Some dreams start with a mother, a daughter, and a crazy idea. ✨

When Charlotte opened Emma & Charlotte, she had one dream: to create a small space in Wellington where every woman felt truly seen, and completely at home. Every piece we carry is chosen by hand — not for how it photographs, but for how it actually fits and feels on a real woman.
This year, we're celebrating another year of dressing the women the shops had stopped seeing — and it's entirely down to you. To say thank you, everything is up to 60% off across the store.
BUY 2 → EXTRA 15% OFF
BUY 3 → EXTRA 20% OFF
BUY 4+ → EXTRA 25% OFF
Don't wait until tomorrow — tomorrow, this sale won't exist. 🤍
*Discounts are automatically applied at checkout & items can be combined across different collections.
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Real words from women like you 🤍

Excellent ★★★★★ ★★★★★ 4.7/5
Product
★★★★

I appreciated that the fabric was described honestly. Slightly see-through, but airy and very comfortable in warm weather.

Carol, 49
Christchurch
Product
★★★★

Feels nice on the skin and does not itch. That is a dealbreaker for me and this one passed the test.

Anne, 66
New Plymouth
Product
★★★★★

I was a little worried about ordering clothes online at my age but the size guide was spot on. Very happy with the fit.

Margaret, 61
Tauranga
Product
★★★★

Was hesitant at first because I hadn't heard of the brand, but now I'm glad I gave it a chance. I'll be back.

Diane, 56
Christchurch
Product
★★★★★

The fabric feels lovely and soft and the colours are even nicer in person. Very happy with this one.

Jill, 54
Wanaka
Product
★★★★★

I was worried it might look inexpensive in person, but it's beautifully made and sits really nicely. Warm without being bulky.

Susan, 49
Queenstown
Product
★★★★★

I nearly talked myself out of it thinking I might be a bit old for this style, but my daughter said, "No, keep it. It really suits you." I've worn it so many times since and always get compliments.

Patricia, 64
Wellington
Product
★★★★★

I don't usually buy clothes online, so I ordered two sizes just in case. The size guide was accurate and the smaller size fitted me well. Returning the other one was easy. I'll definitely be ordering from here again.

Ali, 69
Queenstown
Product
★★★★★

Really impressed with the quality, and it arrived much faster than expected.

Linda, 58
Auckland