Emily (Lytle) Hockaday has been featured in Vogue, The Wall Street Journal, Forbes, People Magazine, StyleWatch, Real Simple, Chicago Magazine, Modern Luxury, Refinery29, The Everygirl, Michigan Avenue Magazine, and commissioned for projects with Nordstrom, Neiman Marcus, Saks, J.Crew, Bloomingdale’s and more. She has worked with women and men of all shapes and sizes, occupations and lifestyles, from and in various areas throughout the world.

After earning her degree from the University of Wisconsin-Madison, Emily spent four years working with an internationally recognized collection of boutiques. She launched their e-commerce site and, under her management, the business grossed millions in annual sales within two years of its launch. She went on to consult for luxury boutiques and used the ‘science of shopping’ to review customers’ purchase patterns and identify emerging trends, which resulted in quadrupling a client’s e-commerce revenue within a few months.

Early in her career, Emily was a denim fit model at the e-commerce powerhouse shopbop. This hands-on (or pants-on) experience enabled her to clearly articulate the specifics of each style, as well as identify which fits would flatter a variety of body shapes. She joined an award-winning independent personal styling company, headquartered at The 900 Shops on the Magnificent Mile. She worked with hundreds of individual clients, spearheaded their successful blog, developed one of the most popular services, as well as managed business development and marketing.

Emily was also instrumental in growing Trunk Club’s Dallas team and business, which was vital to its acquisition by Nordstrom. She was directly responsible for the highest month of revenue ever achieved in a regional office. She led the development of Trunk Club’s womenswear business, setting the stage for its nationwide launch. 

Emily studied under one of the most esteemed and experienced custom menswear trainers in the country. In 2023, she launched Helm Clothier, a menswear company whose custom specialists design a wide range of superior quality garments from the finest cloth mills in the world. 

With over two decades in the fashion, apparel and retail industries, Emily has dedicated her career to advocating for her clients’ best interests and supporting her amazing team of stylists. She lives in the Lakewood area of Dallas with her husband and son.