Oop... little plug... did you know we are hosting our biggest sample sale yet this Saturday, August 29th, from 12–5pm in Montreal’s Mile End? The address is 4556 Boulevard Saint-Laurent.

You can use these insights for our event and also store them in your beautiful brain and use them for any other sort of event like this that might come into your fashionable life.

First and foremost... what is a sample sale, why do we do them, and why is it worth it for you?

For us, our sample sales include:

• Samples (duh...), discounted overstock from the last season, and pieces that may have small flaws that we cannot sell at regular price

• And, of course, vintage!! This is self-explanatory.

Samples:

As a designer, we go through many, many drafts of samples until we land on our finished product. This means testing designs in different fabrics, fit alterations, and sometimes even one-of-one gems that we decided to never launch. If you like being unique and finding special pieces nobody else is going to have, then you’ve come to the right place.

If you are familiar with the brand of ours, you might also be able to spot how one sample was the precursor to another. It is an interesting documentation of the design process if that is something you find interesting!

Overstock & flaws:

As always, some sizes sell better than others, some colors better than others, and often we can be left with extra stock. Sometimes we also might have pieces with slight flaws, tiny imperfections that keep us from being able to sell them at full price.

Why you should care as a broke fashion girl:

Great prices and discounts. Brand-to-brand sample sale prices mean different things. For us, it’s up to 70% off, so that’s pretty serious if you ask me...

I also know supporting small businesses and ethically made pieces can be so inaccessible for many of us. Sample sales are perfect places for you to be able to support at a cost that is more approachable.

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Here are the real tips to getting the best shit:

1. Come early!!

Do not sleep in, get up, grab a coffee and a book to read in line or a friend to entertain you, and get there at least an hour before.

We always open our sample sales at noon. There is always a line forming as early as 10am when I come in to finalize setup.

This is especially important if you are looking for a specific size or one-of-one samples.

2. Where to look:

Here is an insider scoop of how we organize our space, and perhaps other brands do too. We organize our racks by color usually, then styles will be grouped together on that rack, and then the sizes will usually be from smallest to largest. If you get there early enough where everything is still neatly organized, save time, and if you want something specific, look out for this structure.

3. Expect chaos:

It can be chaotic, the girls do not come to play. Please be careful and respectful of one another, but I will say... be mindful if you see something you are remotely interested in. Make sure to hold onto it for dear life and try it on!

If you leave something for too long, someone WILL grab it from you!

This also means be very aware of your own personal belongings. Do not leave your jackets or accessories unattended.

4. Pack and dress lightly!!

Do not bring lots of layers or heavy bags. You WILL regret it.

I recommend a small, portable purse and tight clothing. The fitting room lines can be long, so if you are patient, that is of course the best place to go and try things on.

Pro tip: wear mini shorts or leggings and a tank to skip lines and try your pieces over your clothes. I also like to wear a thong to get the clearest image of how a piece will lay on my body, without having clunky fabric from a granny panty, etc.

We have lots of mirrors around, so you can freely try things on as you shop.

5. Bring something for your hair if it gets in your way:

Hair clip, elastic, whatever. Too many times I’ve had my hair in my eyes, overstimulating me, or getting caught in a hanger, etc. This will make a stressful experience much, much harder.

6. Bring a reusable bag!

I often bring a compact canvas tote bag in my purse in case I get a good pile of stuff, so I have a way to carry everything.

We do, of course, have paper shopping bags, but if you also have a whole day ahead of you, you will be so thankful to have something sturdier! Also, we are all about sustainability, so reuse, reduce, recycle! Yay!

7. Stay hydrated!

We will be giving out free Zamaleks for as long as we have supplies, but of course bring a water bottle or something. It can be overstimulating and draining to be searching and trying things on.

8. Hygiene, please!!

We sell a lot of swimwear and lingerie, and too many times people do not try their pieces on over their underwear... be hygienic and mindful of the other people who will potentially try on your rejected pile and the staff that has to deal with this.

And that is pretty much EVERYTHING you need to know to survive a sample sale!!

It’s really easy to get competitive when you see something you love and know there’s only one of it, but try to remember that everyone is there for the same reason and, at the end of the day, it’s supposed to be FUN!!

There’s something so fun about being surrounded by a whole community of people who love the same things you do. We’ve seen so many cute friendships grow out of our regulars who come and see the same people at our events, and slowly get to know each other. Who knows, maybe you’ll even make a friend!!

So come prepared, come early, and most importantly... come ready to have fun and shop ;)

Can’t wait to see you all there!! ♡

I would argue that this applies to every aspect of our lives, from the buildings many of us inhabit, unstable, paper-thin, built in a matter of weeks, to the food we eat; plump, glossy, packaged in plastic, almost plastic itself. We are unbothered by the process of how it grew, the nurturing of the seedlings, the hands that picked it, or the planes that shipped it straight to your porcelain plate.

