Our Story

About Us

Welcome to Emms Choice!

I’m Mahnaz, a work at home mum with a passion for all things natural.

Emms Choice was born after I realised how difficult (and time consuming) it was to source natural products I could trust. I wanted to support eco-friendly, non-toxic, sustainable alternatives from independent businesses and make these accessible to others.

We stock a wide range of products with a sound brand ethos and quality natural ingredients and that’s our motto…


Caring for you, Caring for our environment

Our Ethics

  • We support small, independent UK businesses making or selling handmade natural products, local wherever possible.

  • We aim to be as eco-friendly as possible and use recycled/recyclable paper, packaging, tapes, gift wrapping – our orders are delivered in plastic free packaging.

  • We focus on reducing exposure to chemicals around the home by our product offering and ethics in sourcing these.

  • We actively encourage alternatives to ‘single-use’ and stock solids wherever possible and we offer a wide selection of reusable options.

Emms Choice Timeline


As a mother of two, I have been on a natural living journey for quite some time. Trying to reduce exposure to commonly found harsh chemicals around my family and home.

Emms Choice was born in 2017 with the mission to make the search for non-toxic, ECO products easier for others.

Our collection of products or Emms Choice (M’s choice) is my way to share this passion with others. My aim is to make these ethical products accessible and to encourage others to make small changes. Informed and sustainable choices that are eco-friendly, whilst supporting smaller UK businesses.

I hope you will follow our journey and thanks for reading!

Mahnaz Sharif

Founder and Director of “Emms Choice”

Emms Choice finally went online and our product range increased with a special focus on more eco-friendly, sustainable products.

Website redesigned with improved functionality and a new look.

This was a year full of collaborations:

  • Local award winning massage clinic ‘Wee Sallys Therapeutic Massage’ started stocking many of our products.
  • Another local business, ‘Tree Frog Coffee Shop’ has a few products available to buy and they also became a collection point for online orders.
  • We collaborated with a partner making custom handmade items – making the journey into reusable products extra special!

We launched our Tree Campaign where online orders will support tree planting to combat climate change!

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