Em Gurr’s Guide To Sydney

In Conversation With

Em Gurr's Guide To Sydney

Meet Em Gurr, the Sydney cool-girl with enviable style, whose life of growing up on the coast and immersing herself in fashion, marketing and business has influenced her love for creating content, working in music and more recently the interior & hospitality space.

Em joined us on a sunny morning in the Northern Beaches of Sydney to help us capture content of our latest collection Never Ending Summer.

We talk to Em about creating that endless summer feeling and Em shares some of her favourite places in Sydney to discover.

Tell us a bit about yourself?

My name is Emily, not Emma as many assume. I currently live in Sydney working in the creative fashion, interior and hospitality space. I started my career in the modelling industry whilst I was studying Fashion and Marketing.

Growing up by the coast I was a very keen surfer and just adore the ocean. It teaches us so much about life and respect. I initially began studying architecture which influenced my eye and perspective around space and design. After finishing my Fashion and Business Marketing degree at uni, I moved to Bali to start an ethical garment factory which I ran for 2 years and was such an amazing learning curve and worked very well. I then sold my shares and moved back to Sydney after a few health scares and to launch my slow fashion, passion project label, called Jacklyn, which was named after my mums middle name- she inspired my style and values within dress and procession.


Covid then struck the world and I moved production to Sydney and after some success I decided to take a break and work in Marketing and Brand Management for some renowned brands to diversify my knowledge, work with wonderful teams and learn.

Jacklyn holds so much meaning in my heart and is there to be relived when the timing is right. I am now working in content creation as I love creating concepts and working with various brands and imbedding my personality within their creative direction and core brand values. I also am working in the creative direction field for hospitality venues, primarily working on overall branding and community building.

I also dabble in a bit of DJing as I have such a deep love for music and its ability to bring people together and evoke emotion. The common theme between all the different things I do, is my innate love for finding deeper meaning in life and connecting with all types of individuals to build and foster community and make the most of our time.

Our collection was inspired by a ‘never ending summer’. Can you share some of your hidden gems of Sydney & places to discover –

Best places to eat in Sydney?

I love Rocker Bondi- great community spot, sitting in the sun with an Aperol and some world class food.

I enjoy Franca in Potts Point- great French selection with an amazing interior.

Darbry in Darlinghurst is my local coffee spot, cute little indoor/ outdoor venue with a great rustic reel and wonderful coffee

Jackies in Paddington is also a great spot for breakfast and lunch
Pina in Potts Point is a wonderful breakfast and lunch spot but be prepared for lines.

I can’t go past Iceburgs bar- One of the best views and great spot to snack, listen to music and have some beverages with friends

Mimi’s is amazing if your ready to invest a good amount of time and dollars- The experience is worth it

Mr Wong in the city is also a great food offering with lots of healthy alternatives and a great rustic design.

For some theatricals I like Bar 88 at the top of the centre point tower- Very 70s inspired interior with amazing panoramic views of Sydney.

Best bars for afternoon drinks with the girls?

Rocker in Bondi
Matteo Double Bay
Hubert in the city
The shop in Bondi

Sydney is full of great bars.

Best beaches for a day off?

I like Tamarama, It is generally a little less busy than Bondi.

Mackenzies next to Tamma is great too-more of a rock Euro vibe.

Clovelly is also a good spot to sit on the concrete and jump into the ocean with little waves.

I like Kutti beach and Redleaf for harbour side beaches.

If I am going to surf I generally would go to Maroubra or further south like Stanwell park and Thirroul.

Favourite piece from our upcoming collection?

I love the white embroidered shirt- such a wardrobe essential