My name is Emma. Ten years ago, I stood in a store holding a dress I loved — and put it back because I couldn't justify the price. I drove home thinking: I've given everything to my family. Why does feeling beautiful still feel like something I have to earn?

That moment became Emma Toronto. A place for women who carry themselves with grace and have lived enough to stop apologizing for wanting beautiful things.

Ten years later, you've sent me thousands of photos — you in Emma at your granddaughter's birthday, on your first solo trip, smiling in ways I will never forget. Those moments live in my heart.

So this anniversary, we want to celebrate with you. We worked with every partner we trust to make it possible: up to 70% off our anniversary collection — so no woman ever has to put a dress back on the rack again.