Or, in my particular interest, in the clothing we wear: where and how the raw materials are sourced, the machines built to sew it into wearable garments, the skilled hands of workers who carefully assemble each seam, or a task so mundane you may not even give it a second thought: how to care for it, from washing to storing.

I know many of us toss everything into one machine load, drizzle in a heaping pour of fluorescent, powdery, scented detergent, then into a scorching tumble dry, and hope for the best. We wonder why our sweaters shrink, why the elastics and laces bust prematurely, and seams split down the middle.

In contrast to our grandmothers, who spent days mending and repairing their clothes time and time again. They carried an extensive repertoire of knowledge: from fiber composition, to how to wash and treat each one, remove stains with pantry staples, mend tears, patch rips, and replace fallen buttons.

We’ve lost our patience, and the tender touch of care. We’ve lost the ritual of it, the knowledge of how to tend to the things we own, and perhaps even the joy that can come from doing so.

This is a topic we often circle back to here at Em&May, the ways these simple, mundane skills once passed down have faded in today’s fast fashion cycle. Specifically, coming at this from the perspective of a slow fashion brand, we care that our pieces will last you more than one season. This mentality is with us at every step, from when we design a pattern, to the techniques we use to sew them, and then, once the garment is in your hands, we want to also equip you with the knowledge to care for your pieces, and hopefully find joy in doing so.

That’s why we’ve recently partnered with Eucalan, an eco-friendly, no-rinse delicate wash made for your laundry rituals, gifting 50 free Eucalan sample kits to the first 50 orders of today’s lingerie restock. Designed to extend the life of wool, cotton, linen, silk — and most importantly to us... your lingerie.

Eucalan truly has the most extensive index on their website for all of your laundry questions and concerns. (https://eucalan.com/laundry-lessons)

Here is a brief and comprehensive breakdown of my own laundry routine, as a fashion girl who really really cares about her pieces, how I care for my garments using Eucalan, and how you can too.

Know what you’re working with

First and foremost, you need to know what you are working with. A garment’s material makeup is often located on the fiber content tag, typically placed at the side seam or center back of the neck. Knowing the material helps you know how to take care of it.

Protein-based fibers

Natural fibers derived from animal sources, including wool, alpaca, angora, silk, mohair, cashmere, and camel hair.

These fibers don’t typically perform well against heat. They should generally be air dried and hand washed with a no-rinse wash like Eucalan. In certain cases, these can also be dry cleaned.

Natural fibers can also be susceptible to damage from things like wool moths, so it’s important to look for small holes throughout your garments. If you’re buying these items secondhand, or you notice signs of damage, take extra care before storing them. Freeze thrifted wool, fur, or silk items for two weeks before storing to kill moth larvae. Moths can destroy garments beyond repair.

Cellulose-based fibers

Plant-derived fibers including cotton, linen, hemp, jute, bamboo, ramie, and Piñatex.

These are generally more forgiving than protein-based fibers, but repeated exposure to high heat can still weaken fibers, cause shrinkage, and fade dyes. I prefer to wash them on a cool or warm, gentle cycle and air dry whenever possible. Linen in particular can become brittle with excessive heat and agitation.

Plant-based fibers also absorb a lot of water, which can make garments heavier when wet. Delicate or loosely woven pieces can stretch or lose their shape when hung while wet, so lay them flat to dry.

Regenerated cellulose fibers

These are made from plant-based cellulose that has been processed and turned into a new fiber. Some examples are rayon, viscose, modal, lyocell / Tencel, and cupro.

Although these fibers originate from plants, they behave differently from natural cellulose fibers like cotton and linen. They can be particularly delicate when wet, with viscose especially prone to shrinking, stretching, or losing its shape.

These should generally be washed on a gentle cycle in cool water and air dried. Avoid wringing or twisting them, and instead gently press out excess water before laying flat or hanging carefully to dry.

Synthetic-based fibers

Man-made fibers generally created from polymers derived from petroleum or other chemical sources, including polyester, nylon, polyamide, acrylic, elastane / spandex, and Lycra.

Synthetic fibers are generally durable and resistant to shrinking, but can be particularly susceptible to heat. This is especially important for elastane, which can lose its stretch and recovery when exposed to high temperatures.

This is particularly important for lingerie and swimwear, where elastane gives a garment its shape and stretch. I recommend handwashing these items in cool or tepid water, or on gentle cycle and air drying whenever possible. Synthetic fabrics can also shed tiny plastic fibers during washing, another reason to handwash or use a special mesh laundry bag, this keeps the tiny broken bits of plastic out of local wastewater systems and waterways.

Blended fibers

And then, of course, there are blends. Many garments aren’t made from one single fiber, but a combination of two or more. Cotton + elastane, wool + nylon, linen + cotton, silk + wool, polyester + elastane — the list goes on and on…

Blends are often designed to combine the best qualities of different fibers. When caring for a blended garment, look at the entire fiber composition rather than focusing on just one fiber. The most delicate or heat-sensitive fiber should usually determine how you wash it.

