Abbie Chatfield photo causes frenzy for 19yo’s product

The then 18-year-old had spent the last few years saving the money she had made from teaching dance lessons so she could take the holiday of a lifetime after completing her HSC.

“I finished school in 2019 and in 2020 I was supposed to go on a gap year, which obviously didn’t happen because of Covid,” she said.

The change of plans prompted Emma, now 20, to switch gears and consider fulfilling another dream she’d always had – starting her own jewellery label.

As a dancer, the Sydney teen had always loved the sparkle of costumes and how jewellery could instantly elevate an outfit and, in turn, your mood.

“Ever since I was a little girl I absolutely loved jewellery, beading, fashion,” she said. “I was a huge dancer when I was younger and growing up and I think that has played a big part in my whole love for beading and jewellery, because I was always beading my tutus.”

Emma used the “several thousands” of dollars she had set aside for her gap year, with her parents happy to fulfil the promise they had made earlier to match any money she saved.

“They were very happy for me not to go partying in Europe and put it towards a business,” she said with a laugh.

In September 2020, Emma Pills launched online via a website which Emma’s older sister, a graphic designer, helped create.

The jewellery quickly established a cult following for its playful party designs and use of enamel pops of colour – as well as its signature pill box packaging.

“Ever since I’ve been travelling since I was little, I always loved to store and pack my jewellery in medicine bottles,” she said.

“It’s the perfect storage as it stops the jewellery from becoming tangled and it stops the jewellery from becoming rusted, because it’s an airtight bottle.”

Emma Pill went mainstream just three months after launching when The Iconic began stocking the pieces, making Emma the youngest designer to feature on the retail website’s roster of brands.

Last October, Emma Pills launched globally, with influencer and businesswoman Natasha ‘Tash’ Oakley coming on board as chief executive officer.

The pair met when Natasha, an Australian influencer who also co-founded Monday Swimwear and The Pilates Class, used Emma’s family home as a location for a photo shoot.

“I had given her some jewellery and looked up to Tash since I was a young girl,” Emma said.

“When she approached me (to come on board) I was so ecstatic.

“It’s been the perfect partnership because when the brand took off people loved my designs, but I was 19-years-old so I definitely felt like I needed the expertise of an experienced businesswoman.”

Emma Pills is now tipped by industry insiders to reach a staggering $US1milllion ($A1.42million) in revenue by 2023, according to WWD.

This year, Emma Pills is set to expand further into the US market, with the brand partnering with a yet-to-be named American retailer.

Locally her jewellery has proved popular with celebrities like Abbie Chatfield, who wears Emma Pills frequently.

“Abbie loves the brand, she is amazing, I love her,” Emma said. “It’s a dream having all these cool ‘It’ girls wearing my brand – someone like Abbie she is everything Emma Pills stands for: Strong, strong, confident, powerful, she’s a sexy woman.”

In fact, Abbie’s love of the products recently saw sales “spike” after she shared a photo wearing the brand’s “obsession hoops”.

As well as celebrities and influencers favouring Emma Pills, Emma still gets a rush when she spots everyday fashionistas wearing her designs.

“I love when I’ll be clubbing and dancing on the dance floor and a girl will come up to me wearing Emma Pills or I’ll be dancing next to someone and I’ll look and someone will be wearing Emma Pills,” she said.

“That to me is a dream come true.”

Originally published as Meet Emma Pills, designer behind jewellery brand celebrities love