LILLY LOVES
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Lilly Loves was born from a childhood surrounded by thread, wool, and canvas, inspired by a mother who was both an embroidery teacher and tapestry designer.
What began as her mother’s passion became her own — a craft that remains at the heart of the brand today.
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LILLY LOVES: Emma Lomax and a life stitched into the everyday
Lilly Loves was founded by Emma Lomax, whose relationship with embroidery began at home—surrounded by thread, wool, and canvas, and shaped by her mother’s world of teaching embroidery and designing tapestry canvases. The rhythm of “bringing the project everywhere” became second nature, and the habit never left.
Before Lilly Loves, Emma ran an embroidery business under her own name and stepped away in 2020 after twelve years to take time for family and regain balance. Lilly Loves followed as a new chapter—named after her daughter Lilly—and as her first dedicated venture into a homewares-focused brand universe.
Personal craft, made to mark moments
Lilly Loves is built around the idea that embroidery should feel intimate—stitched details, personal touches, and bespoke design choices that turn everyday objects into keepsakes. The work is guided by an emotional practicality: pieces are meant to be used, gifted, and lived with, while still carrying the quiet thrill of something made by hand for a specific person or moment.
The brand’s values are consistent across its public presence: craftsmanship first, warmth over perfection, and the belief that personalisation is not an add-on but the point—the stitch as a signature, not a logo.
Stitched in a London studio, from idea to thread
Production is anchored in a London studio practice, with embroidery executed in-house for key collections—particularly the framed embroidered artworks—supporting close control over finish, colour, and detail.
Alongside studio-made pieces, Lilly Loves offers custom embroidery services, extending the same craft approach into bespoke work. This makes the process feel continuous: concept, stitch, and final object remain connected, whether the result is an artwork, a bag, or a personalised home piece.
Embroidered homewares, artwork, and personalised pieces
The current Lilly Loves world centres on embroidered objects designed to bring character into daily life—homeware categories such as napkins, cushions, tableware and bathroom pieces, alongside decorative embroidered artwork presented as collectible, giftable frames.
The collection also extends into accessories and bespoke personalisation, with the brand’s visual language staying consistent: playful but polished motifs, a hand-finished feel, and a sense that each piece is meant to become “your thing”—the item you keep, the one you reach for, the one someone remembers you by.
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