And, as always, the care label is there for a reason. Fiber content tells you what your garment is made from; the care label tells you how that particular garment should be treated. When in doubt, follow it.

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Now, let’s do some laundry

When doing regular laundry, I will always separate between darks and lights to avoid any unwanted dye bleeding out and staining my lights. This is a non-negotiable.

Wash less, don’t worry you won’t be stinky:
Not everything needs to be washed after every wear. Sometimes a garment simply needs to be aired out, spot treated, or steamed. The less frequently you wash something, the less wear you’re putting on the fibers.

Cold water is your best friend!!!!
Unless a garment specifically calls for hot water, I almost always opt for cool or lukewarm. It’s gentler on fibers, helps prevent colors from fading, and is especially important for anything with elastane.

Turn your clothes inside out.
Especially anything printed, dyed, embroidered, or particularly delicate. It helps protect the surface of the garment from friction during the wash.

Zip it up, button it up, hook it up:
Loose hardware can catch on other garments and cause unnecessary pulls, snags, and tears.

Use less detergent.
More detergent does not mean cleaner clothes. Excess detergent can build up in your garments, leave residue, and even trap odors. Follow the recommended amount, for Eucland Delicate wash only add 5ml to your load of laundry or washbasin.

I know it is hard… but please try to skip the dryer:
I know its easy… but heat is one of the quickest ways to age your clothes. Elastics lose their stretch, fibers weaken, and garments can shrink or warp. Air drying is almost always my preference. Your clothes will thank you, and so will I!

Don’t hang everything.
Heavy knits, sweaters, and anything with a lot of stretch can become misshapen when hung for long periods of time. Fold them instead.

We are human, and sometimes we are clumsy… I know I am

If you’ve stained a garment, don’t give up! Wash out the stain immediately, or as soon as possible, under cold water. Hot water can set certain stains, making them much harder to remove.

Oil stains (the hardest to deal with):
Blot out excess. Mix baking soda and dish soap into a paste and spot treat the area, leaving the paste on for 15 minutes. Rinse out under tepid water, then wash normally.

Blood:
This fix can be a lifesaver, especially for extending the look and life of your intimates. Cold water, always. Rinse the stain from the back of the fabric and gently work out what you can. Never EVER use hot water on blood stains.

Coffee & tea:
Blot rather than rub, then rinse with cool water as soon as possible. A little gentle detergent can help with what remains.

Makeup:
A tiny amount of dish soap or gentle detergent can help break down oily makeup. Spot test first, especially on silk or other delicate fabrics.

On the go:
I love to use Eucalan’s stain treating towelettes for those inevitable little spills when you’re nowhere near a washing machine. They’re perfect to keep in your bag and use before a stain has time to set.

Finally, my holy grail product for any natural stain removal is, Sodium Percarbonate. This is a dream for lifting sweat stains, coffee, wine… you name it!

Last but not least, never put a stained garment in the dryer until you’re sure the stain is gone. The heat can set it, making it much harder to remove later.

Clothes are expensive, and often not made to last. If you’re a fashion girl like myself, or simply like the clothes you have, you should want them to last you a lifetime — and that is possible with a little more care and attention.

You might even find that it’s oddly calming to hand wash your intimates or your silks, placing them delicately on the line outside to dry under the sun. Put on a little nightgown, a face mask, and an ambient jazz album, or an episode of an eight-season soap opera like your grandmother would have. Find a way to romanticize this task. You will see there is something so satisfying about knowing exactly what you are doing, why you are doing it, and taking the time to care for something you love.

Maybe laundry doesn’t have to be another chore to rush through. Maybe it can be a small ritual, a little pause in the week, and an opportunity to practice the patience and tenderness we seem to have lost.

So, for the love of laundry, slow down a little. Your clothes will thank you, and so will I!

Emma and I met in Grade 1 at ballet and instantly became inseparable. They nicknamed us the M&M’s because one was never without the other (which became even funnier the year we dressed up as M&M’s for Halloween). Please enjoy this humbling 2011 blackberry pic…

She was my right hand through every stage of growing up. Every first crush, every dramatic heartbreak (emphasis on dramatic), every sleepover that somehow ended with us planning out our entire futures. We’d confidently say we’d both be married by twenty-six and have kids by twenty-eight, as though life followed a neat little timeline. LOL. Safe to say we’re a little behind schedule... but I think our younger selves would forgive us.

After high school, our paths started taking shape in different ways. Emma went into business while I completely immersed myself in fashion and sewing. Even back then, before Em & May was really anything at all, she somehow found herself involved. She modeled countless pieces for me, from some very questionable tie-dye dresses (if I can find the photos, I will expose us) to student runway collections, and somehow acted like every single one was groundbreaking. Emma has always been my number one fan.

