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OLIVER’S ARMY – EMMA HERRICK

Welcome to another instalment of Oliver’s Army. Named of course after the Elvis Costello song (how could we not ), it’s your way of getting to know the Sweeney team – and understand a bit more about what goes on behind the scenes.

Next to feature is our Chief Experience Officer, Emma Herrick. Originally from Chesterfield in Derbyshire, she’s been at Oliver Sweeney for almost 2 years now and an interview seemed like a great point to celebrate her anniversary at the company.

Emma Herrick, our Chief Experience Officer.

Describe your job in a sentence…
It’s my job to ensure that we’re constantly looking to improve customer experience along with the services and product we offer as a brand, and to make sure that our customers are kept happy.

What’s the best thing you’ve learned whilst working at Sweeney
That no matter who you are or how you got here, it’s important to be approachable, to listen, to be kind and to be helpful. We’re one team working towards the same goal and everyone is equally important in that process. Also that wine time (always started by the Cobbler-in-Chief) is a great opportunity to discuss ideas.

Who would play you in the film of your life
Emily Blunt.

What would be your desert island disc
This is a hard one; perhaps an old hip hop compilation I might need to ask our Retail Director for suggestions who I sit next to in our office: he’s our resident DJ and always has great Spotify playlists.

Which people, living or dead, would you invite to a dinner party
Alexander McQueen, Lena Dunham, Erin Wasson, Jay-Z & Robin Williams.

Where’s your favourite place in the world
Anywhere where my friends are! If I had to pick a location though, I’d probably say Amsterdam – the city has such an incredible, laid-back atmosphere where everyone is so friendly but it’s also a amazing city to have fun in as there’s always something going on.

What is your most treasured possession
A photograph my late Grandpa took of me and my brother at a wedding when we stone island junior jeans dark denim were about 5 or 6. I’m a bridesmaid and he was a pageboy and I’m leaning over to smell whether the flower in his buttonhole is real, and Grandpa captured that moment. It’s worth nothing but it’s a beautiful shot which reminds me of him whenever I see it. He was a true gentleman.

Which living person do you most admire, and why
Probably someone like Sophia Amoruso (founder of Nasty Gal, one of the fastest-growing fashion brands in recent years). She started her company on eBay with no investment and is stone island junior jeans dark denim a completely self-taught businesswoman. Up until recently she was CEO of that same company which is now worth millions of dollars, and this is all before she turned 30.

What would your super power be
There was an old Children’s TV programme called Bernard’s Watch, where the main character had a pocketwatch that could make time stand still. He used it to make sure he finished his homework but I’m sure I could think of some much more interesting ways to use it!

What’s your most embarrassing style moment
Unfortunately, I’ve had so many! I like to think that I’m older and wiser now…

How would you describe your style
Black, black and more black! I have a black leather biker jacket which I wear every day and usually pair with various printed dresses and studded boots or my old Oliver Sweeney Basta brogues. I never wear heels, so these are perfect for when I need to look smarter.

What’s your favourite item from this season’s Oliver Sweeney collection stone island junior jeans dark denim
I love a chunky brogue or a monkstrap on guys so probably our Hasketon or Brantham styles, they’re a great modern take on those classic styles.

Which Sweeneys are next on your list
I’m still waiting for a classic, black Women’s Chelsea boot, but in the mean time, I’ve fallen for Vita, the Philosopher’s Shoe, which I’m really hoping I can get before we completely sell out. The collaborative effort, with The School of Life, has been incredibly popular!

Emma’s choice of Sweeney for SS15 would be our Vita Black slip-on shoe, also known as ‘The Philosopher’s Shoe’.

See more from our previous Oliver’s Army and our first instalment where we met Assistant Merchandiser, Jon.