In 2003, Emily Cheetham left her life as a PR executive behind and established her boutique accessories label, Cheet London. The independent label known for creating striking, original designs continues to grow and counts personalities such as Natascha McElhone, Margo Stilley and Jenni Falconer as fans.
Emily ensures that with each new season the overriding look of the collection is a clear and distinctive progression form the previous one. Handbags are charged with sumptuous details, luxurious leathers in compelling colours. Each season, Emily strives to blend artisan’s skills with contemporary design by creating stunning, bespoke fittings such as bead encrusted figure-of-eight features or weaving piping to create textural interest in lattice patterns. Her intention is to provide contemporary, stylish and practical handbags, rich with personality and suitable for an active, urban set.
In just a few years her eye-catching designs have enchanted the media and celebrities alike. Vogue.com lauded Emily as ‘a hot new name in bag design’ and in 2006 Emily was named the Best Accessories Designer by the London Fashion Forum, at the PROFILE 7 tradeshow. She was then asked to design a Limited Edition collection for UK retailer HOBBs.
Following in the footsteps of Julien MacDonald and Matthew Williamson, Emily was invited by one of the UK’s largest retailers, to become a renowned, Designer at Debenhams. Her diffusion men’s label, Cad by Cheet, launched in April 2007 across the UK and Ireland. The brand’s look combines
simple construction with arresting features and prompted the Daily Express to note that Debenhams had “conquered the men’s accessories market” with the launch of the brand. The line sits in their top 45 flagship department stores.
In 2008, premium bags for men were added to the Cheet collection with the launch of the ‘Cricket Collection’. Her designs for men are already loved by GMTV’s Ben Shepherd, Strictly Come Dancing finalist Gethin Jones and World Cup rugby winner, Will Greenwood.
Cheet London continues to court the media’s attention and grow its loyal customer base. Collections are sold in over 50 prestigious stores throughout the UK & abroad (including Fenwick, Question Air, Williams & Griffin, Graham & Green, Fifi Wilson and Collen & Clare) as well as on the official Cheet online boutique, www.cheetlondon.com. Once you’ve discovered the label, you will be hankering for the arrival of the next season…
