Emma has a rare ability to identify brands that deserve wider global recognition and equally those that need support. She instinctively sees what the market is missing, where customer needs are underserved, and where exceptional brands are being held back not by quality or vision, but by structure, positioning, or execution.

Drawing on experience across buying, trading, brand development, and growth, Emma connects customer behaviour with commercial performance and creative opportunity. This allows her to pinpoint not only what needs to change, but why and how to unlock a brand’s potential for international relevance. For the brands she works with, this results in clearer positioning, stronger product stories, confident launches, and focused investment designed to deliver real return.

Emma also holds the position of Creative & Commercial Director at Babyblooms Ltd, the UK’s original creator of baby clothes bouquets and a role she has held for over 15 years. During this time, she has led the brand’s evolution and international growth, overseeing product development, brand identity, digital strategy, merchandising, and financial performance.

Alongside her hands on work, Emma has collaborated with outstanding specialists across creative and commercial disciplines. Today, she brings this collective expertise together through EJP (ejellisjones & partners), working as an extension of her clients’ teams to help brands become market-ready, launch with confidence, and grow sustainably.