Woman To Watch :: Em Jacquelyn

After graduating college in 2014, Emma Marcotte moved from Massachusetts to Charlotte, North Carolina, ready to build her post-grad life and career. By 2016, she was working as a marketing coordinator at a law firm, putting her degree and internship experience to use—while craving a more creative outlet. New to the city and eager for a fun hobby, Emma leaned into her love of fashion and the thrill of finding high-quality pieces at affordable prices, especially at T.J. Maxx and Marshalls. As a budget-conscious recent grad who couldn’t relate to luxury hauls, she launched efashionablylate, a blog and fashion Instagram rooted in accessible style. By blending her marketing background with a passion for styling, photography, and analytics, Emma built an authentic platform that celebrates creativity, affordability, and personal expression—making her a true woman to watch.

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How did you get to where you are today?

In 2018, I moved back to Massachusetts and started working at a digital marketing agency. While I was there, I took classes and taught myself everything I could about SEO, websites, and the behind-the-scenes side of marketing

I also launched my emjacquelyn Instagram that same year, and that’s when it really clicked — there were so many other people like me who wanted trendy, cute, affordable fashion. I started sharing more brands, experimenting with new styles, and eventually fell in love with Amazon fashion too.

What do you think has helped you the most with your success?

Honestly, the biggest thing that’s helped me succeed is consistency and staying true to what I love. I’ve never tried to pretend I’m someone else or push products I don’t believe in — I’ve always focused on sharing affordable, realistic fashion that I actually wear. I think people connect with that.

My marketing background has also been a huge advantage. Understanding content, SEO, analytics, and how to tell a story online helped me grow faster and make smarter decisions. But more than anything, I think my curiosity and willingness to learn have made the biggest difference. I’m always experimenting, taking classes, trying new strategies, and figuring things out as I go.

And of course… genuinely loving what I do! When you enjoy creating content and connecting with people, it shows — and it makes it a lot easier to keep going even when growth feels slow.

What has been the biggest challenge you have overcome in order to achieve your goals?

One of the biggest challenges has been believing in myself enough to stay consistent, even when growth was slow. It’s really easy to compare yourself to other creators who seem to “take off” overnight, and there were times I wondered if I should just stop. But I learned to trust my own pace and keep going, even when I wasn’t seeing results right away.

Another challenge has been balancing everything — working full-time in marketing while running a blog and creating content on nights and weekends definitely wasn’t always glamorous. It took a lot of discipline and learning how to manage my time without burning out.

But honestly, every challenge pushed me to grow. I became more confident, more creative, and more committed to building something I love.

What are you most proud of?

I’m most proud of the fact that I never gave up on something I love, even when it took a long time to grow. I started my blog and content creation journey years ago, and there were plenty of moments where it would’ve been easier to stop — but I didn’t. I stayed consistent, kept learning, and kept showing up because it genuinely makes me happy.

I’m also proud that I’ve built a community around real, affordable, accessible fashion. I love hearing from people who say I helped them find confidence or discover pieces that fit their budget and style. Knowing that something I created from scratch actually helps people — that’s what I’m most proud of.

And finally, I’m proud of how much I’ve taught myself along the way: marketing, SEO, photography, editing, website design, and everything else that comes with building a brand. It’s been a slow, steady climb, but it feels amazing to look back and see how far I’ve come.

What are three pieces of advice you could give to our readers?

1. Don’t wait until you feel “ready.” Start messy and learn as you go.

If I waited to know everything about blogging, marketing, or content creation, I would’ve never started. You grow by showing up, experimenting, and figuring it out along the way.

2. Be relatable and stay true to what you actually love.

People can tell when you’re genuine. Share what you really wear, what you really buy, what you really use — not just what’s trendy. Authenticity builds trust, and trust builds community.

3. Consistency beats perfection — every time.

You don’t need perfect photos or a perfect strategy. What matters most is staying consistent, trying new things, and not giving up when growth feels slow. Small steps add up fast.

You inspire us, but what/who are YOU inspired by?

I’m really inspired by everyday women who find ways to express themselves through fashion, no matter their budget. I love seeing people get creative, mix high and low pieces, and make style feel fun and personal instead of intimidating. I’m also inspired by creators who built their platforms from the ground up — the ones who stayed consistent, trusted their own voice, and grew by being themselves. And honestly, a lot of my inspiration comes from simple things: colors, textures, seasonal trends, and even a really good Amazon find. Fashion is everywhere if you look for it.

How do you reward yourself when you’ve reached a goal or after a hard day of work?

I definitely reward myself with the little things. After a big goal or a long day, I love unwinding with something simple — a cozy night in, my favorite show, and probably a sweet treat. And honestly, sometimes the best reward is just giving myself permission to slow down, relax, and not feel guilty about it. If it’s a really good day, you might also catch me treating myself to a date night and some fun cocktails.

What is one sassy saying or quote that inspires you? Why?

“The only rule is don’t be boring and dress cute wherever you go. Life is too short to blend in.”- Paris Hilton I love this quote because it sums up exactly how I feel about fashion — it should be fun, expressive, and make you feel confident. You don’t need designer labels or a huge budget to stand out

you just need to embrace your own style and wear what makes you feel good. It’s a reminder to be bold, be yourself, and never apologize for wanting to look cute.