Eventually, we both left Newfoundland. She moved to Kelowna, BC, and I packed up my life and moved to Montreal. Leaving each other honestly felt like a breakup. It’s strange how someone can become such a constant in your everyday life that moving across the country feels like losing a piece of yourself. But somehow our friendship never really changed. We grew into different people in different cities, yet every time we talk it still feels like we’re fifteen years old sitting on someone’s bedroom floor.

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So naturally, when she got engaged, my brain immediately went somewhere that probably surprises absolutely no one.

Lace.

Silk.

Bows.

I knew almost instantly that I wanted to make something for her.

A few weeks later she came to Montreal, and we spent an entire afternoon wandering from fabric store to fabric store searching for the perfect French lace. If you’ve ever gone fabric shopping with me, you’ll know it’s less shopping and more of a full-blown treasure hunt. We compared ivory against cream in every light imaginable, pulled trims off shelves, unfolded delicate laces that had probably been sitting untouched for years. Somewhere between all those little shops, the project slowly came together. I decided I would make her veil, and her bridal lingerie.

I’ve always had such a soft spot for lingerie. Maybe it’s because these pieces are so intimate. They’re usually hidden beneath everything else, yet somehow they’re the garments that can make you feel the most beautiful. There’s something incredibly romantic about creating something that’s just for you... and, well... you know. Every tiny lace edge, every elastic, every little bow has to be considered. It’s delicate work, but I think that’s exactly why I love it.

The most special part of Emma’s set actually started months before she was even engaged. I found the most beautiful deadstock lace, a soft ivory with tiny sage green floral details woven throughout it. It immediately reminded me of vintage lingerie, but I only managed to source about a metre of it. There wasn’t nearly enough to launch a collection, so I folded it neatly onto my fabric shelf and told myself I’d save it for something special one day.

Turns out, I had been saving it for Emma all along.

I paired it with beautiful deadstock silk from the ‘90s and vintage elastic trims I’d been collecting over the years. The set slowly became four pieces: our Solenne bralette, our Addison swim bottom but panty version, a pocket panty, and of course, a matching garter. Every decision felt deeply personal because I wasn’t designing for customers or thinking about production costs or whether we could source enough lace to launch it. I was simply thinking about my best friend and what would make her feel beautiful on one of the biggest days of her life.

Making something for one person feels completely different than designing for a collection. Usually every decision has to make business sense. Is there enough fabric? Will customers like it? Can we produce it over and over again? But none of those questions mattered here. Instead, I got to create purely from instinct. I chose details because they reminded me of Emma, not because they’d perform well online. I forgot how freeing that feeling was.

In a funny way, this project reminded me why I fell in love with sewing in the first place. Somewhere between running a business, planning collections, managing production, answering emails, putting out little (or big) fires every day, and making sure everything actually functions, it’s easy to forget what it feels like to create simply because your heart wants to. This bridal project completely reignited that feeling for me.

People keep asking me if this means there’s a bridal collection coming.

A few months ago I probably would’ve laughed and said absolutely not.

Now...

I’m honestly not so sure.

There’s something so beautiful about heirloom pieces. Garments that become part of someone’s memories, that live tucked away in drawers for decades before they’re rediscovered and remembered. Maybe this project opened a door I didn’t know was there. Or maybe it simply reminded me how much I love making beautiful things for meaningful moments. (Or maybe I’m just a hopeless romantic.)

Of course, I couldn’t make Emma something special without secretly making myself something too. I wanted to wear one of my own designs to the wedding, so Naëla, our incredibly talented seamstress, helped me bring my vision to life. I knew I wanted a dress made from 100% silk that felt effortless and drapey. Funnily enough, while Emma and I were shopping for lace that day, I found the exact silk I’d been imagining. It felt like one of those little coincidences that make a day even more memorable.

The wedding is this Saturday, so I don’t have proper photos just yet, but trust me... I’ll be sharing everything very soon.

Making custom pieces while running a full-time business isn’t exactly practical. It takes patience, long evenings, and probably more hours than I’d like to admit. But not once did this project feel like work. Every moment reminded me of over twenty years of friendship, and somehow that made the entire process feel lighter.

This project is such a tiny piece of my world, but one that’s incredibly close to my heart. It reminded me that sometimes the most meaningful things we’ll ever create aren’t for a collection, a launch, or a business milestone. Sometimes they’re simply for the people who’ve stood beside us through every version of ourselves.

And maybe that’s the most beautiful thing I’ve ever had the chance to sew.

With so much love,

- Em, xoxox

I could have never anticipated the amount of love we received. It’s so rewarding to see all of our hard work be so well received. So many steps, decisions, and hours have gone into creating this collection, and I wanted to celebrate by sharing a little diary of the behind-the-scenes (more like seams…) moments we captured along the way.

In the current state of the world, we’ve become accustomed to immediacy, convenience and an illusion of effortless perfection is often what we’re shown from the outside.

