As a result, Emma founded Emro Designs, a 100% Aboriginal-owned and operated soft furnishing business which showcases colourful indoor and outdoor rugs, mats and pillowcases – all designed by Indigenous artists.
The idea underpinning Emro Designs, says Emma, is to shine a light on Indigenous artists and to celebrate their rich culture and stories in day-care centres and classrooms around the country.
“The idea came about when my boys were in day care, the beginning of every child’s learning journey, and I realised that rugs were such a focal point for storytelling time with the kids,” says Emma.
Emro Designs products feature designs that carry special significance for the artists who painstakingly create them.
Each work contains stories which have been passed down through multiple generations and are specific to the artists’ tribal regions.
“Over the years, I’ve built up strong relationships with our artists, and my goal is to help showcase their talent to a larger audience through different mediums on our products,” she says.
“Our business ethos ensures that artists receive a commission of profit for every item sold, as this means they’re able to continue painting and sharing their stories.”
Noticing a gap in the market for Aboriginal-owned and designed rugs, and realising that many of the existing businesses were actually white-owned, Emma decided to make a change with Emro Designs.
“Being an Indigenous business makes people more confident to purchase from us, as there’s a certain level of trust which is created,” says Emma.
“They see that I’m the person behind the business – every communication is with myself, and people connect with that.”
Drawing strength from her large, close-knit family, Emma is motivated by a deep desire to become a role model for her three kids and the generations of Indigenous women following in her footsteps.
“I grew up with eight siblings in the Tweed, so family is very important to me – I come from a big family and feel very fortunate to have had that growing up,”says Emma.
“I never had a mentor or knew anyone who owned a business or was entrepreneurial in any way, so it’s such an honour to be able to show my children and the next generation what you can do when you have a passion and a goal.”
Since its inception, Emro Designs has grown from strength to strength and is slowly expanding to include a new homewares range in collaboration with Indigenous female artists.
To find out more about Emro Designs and their beautiful range of products, click here.
