When Aucklander Emma John turned 40, she made the bold decision to leave her corporate career to become a stylist, pursuing her dream to help women reclaim their identity after menopause.
When she created social media page “Sisterhood of Style” in 2016, she never anticipated more than 6000 people would follow her humorous videos and colourful fashion advice. Emma also never imagined breast cancer would become a major part of her fashion story.
“I’ve always loved clothes and am a believer in the power of a good outfit on a bad day,” says the Point Chevalier mum, 48, who was diagnosed with cancer last November after a routine mammogram found a hidden tumour near her chest wall.
“Clothing really made a huge difference on my chemotherapy journey because for every round, I wore a really big and bold outfit,” she tells.
When Emma started chemotherapy earlier this year, losing her much-loved long blonde locks, she decided against wearing wigs and instead began playing around with scarves. She fell in love with the way they looked.
“My style is maximalist chic with a hint of head librarian on acid,” laughs the bubbly wife of business manager Howie, also 48.
“I realised scarves were even more maximalist than I could hope for! They emulated when I’d wear my hair in a topknot, and it was awesome. I’ve really enjoyed wearing them and they’ve brought me such joy.”
Emma shows clients how easy it is to put an outfit together.
Emma’s passion for clothing started young, with fashion being a massive part of her relationship with her mother Andrea, 76, who she describes as her best friend.
“Growing up, my mum was always immaculately presented and had a gift with fashion and style, and we still do a lot of talking about clothes,” says Emma, mother to Lucas, 15, and Ben, 13.
“She’s incredible and was an interior designer. The way she puts her home and outfits together is something to behold.”
When Emma hit her milestone 40th birthday eight years ago, she was feeling more herself than ever, but noticed a lot of women around her were less enthusiastic about moving through motherhood and not knowing what was next.
“I was really confident and ready to wear even more outrageous clothes at 40, but other women my age were telling me they were confused about it all,” she recalls. “I believe style is a big part of reclaiming yourself, and so I started helping women with wardrobe edits and personal shopping.”
With husband Howie and sons Lucas (left) and Ben.
Emma visits women in their homes and does “clothing detoxing” and on-body styling, as well as outfit sourcing. When she had to go through cancer treatment, as well as Covid lockdowns, the stylist wasn’t fazed, simply transferring her services online.
“I want women to feel they can make dressing a fun part of their day, without being a slave to fashion,” says Emma. “It has to be a seamless part of their morning because a lot of clients tell me choosing an outfit is a headache.”
Emma had yearly mammograms because her nana passed away from breast cancer at the age of 69 and when she learned that she, too, had cancer, she struggled with the sudden change in her life.
Enduring appointment after appointment at hospital, she opted for shorts and a comfortable oversized shirt every day for two months.
“I was really blue and thought if I was showing my boobs so much to people, I needed something to get easily changed in and out of,” she recalls. “But then I had a very stern word with myself and thought, ‘Come on, girl, you can wear more than this!'”
So, Emma went online and bought bright new items for her wardrobe, focusing on a trend she calls “dopamine dressing”.
She explains, “It’s a practice that involves wearing colours you associate with happiness, which makes you feel happier and more confident. It’s especially good on bad days.”
On June 15, Emma had a mastectomy in an operation that took eight hours. A plastic surgeon also reconstructed her chest using fat from her stomach, and the grateful mum later learnt there was no cancer remaining. Now she’s in full recovery.
“I don’t mind sharing my cancer journey online because I’m quite extroverted,” smiles Emma. “I figure a lot of women will be going through this, and I want them to see there will be days they can have fun and laugh.”
She’s also excited about getting back to working with clients again.
“It has been really hard, but my style and being able to share it with others has helped a lot. Wearing a great outfit is very cathartic.”
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