The truth is, making things is so hard—no matter what it is, especially at an industrial level. Fashion, and swimwear especially, involves so many steps behind the creation of one piece, let alone an entire collection. These details and hours of work often go unseen.

I could (and will eventually) make a whole post about the process behind it all.

For the time being… here are some of the moments we documented through the long nights, endless hours, and all the work that brought Stargirls to life.

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Stargirls is online now, and there are still so many pieces available! (shop here: https://emandmay.com/collections/ready-to-ship) ☆

Here’s a little secret for those of you in Montreal… I haven’t announced this yet, but we’ll be opening up our showroom for shopping appointments all week long.

As a thank you for all the love you’ve shown this collection, every purchase will receive a little gift with purchase (but I have to keep some details a secret for now.)

Stay tuned as I’ll be sharing more details about the showroom, logistics, and our new booking system on Instagram over the next few days.

Thank you again for all your love and support, words truly cannot express what it means to us and to me. I love our community, you guys are the real Stargirls!

With love,

Em xoxo

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Work has been all-consuming and ever-evolving. Every day seems to present a new challenge, and so much is changing at Em&May. As some of you may have already read on Instagram, we’re working toward shifting our entire business and production model. While we have always operated primarily as a made-to-order brand, we’re beginning to test the waters of becoming a ready-to-ship business.

Don’t fret, custom sizing and a certain level of production will still remain in-house, but we’ve reached a point where we simply can’t do it all while fulfilling the volume of orders we have pending. A blessing beyond words, and also daunting curse to try and navigate.

I’ve been actively taking these steps toward a new way of working and, oh boy, do I need a big fat drink. Or drinks. Did I forget the s?

Honestly, our whole team does.

Everyone has been working incredibly hard, not only on the day-to-day tasks at hand, but also putting so much thought, energy, and care into building a new future for Em&May, and something super big and juicy that I can’t quite share with you yet.

So today, instead of focusing on the business side of things, I wanted to share something a little lighter: my three all-time favourite drinks.

It is no secret that I enjoy an alcoholic beverage, and over the years I’ve developed quite a broad palate for them. Whether it’s a glass of wine with dinner, a cheeky cocktail, or something bubbly to celebrate, I rarely say no.

Today in particular, I sort of want to cry and celebrate at the same time, so these are the drinks I order on a night out in my most fabulous outfit, enjoy with my team at a 5 à 7, or sip with my sister Laura over dinner after a grueling day of work.

Lately, they’ve been the sweetest little treats, making these chaotic days just a little more enjoyable. Without further ado, here is my lineup, and my tried-and-true recipes.

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A Sweet Talker in a Glass - Lychee Martini

This is the best drink for a bad day. Hands down. This sweet, but deceptively strong cocktail can soothe just about any anxiety. The sight of a martini glass alone makes me feel like I have my life together even on the most chaotic of days, it’s grown, it’s chic. But this version, unlike a dirty martini (which, by the way, is usually my go-to on an average night), isn’t as harsh. It’s sweet, floral, and really easy to drink.

What you need:

• 2 oz vodka

• 1 oz lychee liqueur (I use Soho)

• 1 oz lychee juice

• ½ oz fresh lime juice

• Ice

• 1–2 canned lychees for garnish

• If I need an extra treat, I’ll garnish with a Luxardo Maraschino Cherry!

How:

1. Fill a cocktail shaker with ice.

2. Add vodka, lychee liqueur/syrup, lychee juice, and lime juice.

3. Shake for 15–20 seconds or until your fingers freeze.

4. Strain into a chilled martini glass.

5. Garnish with a lychee or cherry!

   

When the Energy Needs a Hard Reset - Passionfruit Margarita

This is what I drink when I’m trying to rally on a night out, and the night needs to get going. There’s something about the combination of the tropical passion fruit and tequila that instantly puts a pep in my step. If I’m really trying to get the party going, I’ll make it spicy and give myself a thick Tajín rim. There’s simply no way this drink isn’t getting you out dancing.

What you need:

• 2 oz tequila blanco

• 1 oz passion fruit purée or juice

• 1 oz fresh lime juice

• ½ oz orange liqueur (Triple Sec or Cointreau)

• ½ oz agave syrup (optional)

• Tajín or salt for the rim

• Ice

• Jalapeño, depending on the vibe…

How:

1. Rim your glass with Tajín or salt.

2. Add tequila, passion fruit, lime juice, orange liqueur, and agave to a shaker with ice.

3. Shake until chilled.

4. Strain over fresh ice in a rocks glass.

5. Garnish with a slice of lime or half a passion fruit floating on top!

Spicy version: Add a slice of jalapeño to the shaker.

