Women's clothing designer building business from home

When Emily McNeely isn't hunched over a sewing desk intently mapping out the details of a new pattern, she's on the phone setting up orders for fabrics, tracking product shipments online or setting up her workshop for a client fitting.

It's all in a day's work for McNeely, the owner and creative director behind Emily Hallman Designs, a clothing brand based out of Round Rock. Inspired by designers Christian Dior, Oscar De La Renta and Carolina Herrerra, Emily Hallman is vintage women's wear for the modern woman.

"We pay attention to fit and comfort over trends or fads," McNeely said. "(Designs) are classic and feminine."

Hallman is McNeely's paternal grandmother's maiden name; McNeely named the business after her as a way of commemorating her grandmother's passion for sewing and crafts.

With only two years of business under her belt, McNeely, a Baylor University graduate, is transforming Emily Hallman Designs into a budding fashion house. Operating exclusively out of her Round Rock–based workshop and assisted by two fashion interns, McNeely released her first collection earlier this year.

"Once I launched the (Spring 2012) collection, the growth was tremendous," McNeely said. "It's exciting, but it is a lot of work."

McNeely's designs are not yet in stores, and the designer says for now she plans to focus exclusively on Web-based business.

"The focus has to be on social media, having that online presence and using all the tools available to you," McNeely said. "Being online, you've got to have a website that grabs people's attention."

Waco resident Courtney Forsell is a longtime customer of McNeely's who owns nearly a dozen Emily Hallman designs.

"I love (her) clothes," Forsell said. "Not only are they wellmade, but they truly fit your body."

In July, McNeely won a national sewing competition, sponsored by Husqvarna Viking Sewing Machines. She said she hopes to parlay the exposure into more brand growth. McNeely said her ultimate goal is to be in stores nationwide. But for now, she said she is focused on expanding her creative vision and reaching new clients.

In the fall, McNeely will unveil a new line of handbags, marking the first time the design house has ventured into accessories.

"[Purses] were the logical next step," McNeely said. "We are using pieces of fabric from dresses and other outfits to make matching bags. Down the road, there might be an Emily Hallman for the Home line."

Emily Hallman Designs, 254-644-5590, www.emilyhallman.com