Virtue Shine is the creative director behind Emerald & Wax, an Irish design label that celebrates heritage and culture while telling stories through each piece. With her work, she has carved out a distinctive space in the fashion landscape where bold West African aesthetics meet contemporary, conscious design. Each creation is a vibrant marriage of African and Irish heritage.
Born in Ghana, raised in New York, and now based in the west of Ireland, Virtue draws inspiration from her diverse background and surroundings. Sustainability lies at the core of Emerald & Wax, with all garments designed and manufactured in Ireland. Crafted with high-quality materials, the pieces reflect a modern identity meant to be treasured for generations. Her designs are influenced by Japanese and NYC street style, infused with a touch of the Wild Atlantic Way.
Tell us about your retail business.
I have had a retail shop in Barna for the last four years and now about to finally open one in the heart of beautiful Galway city. My bricks and mortar shop also provides a platform where local makers can showcase their work.
When did you first open?
October 2021
How did your retail journey begin?
When Covid restrictions started to be lifted slowly, I saw an opportunity to create a community where designers and makers alike could share a space while’s providing a unique opportunity where we could gather, collaborate and support each other. And that was the start of my journey.
What kind of products or makers do you stock?
Handmade clothing, jewellery, art, candles, cards and kids clothing and toys.
I look for Irish made products and small businesses. I also look for brands that are female led, small producers and good quality products that consumers can connect with.
There are so many huge companies that import their products from overseas leaving Irish small businesses to compete. It is very important to practice a circular economy where we can all benefit from.
My shop is a very bright and welcoming space. I believe people come to me because they know they will always leave feeling valued and appreciated.
I am a self taught designer, that has learned a lot from other makers and from my grandmother and my mother.
They love the unique fabrics, the vibrant colours and mist of all the warm and welcoming experience that I give.
What would you say to anyone thinking of becoming a Made Local Retailer?
Follow your passion but also do your research very well.
My most memorable moment was when a group of American women came in to support the shop and later received a letter from one of them telling me how wonderful they felt and her overall experience. I will not be forgetting that anytime soon.
