memory. “I love to remember clients, to know what they like. Sometimes I help men to chose presents for their wife, because I know them as clients”.

If you love colours and patterns, By Emma is right for you. “That’s why people come here”, she confirms. The small prices are also another reason of her success. For instance, for only 359 DKK (48€ / $55), you can get a very unique pair of pants, the piece she sells the most and what she’s famous for.

Photo : by Emma, on Facebook
Photo : by Emma, on Facebook

“Every 8-10 weeks, I renew the whole collection”, Emma says. “And I buy only few pieces for each size”. That’s why if you see something you like, you should buy it right away, because you’ll never see it again or find it elsewhere !
The next step ? A webshop, that should open very soon. I’m sure this will be a success as well… another one.

By Emma
Østergågade 29
4800 Nykøbing Falster

Phone : 26 56 46 65
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