Did someone say Spritz O’clock - Hugo Spritz

When it’s Friday afternoon at the studio and everyone’s running on fumes, I like to declare Spritz O’Clock. Recently, the Hugo Spritz has been the girls drink of choice: light, herbal, bubbly, and perfect for a summer 5 à 7 at Em&May HQ. It’s also an easy celebration cocktail!

What you need:

• 5 oz prosecco

• 1 oz elderflower liqueur (St-Germain)

• 1 oz soda water, sub for prosecco if you’re feeling boozy!

• 8–10 fresh mint leaves

• 1 lime or lemon wedge

• Cucumber slices

• Ice

How:

1. Fill a large wine glass with ice.

2. Gently clap the mint between your hands and add it to the glass.

3. Squeeze in the lime or lemon wedge.

4. Pour in elderflower liqueur and prosecco.

5. Top with soda water, or more prosecco. Another glug never hurt anybody…

6. Stir and garnish with extra mint and cucumber slices!

Enjoy & cheers!

xoxo, em

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Montreal winters are not for the faint of heart, and designing a summer collection in such an environment feels almost paradoxical. To enjoy the last moments of my weekend, I forced myself out on a mandatory mental health walk that frigid Sunday afternoon. I hooked up my wired earbuds and queued a mixed playlist with bossa nova-style tunes, longing for the warmer days they exude.

The harsh winds and stabbing sting of March hail beat down on me as I wandered along cracked, weathered pavement lined with colorful triplex apartments. I paused occasionally to observe the cozy apartment interiors, the glow from inside shimmering onto the milky sidewalk puddles. I snapped pictures here and there, admired struggling flower buds cracking through frozen branches, and the quintessential ornamental ironwork wrapping around the staircases and facades of the Mile End apartments. Against the bleakness of my surroundings, any sign of life or beauty eased my senses, and I hoped it would trigger any bud of inspiration.

Upon my return home, the grey sky had darkened. Beside a cup of hot Earl Grey, I pulled out a sketchbook and doodled some raw sketches from my walk’s observations.

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The next morning, “URGENT!! Develop a custom summer print,” remained anchored in my mind and stomach, as I still had no idea where to start or what direction to follow.

Em briefed me on the very raw, fetal stages of this capsule, which we now know and love as Cherry On Top. She guided the direction, briefing me on the flirty, nostalgic freedom she wanted the pieces and prints to communicate. As the words came from her mouth, a vision flashed in my mind’s eye of a skirt my mom used to wear when I was growing up. Her fabulous style in the early 2000s was warm, playful, sort of patchwork-y, and polka dots appeared as often as possible.

I started sketching the faint idea I had in my sketchbook, flipping back to my drawings from the night before, and it clicked.

Among curly swirls of hand-drawn gates, I spattered poorly spaced, uneven polka dots across the surface of the page, forming a messy patchwork. After eventually digitizing my initial sketch, I felt invigorated and, in a sudden inspired frenzy, foraged through the mountains of trims and bows we have in the studio, grabbing a couple of sequin flower pins and running with them. I scanned them and incorporated them into the rough print.

This floral element was meant to be a placeholder until I drew my own floral design, but the texture of the flattened sequins and the varied tones of pale pink, coral, and twinkles of seafoam incorporated a layered, textural look I felt was necessary.

A first draft for the repeating fabric print was then developed, titled polkafloralcopy3.png. It felt close to the mirage of my mother’s skirt, echoing the same sense of nostalgia, warmth, and lived experience. I hit send, and the file was sent off to be printed on a gorgeous deadstock chiffon fabric, eventually being confirmed for production.

As time passed, samples were made and decisions finalized, and the collection started to capture the feeling of endless summer longing, pulling inspiration from vintage Americana, dreamy 1960s aesthetics, and 1990s suburban aesthetics. It now reflects a world that feels bright, playful, and full of possibility. This print needed to live within that world. I imagined who might wear such a print in our imagined world of vinyl-sided homes, static radio, vanilla ice cream melted on asphalt, and long, hazy afternoons.

I thought about the role such a print fit into my own feelings of nostalgia and visual memory; the vision of my mom on a hot summer day in her magical skirt. The print became tied to a version of femininity that felt both sentimental, familiar and some what aspirational.

Miss Dottie came to life as a sort of future self that you will always look back on with fondness. In the world of this collection, Miss Dottie is the cool diner waitress that squeezes her words out between gum chews and bubble pops, her long French-tip acrylic nails tap-tap-tapping on the cloudy keys of the cash register. She calls you honey and serves you sundaes and sweet dreams on sweltering summer days.

Miss Dottie has now come to life in the form of our Marnie Slip Dress and Pixie Mini Skirt, launching May 26th.

xoxox

- Emilie S.

Dizzy from budding ideas and diverging roads of inspiration. Hours spent foraging through deadstock fabric rolls and trim suppliers. Dip-dye tests. Pink-stained fingertips. A growing bin of half-sewn, pen-marked, pin-stapled samples. Beneath it all, the sour, metallic taste of decision paralysis. Somewhere between calculating profit margins and briefing marketing plans, I take a midday sip of Coca-Cola, hoping something sweet will come from the chaos.

