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During the summer of 2009 a true southern girl from eastern North Carolina took a chance on a new life in the low country and made a spontaneous move down to Charleston, South Carolina. Meredith College graduate, Emily Newnam (owner and designer) instantly fell in love with the historical city and the laid back lifestyle that surrounded it.  Drawing inspiration from the southern coastal way of life and the classic style of southern women, Emily created a line of knit sundresses. Within months of her wildest dreams, Southern Frock was born.

After moving back to Raleigh, North Carolina to be closer to family and friends, she debuted the spring/summer 2010 collection of six dresses and one skirt to close girlfriends in April 2010 and by June began retailing in local boutiques.

Currently in their fifth season, Emily has partnered with her mother, Betsy, as they continue the vision of a laid back sundress collection.  SOUTHERN fROCK is currently retailed in boutiques through out the east coast & Caribbean and Emily designs a signature collection sold only in the larger Belk Department stores.