Hi, I'm Emily Noel

The girl who said she'd never do retail again (IYKYK). I Would Never was born from the contradiction: saying never and then doing it anyway.

This isn't a boutique, it's not fast fashion, and it's definitely not basic. IWN is exclusivity without the ego. Curated, not crowded.

Every piece is hand-selected and styled for the moment. I let each model style each piece how THEY would wear it in real life. That way you get to see multiple different ways to wear each piece.

This brand was made to be the one place you can't scroll past. Here to give you great pieces at great prices. I hope you all love it as much as I do.

XOXO, Emily