Conversation with… Emily Mackay-Wright of Bravissimo
In this latest Conversations interview, we chat with Emily Mackay-Wright, Bravissimo’s Customer Experience Manager, to talk about her 20-year journey with the brand, what keeps her passionate about retail, and how Bravissimo continues to raise the bar for standout customer service.
How did your retail career begin?
I started in retail when I was sixteen, just working part-time while I was at college. Before long I was managing three local stores – it was a real baptism of fire, but I loved the energy of it. Then I decided to go travelling and spent a couple of months in Australia doing environmental volunteer work. It was an amazing experience, though I did manage to rack up a bit of a credit-card bill, as you do when you’re that age!
When I got back, I needed a job to help pay it off, so I looked for another retail role and found one at Bravissimo in Solihull. I thought it would just be a temporary thing, but here I am twenty years later.
Subscribe to TRBWhat is it that’s made you stay passionate about retail and also Bravissimo?
I’ve always loved how dynamic retail is. No two days are ever the same. One minute you’re helping a customer find the perfect fit, the next you’re rearranging displays or training a new team member. But more than anything, it’s about people.
I get so much energy from spending time around others, especially customers. There’s nothing quite like seeing someone’s confidence transform in front of you; watching them stand a little taller because they finally feel comfortable in their own skin. That never, ever gets old.
I also think retail teaches you so much about yourself. You learn to be agile, to ask questions, to stay curious. And, honestly, you learn the value of a really good pair of shoes, because when you’ve hit forty and have a bad back, those long shop-floor days remind you that comfort matters!
You later moved into learning and development. What did that teach you about how people learn best in retail?
Everyone learns differently. Some people love a hands-on approach; others need time to read, watch, or reflect. So, when we design training, it’s important to offer a mix – videos, workshops, TikToks, theory, on-the-job practice – whatever keeps it engaging and inclusive.
The biggest challenge in retail is time. Our customer-facing teams spend most of their day looking after customers, so finding space for formal learning can be tough. But the good news is that around 70% of learning happens experientially, just by doing. Every shift is a chance to learn something new.
My advice? Get involved in as much as you can, even if it’s not “your” area. Cross over into other departments, volunteer for projects, shadow colleagues. That’s how you build perspective and open up new opportunities you didn’t know existed.
What one skill should every future retail professional actively develop?
Curiosity, without question. Ask great questions. Ask the kind that make people think, that challenge assumptions, which spark better ideas.
At Bravissimo we’re lucky because we don’t have a rigid hierarchy. Anyone can approach anyone – whether it’s our SLT or a new starter – and ask, “Why do we do it this way?” or “What if we tried something different?” That openness is where creativity and progress come from.
Bravissimo has a reputation for exceptional service. What’s the secret behind maintaining that consistency across all touchpoints?
I could honestly talk about that all day! Our purpose hasn’t changed in 30 years: to make women with D+ cup boobs feel confident and uplifted. That purpose underpins everything we do, from product design to how we greet customers in store or on a video fitting.
Every team, whether in our warehouse or Bra HQ, spends time with customers to stay connected to their real-world experiences. Over time, those needs evolve and so must we. We’ve introduced video fittings, for example, to reach customers who can’t make it to a store.
It’s about listening constantly. The moment you lose touch with your customers; you start designing for yourself rather than for them. So, we keep talking, keep listening, and keep learning. That’s how you deliver an experience that feels personal and genuine every single time.
You’re now Bravissimo’s Customer Experience Manager. What would you say to someone hoping to build a long-term career in this field?
Get involved with everything! Collaborate with people from marketing, supply chain, finance and elsewhere. Everyone has an impact on the customer experience, whether they realise it or not.
The retail environment is so fast paced that we need to break down silos and really understand how every decision affects the person on the other side of the till, on the phone or the checking out through the website. Be proactive, get into meetings, share your ideas, and always bring the customer’s voice into the conversation. Without our customers, the high street doesn’t exist – and we all want it to thrive for years to come.
What’s next for you and for Bravissimo?
I’ve been in this role for about five months, and I honestly feel like I’ve come home. Bravissimo’s story is such a special one – from Sarah Tremellen starting it in her living room with a mailing list of 75 women to now having around four million customers worldwide!
I feel a huge sense of loyalty and protection towards the brand and what it stands for. My focus now is on keeping that customer experience consistent as we grow and exploring how technology can make it even better – whether that’s more personalised recommendations, enhanced virtual fittings, or new digital channels.
Those things take time to get right. Retail keeps evolving, and I love evolving with it.
