A New York-based lifestyle boutique that aims to be a one-stop shop for all things parenthood is coming to Atlanta.
Emilia George is slated to open at Buckhead Village this October. The brand carries women’s apparel for both pregnancy and postpartum, as well as gifts, toys and baby supplies.
Founder Elle Wang has always been entrepreneurial, but she didn’t set out to own a brand or get into fashion. While working as a partnerships advisor for the United Nations, she saw the need for functional, professional and stylish maternity clothing.
“I had to wear very formal clothes at work, going to meetings with diplomats, and I didn’t want to wear those flowery casual maternity dresses,” she told What Now Atlanta. “I had the lightbulb moment. Looking back, I never wanted to become a fashion designer all of the sudden. It was me thinking from a business perspective and solving a problem consumers had.”
Emilia George opened in Tribeca in September 2022. The brand aims to provide products for all stages of the parenthood journey, from fertility products and maternity clothes to postpartum essentials and baby supplies. They also aim to provide friends and family of new parents with a place to find gifts.
“Not everyone is a mom or planning to become a parent,” Wang said. “But everyone will have a parent figure in their life at some point, either a colleague or a family member. Shopping can be pretty stressful when you don’t know what to buy.”
After successful operations in Tribeca, they realized they had a solid business model, and they began thinking about other cities to which they could expand.
“After visiting Buckhead twice, I was sold on the community,” she said. “How did I not know about Buckhead Village sooner?”
Wang envisions the store to be a haven for parents. The Buckhead shop will have a play area for kids, as well as complimentary water and coffee for parents. The space is about 2,500 square feet, located across from Hermes and next to Moncler.
“I definitely hope the audience of Atlanta can see us as not only coming to shop, but really a haven where even if you have 20 minutes, you want to stop in,” she said. “It’s a happy place.”