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Today is my birthday, and I used to think that by 30, I’d have everything figured out; my life neatly packaged, my routines perfected, my future mapped out in a way that made *sense*. Instead, what I found was something a little messier, a little more raw. A collection of small habits, late-night thoughts, outfits that carried me through different versions of myself, and moments that didn’t seem important at the time, but somehow stayed with me.

Turning 30 doesn’t feel as scary as I thought it would. If anything, it feels like I finally understand what I like, what I don’t, and what I’ll never apologize for again. It’s realizing that confidence isn’t something you wake up with, but something you build slowly, sometimes with something as simple as a good outfit, a familiar drink, or the right people around you.

These aren’t big, life-changing revelations. Just small pieces of my life I’ve chosen to hold close to my heart, the kind you figure out along the way, sometimes the hard way, sometimes by accident. In honor of this milestone, I thought I’d share a few bits of wisdom with those of you reading this!

30 things I’ve learned before turning 30

1. Life is too short not to wear heels.
   Maybe it’s Carrie Bradshaw’s influence on me.
   

2. Pink isn’t cringe.
   I used to feel embarrassed by my femininity, and pink felt like the ultimate heteronormative expression, but now it’s one of my favorite parts of fashion and self-expression.
   

3. Silk clothing is a little luxury.
   Fibre content is everything to me, duh—as a sustainable fashion designer, nothing makes me feel sexier than a silk slip.
   

4. Buying secondhand is so much more special.
   Again, prioritizing sustainability in fashion, though I love imagining the lives the pieces had before me, the value feels deeper.
   

5. No one cares if you’re in a thong bikini, get the minimal tan lines.
   You are only young once!
   

6. “You smell good” is the best compliment.
   A signature scent or even a good hair oil is everything.
   

7. Dinner parties > the club.
   Enough said— as I get older, I especially value a good conversation, a little too much wine, and a fabulous meal.
   

8. I love being a regular.
   There’s something special about your order being known before you even say it, as well as the sense of community that comes from returning to the same spaces. (If you’d like to know where in Montreal and tend to be a regular, comment on this post!!)
   

9. Make things from scratch.
   It takes five extra minutes and tastes way better. My mom taught me this one!
   

10. Drink more water.
    Maybe this is just a reminder for myself, but you should too.
    

11. Everything showers.
    The solution to feeling like your best self 101.
    

12. Sending playlists is sexy.
    

13. Read.
    I thought I didn’t like reading, or struggled to get into it, but it turns out I just hadn’t found the right books. Reading is now one of my favorite ways to unwind and escape from the chaos of being an entrepreneur (I’m a romantasy girl for life!).
    

14. Alone time is important.
    After spending my 20s constantly around people, I’m finally learning the value of being alone. It’s such a valuable skill to be able to entertain yourself and take time to decompress at your own pace, in your own space.
    

15. Despite our capitalist society telling us to be productive 24/7, you actually don’t have to.
    Burnout is real—sometimes a day off is exactly what you need to reset. You have to listen to your body and sense when you’re running on empty; I know this more than anyone. Running a small business is not for the faint of heart. Sometimes I just can’t, and I have to take a minute to pause—and that’s okay.

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16. Confidence doesn’t come easily for everyone.
    It took me time to feel comfortable in my body—sometimes something as small as lip liner can change my energy or how I am feeling about myself for the day.
    

17. Trying and failing (and failing again) is normal.
    I know everyone says it, but failing—and having the courage to try again—is what has taught me the most and given me the most valuable lessons, in both my professional and personal life.
    

18. Don’t give up, even when you really want to.
    Good things take time, and just because it’s slower than you hoped doesn’t mean it’s not working.
    

19. Trust your gut.
    That little feeling in your stomach is your intuition, DO NOT IGNORE IT!
    

20. Don’t be afraid to ask for help.
    People are there for you more than you think. Many people also like to offer advice and help more than we tend to assume. Sometimes, being vulnerable and asking for what others might be too shy to ask will give you exactly the help or answers you need. In starting my own business—essentially learning as I go—I’ve had so much help from incredible people and sources of wisdom. All I had to do was ask for it. Trust me, it has saved me more than I can say.
    

21. Being a people pleaser pleases everyone but you.

    Lounder for the people in the back!
    

22. Asking someone what they’re looking for isn’t pathetic—it’s clarity.
    It saves you from guessing, overthinking, and filling in the gaps with your own assumptions. It’s a way of being honest with yourself and the other person about where things actually stand, instead of wasting time on ambiguity.
    

23. DO NOT skip the girls’ trip.
    I skipped it once, and I’ll never do it again. Especially with long-distance friends, trips, and making an effort to spend time together in general, are so important when life starts moving faster than you can keep up with. Friends are everything, and my last trip was so healing. I <3 my friends.
    

