Our Mission

At Emily Cape Town, we exist to celebrate women through effortless coastal-inspired fashion made for real life in South Africa. Our mission is to offer a carefully curated collection of timeless and comfortable pieces that reflect the beauty of Cape Town’s coastline and the individuality of every woman who chooses to wear them.

We choose quality over quantity and select each item with intention. Every piece is chosen for how it feels, how it moves and how confidently it can be worn. We believe clothing should feel good in every way, both on the body and in the heart. For this reason, we value ethical sourcing and responsible production wherever possible.

Emily Cape Town is more than a store.

It is a space where women feel welcome, understood and beautifully themselves. A place where style is effortless, comfort is key and every woman is invited to enjoy the simple elegance of everyday living.

Our Vision

Our vision is to become South Africa’s most trusted destination for coastal-inspired fashion for women who value beauty, ease and authenticity. We aim to create more than just a wardrobe. We want to inspire a lifestyle rooted in confidence, self-expression and connection.

We believe clothing should uplift and that style has meaning when it reflects who you truly are. Inspired by the calm and clarity of coastal living, we hope to bring joy and ease into the daily lives of our customers.

Through every collection, every message and every package we prepare with care, our purpose remains the same. We want every woman to feel seen, valued and completely at home with us and with herself.