Spotlight On: Ema from Lox

This week, we were lucky enough to speak to Ema - the Founder of Lox, a revolutionary brand changing the game, creating the ultimate work tote. From a laptop to lunch, Ema has designed sleek bags that fit everything. They combine both practicality and style with each high quality piece accomodating every lifestyle.

Let’s spill the tea about Ema’s background and future plans for LOX.

Hi Ema! Thank you for taking the time to speak with us! To start off, can you tell us a bit about yourself and your background? 

My pleasure, thank you for having me. I have been in experiential marketing for over 15 years, with a passion for creating memorable events and experiences. As a producer, my innate problem-solving skills have been essential in shaping LOX and bringing the vision to life.

How did LOX come about? What was the inspiration to start the brand?

LOX emerged in 2020, born from my personal struggle with finding a sophisticated bag that could accommodate my lifestyle. I often found myself skipping taking lunch to work, due to a lack of stylish options that kept my meals fresh and complemented my wardrobe. I’d also experienced a few lunch spills ruining beautiful bags, which motivated me to create a tote that offered both style and functionality.

My goal was to design a bag that not only looks chic but also addresses everyday challenges—like reducing single-use plastics and supporting meal management. After three years of development, I created a The Only Tote featuring dedicated compartments for essentials with an insulated compartment for meals, ensuring I could carry it with confidence wherever I go.

Tell us about the design process and creating The Only Tote. How many iterations did you go through before you got it right?

In early 2021, I collaborated with product designer Grace Shellie to translate my vision into tangible designs. Together, we developed two prototypes and worked closely with production manager Catie Mars to find the ideal manufacturer. The journey involved approximately six iterations, refining every aspect from structure to materials.

It was crucial to me that the tote maintain a minimalist aesthetic while being structurally sound enough to support a laptop with or without the lower compartment in use. We opted for a supportive lining to enhance the design while ensuring that our commitment to sustainability remained at the forefront. I sourced durable recycled materials, including a buttery soft recycled PU leather for the exterior and upper interior and water-resistant nylon for the insulation compartment lining, to ensure our impact on the planet is minimal. I’m dedicated to continually reviewing our processes and materials, and am very motivated to explore the use of leather-like fabrics made from organic waste in future product lines.

As a small business owner, what is one piece of advice you would give to someone starting out?

Patience is invaluable. My greatest asset has been taking the time to refine our product and thoroughly understand our market. While perfection is a moving target, ensuring that LOX aligns with my vision and resonates with our audience has been instrumental to our launch success.

Your imagery is gorgeous, and you’ve built a beautiful brand in such a short time. What key considerations influenced your brand identity and target audience?

Thank you! Identifying my target persona, ‘the modern minimalist,’ was essential in shaping our visual identity. I focused on values of sustainability, elegance, and functionality to attract professionals who appreciate high-quality, eco-conscious products.

Selecting the right team for our campaign was equally important. I was thrilled to work with photographer Peter van Alphen and stylist Joseph Leone who brought to life my vision in such an elevated, effortless aesthetic and that allowed The Only Tote to shine. I sought models who exuded strength and confidence, reflecting the spirit of our brand.

Social media is a powerful tool for fashion brands. How does LOX leverage social platforms and grow a community?

LOX established its presence on Instagram about a year prior to our launch, sharing insights into our sampling process and behind-the-scenes content. This allowed us to build a community and gather valuable feedback. I’m now investing in targeted paid media to enhance brand awareness, which has positively impacted our engagement and sales. Actively connecting with our audience through email and social media has deepened our relationships, enabling us to understand their needs better. We continue to involve our community in testing and development, from call outs to proofread the website prior to launch to polling future designs and colours.

What marketing & PR strategies are you using to launch and build your brand?

Our marketing strategies include leveraging social media platforms to foster community engagement, showcasing our unique product through aesthetic content, and collaborating with influencers who align with our values. We will begin testing more UGC as some wonderful content is coming through from the community. We are implementing targeted email campaigns to keep our audience informed and excited about our products - I work closely with Hannah Bailey from Insight Collective on our CRM strategy. In terms of PR, we’re focusing on securing features in lifestyle and fashion publications to increase visibility and credibility, while also looking to participate in relevant events to connect with our audience directly. We will shortly be focusing on securing wholesale and boutique partners, which I am extremely excited about, and confident will grow awareness of the brand, and community.  

Who are some key influencers or celebrities you would love to see wearing LOX?

I have a few inspiring women in mind who embody strength and style, aligning with LOX’s ethos. I would love to see The Only Tote in the hands of Eleanor Pendleton, Chloe E. Wheatland, Sara Donaldson, and Tash Oakley.

Can we expect to see more LOX products in the future?

Absolutely! Based on community feedback, we’re currently sampling a dark brown version of The Only Tote, and I’m also designing a laptop-less mini tote that features insulation capabilities.

What’s currently on your desk?

My workspace is filled with a notebook and pen, an essential oil diffuser, recyclable tape samples, the book Glossy by Marisa Meltzer, and my water glass.

What are your non-negotiables?

I believe in bringing in experts to support LOX, embracing the possibility of failure, and treating others with respect. These principles help guide and shape my journey as I navigate the challenges of entrepreneurship.