24. Distance doesn’t matter when love is strong.
    This ties into my lesson #23—whether you’re feeling romantic, platonic, or familial love, you always know who’s really there and who shows up for you, no matter how far apart you are.
    

25. Small gestures say a lot.
    A simple “this made me think of you” goes such a long way.
    

26. You don’t need to have it all figured out by 30—life continues long after that.
    I used to think I’d be married with a house… ha ha ha, maybe one day! There’s still so much time for that to happen, and right now I’m doing something just as awesome, if not better.
    

27. A cup of tea before bed heals the soul.
    

28. Martinis are a lifestyle - Nothing makes me feel more classy than drinking a dirty martini.
    Bonus points if it is EXTRA dirty!
    

29. Doing your laundry with headphones on hits different.

    Maybe it’s just my coping mechanism to forget what im doing LOL.

30. Pick up your daily gems.
    My mom always says that something good, like finding a gem, happens every day; you just have to notice it.

And maybe that’s what turning 30 really is, not having all the answers, but finally asking better questions. Learning what feels good, what lasts, and what’s worth holding onto. This is me getting all sentimental.

But what’s reassuring is knowing that life isn’t just made up of big milestones to fit the mold, but of tiny, raw moments that make everything worth living. These moments come organically, like getting ready for a night out, a text from a friend, a drink that feels like you, or a quiet morning to yourself.

And if there’s one thing I’ve learned, it’s this: there’s always something to look forward to, even on the most ordinary days.

You just have to remember to pick up your daily gems.

-xoxo Em

PS. As a gift from me to you, here is a little daily gem of my own: use code FLIRTY30 for 15% off your next Em and May order!!

I thought I’d kick off this Substack journey with a proper introduction: a look into the world of Em & May, how I started this business and community, what it looks like today, and my hopes for this new platform.

Like many founders’ stories, it all began at a young age. I was obsessed with clothes, constantly doodling little outfit designs in my spare time. Even then, I knew fashion was the direction for me. But the real beginning came seven years ago, in the corner of my tiny studio apartment while I was still a fashion student in Montreal. I felt this clawing urge to create, something inside me that needed to come out. So I followed it, pouring my whole heart into making pieces that felt honest, personal, and deeply emotional.

One day, I posted a photo of a red bikini I had made on Instagram. My friends loved it, and all wanted one. That small spark of enthusiasm pushed me to dive in. I began sourcing scraps of spandex, deadstock, and any fabric I could find, creating custom bikinis piece by piece. I’d post fabric swatches on my stories, letting people choose their colors and styles. Each piece was unique, made to fit each person’s vision and shape, completely custom.

What neither my seven-year-old self nor my 23-year-old self could have anticipated was that this one red bikini would lay the foundation for something much bigger than me, a business that would grow into the Em & May we know today.

Over the years, so much has changed. What started as a one-woman dream has grown into a team of eight brilliant women. I’m constantly inspired by the heart and energy each of them brings to what we do. We’ve expanded from swimwear into lingerie and ready-to-wear, all produced using a made-to-order model. This allows us to stay sustainable, creating pieces only as they’re needed.

Everything happens in our Mile End studio, from design and production to marketing and shipping. It’s truly my dream space. Being hands-on in every step allows me to maintain our commitment to quality and ethical production.

From what I’ve observed in this industry, many people begin their businesses with detailed plans, brand strategies, and investor outreach. There’s often a clear roadmap. I, on the other hand, led with passion and a deep gut feeling that this was what I had to do.

If you’re someone who feels things deeply, you’ll understand what it means to give your all to something, and might find resonance in this page (or at least I hope so!) That’s what Em & May is to me—not just a brand, but a part of who I am. It’s also been the greatest learning experience of my life. After all, I’m just a girl doing this for the first time, figuring it out as I go.

One of the greatest joys of this journey has been the community. I feel so honored to have built it, to be part of it, and to continue nurturing it.

At the core of everything I do is a commitment to authenticity and transparency—which is exactly why I wanted to create another space to connect with you. And… ta-da—here we are.

My goal for this platform is to share more and give you a closer look into my life and the life of this business. I plan to post bi-weekly, while actively posting in our chat, staying active and present here.

Some weeks, I’ll share insights into my design process, business tips, or stories and anecdotes from behind the scenes. I may post my favorite Montreal spots, my fashion favorites, so on and so forth. Other times, inspiration might take a different form, a poem, a recipe, or something else entirely. Creativity shows up in so many ways in my life, and I want this to be a space where all of it can exist at once!

I’ll also be introducing you to the incredible team behind Em & May. I would love to tell you all about Laura, my baby sister and my COO, Naela (our production manager), the other Emilie (yes, it’s confusing!), our marketing director, who will be holding me accountable for sharing on here, and our four amazing seamstresses.

I’m so excited to have you here. I hope you stick around :)