Emma Main
10 YEARS TOGETHER
EMMA MAIN
Co-Founder and Creative Heart of Maman
For ten years, Emma Main has been one half of the sister duo behind Maman Boutique, a constant presence, a creative force, and one of the storytellers of the brand’s journey. Alongside her sister Kate, Emma has built more than just a fashion destination; she has nurtured a community grounded in style, connection, and care.
Her path to Maman began with a fine arts and photography degree, followed by a post-graduate qualification in creative advertising. Drawn to the fast-paced, highly visual world of production, she left New Zealand for Sydney, where she began her career in advertising before moving into stills production, directing and managing stylists, make-up artists, and photographers on shoots that demanded equal parts artistry and precision.
In 2008, Emma married her long-term partner William, and two years later the couple returned to New Zealand with their two-year-old son Henry. Scarlett, their second child, arrived in 2011. Amid the whirlwind of raising a young family, Emma, Kate, and their mum Deb began dreaming about creating a space of their own, somewhere to celebrate style in all its forms, and the joy of bringing people together.
When Deb sadly passed away in 2013, before the store opened, her influence and love of beautiful things became part of Maman’s DNA. Carrying that vision forward, Emma has been instrumental in shaping every element of the boutique, from its interiors and buying, to its marketing and campaign direction. Her creative touch is in every detail, whether it’s the curation of a window display, the selection of a new brand, or the storytelling that runs through Maman’s imagery and events.
A decade later, Emma remains full-time in the business, steering its style and spirit with the same thoughtful eye and dedication she brought to its earliest days. In her Ten Years Together portrait, she stands minimal, warm, and quietly confident. The image is a reflection of what she’s built: timeless, welcoming, and deeply personal.
What’s your earliest memory of Maman as an owner?
For me it was when we went to look at the original site at 2a Clonbern Road. The place was terribly run down tired, unloved, and rough around the edges. Kate and I sat outside for a while, just watching the world go by. There was a real buzz on the corner. It wasn’t exactly on the main drag, but there was something about the energy we could see the potential.
Even then, we knew we could make it something special. With careful, considered planning and the help of interior architects Young + Richards, we began mapping out the vision. It couldn’t have been a better place to start.
Over the years, what’s been your proudest Maman moment?
It’s hard to pick just one standout moment there have been so many along the way. But honestly, my proudest moment is probably right now, simply taking a step back and reflecting on how far we’ve come.
What started as a shared dream with our late mother the desire to one day own a retail store together has grown into something far beyond what I ever imagined. From that first spark of an idea to the bricks-and-mortar store, a thriving online presence, and the incredible team, customers and community that surrounds us now… it’s a journey I’m deeply proud of.
If you could choose one piece or collection that truly represents Maman, what would it be and why?
I honestly don’t think I could choose just one piece or designer, because Maman isn’t about a single look. For me, the spirit of Maman lies in the mix, the way patterns, cuts, colours, and textures all come together. That blend of creativity and contrast is what makes it special. It reflects the diversity and individuality of the
women who wear it, and that’s really at the heart of what Maman represents.
Looking back over the past 10 years, what moment has shaped your journey with Maman the most?
There have been so many defining moments, but if I had to choose one, The moment that shaped everything was deciding to take the leap and open our first store. It wasn’t an easy decision we had plenty of people telling us “don’t do it,” “retail is too hard,” or “you’ll be bound to the store.” But we had a clear vision, a lot of heart, and the memory of our late mother driving us forward. It would be the very beginning making the decision to take the leap and open our first store. It was equal parts terrifying and exhilarating.
Since then, every challenge and milestone from the first sale to building an incredible team, navigating a pandemic, and expanding our online presence has shaped Maman into what it is today. But it all comes back to that first bold step. That was the moment that changed everything.
Looking back now, that moment of choosing to back ourselves despite the fear, despite the noise was what truly set the course. Every milestone since then has added to the journey, but that decision was the foundation. It taught us to trust our gut, work hard, and stay true to the heart of why we started.
If Maman were a person, how would you describe her personality and style?
If Maman were a person, she would be confident and empowered, someone who isn’t afraid to take risks, yet always stays true to herself. She would be warm, approachable, and deeply community-focused, with a style that feels both inspiring and authentic. She’s the kind of woman who uplifts others while expressing her individuality with confidence and creativity.
Is there a particular customer, event, story that sums up the spirit of Maman for you?
One moment that will always stay with me is our in-store event with Cloud Workshop. On Mother’s Day, we had the privilege of hosting a creative workshop for bereaved children, led by Deb Smith and her incredible team. It was such a moving experience, watching children find comfort and expression through creativity, surrounded by care and community.
For me, that day truly captured the spirit of Maman: a place built on community, connection, and shared humanity. It was more than just an event; it was a reminder of why we do what we do, and the kind of space we want to create for people.
What’s one thing you think makes Maman unique in the fashion world?
What makes Maman unique in the fashion world is that we’re not just about clothing we’re about connection. Fashion for us isn’t only about looking good; it’s about feeling seen, understood, and part of a community. We’ve built Maman around real relationships, listening to our customers on the shop floor, creating experiences that bring people together, and curating pieces that reflect not just trends, but the lives and stories of the women who wear them.
That blend of style, heart, and community is what sets Maman apart.
How has Maman changed you personally or professionally over the past 10 years?
Over the past 10 years, Maman has changed me in so many ways. Personally, it’s taught me resilience and balance juggling family life with the demands of running a business, and finding strength in the moments that felt overwhelming. Professionally, it’s deepened my sense of purpose. Our customers are truly at the heart of everything we do, and being on the floor, listening to them, and building real connections has shaped the way I see both fashion and business.
Working with my family my sister, has also been such a gift. Building something together has strengthened our bond, taught us patience, and shown me the power of combining different strengths and perspectives.
Looking ahead, what’s your dream for Maman’s next 10 years?
Looking ahead, my dream for Maman over the next 10 years is for it to remain an inspiring, and stylish boutique, a place that celebrates our community and everyone in it. I hope we continue to support each other, creating connections that go beyond fashion. I want Maman to stay at the forefront of exceptional customer service, while discovering and sharing unique designers from around the globe. Above all, I hope we keep embracing creativity in everything we do, staying true to the spirit, warmth, and individuality that
defines Maman.
Photographer - Olivia Kirkpatrick
