Behind The Scenes with Creative, Emily Gurr

Emily (Em) Gurr isn’t defined by singular titles or skillsets – she looks beyond them.
‍
With a background spanning architecture, fashion, and ethical manufacturing, Em brings a multidisciplinary lens to every project – shaping brands, telling stories, and crafting thoughtful design.

Her career began in fashion and ethical production, evolving into spatial storytelling, brand strategy, and creative partnerships. At Beverly, for example, she leads the creative vision from concept to execution – curating experiences that go beyond the expected, blending atmosphere, intention, and purpose at every touchpoint.

People are at the heart of Em's work. She draws inspiration from process, connection, and a belief that meaningful ideas take time, trust, and collaboration. At Beverly, she weaves together cross-industry partnerships, creative activations, and purposeful design – leading with empathy and a grounded sense of vision to create experiences that feel lasting, beautiful, and real.

The multi-talented creative splits her time between Melbourne and Sydney, drawing on her diverse background and lived experience to add meaningful value to the projects and people she feels aligned with. From being air-evacuated from Asia with a life-threatening illness while trekking in Sapa, Vietnam, to navigating a deeply varied and perfectionist perspective shaped by life's extremes – Em's story is anything but linear.

Here Em shares her biggest learnings, favourite rituals and "Em days," the inspiration behind Beverly’s ethos, and the importance of staying curious, kind, and true to your values.

Let's chat career journeys – yours is a varied and inspiring one to say the least!

I spent the majority of my younger years very active with surfing and sport, growing up in a small coastal town in northern New South Wales. I started modelling around 16, which opened the door to travel, independence, and a deep curiosity about people and place. Perspective came fairly early, mostly from being constantly on the move and having a beautiful, well valued family influence, while juggling studies and travel.
‍
On finishing high school I pursued a degree in architecture at The University of Queensland, then moved into fashion and business degrees. I am a very curious person that loves to learn and grow through my experiences – the more you know I believe the less you realise you do know. It's a constant evolution.
‍
In my early twenties I moved to Bali and set up and managed an ethical manufacturing factory and studio – there were no minimum order quantities (MOQs), and no fluff – just a purpose-led space that helped emerging designers bring their collections to life, from start to finish. It was raw, rewarding, and wildly formative. We were hands-on with everything: design, sourcing, sampling, consulting – all while creating a healthy, transparent workplace that I’m still proud of.
‍
When I was stuck back in Australia (the old Covid tale… We all have one), I managed my responsible women’s tailoring label, JACKLYN, which is deeply rooted in family values and led by a sense of timelessness, nostalgia and community building – we were working with deadstock fabrication and Australian manufacturers and fabrications.
‍
I then stepped into brand and creative management roles at corporate companies, whilst collaborating with local brands in designing collections, shaping narratives, and working closely with teams who value integrity and aesthetics in equal measure. I still consult across design, content, and brand.

For the past few years, Beverly has become a key focus, yet I still have the privilege to be able to continue to maintain freelance work. It’s been a varied journey, that’s for sure, and in many ways, Beverly is a vessel that brings all of my past chapters together: design, storytelling, spatial thinking, and values-driven strategy.

What have the highlights, or most rewarding moments been?

Bringing ideas to life from concept to execution, especially those rooted in meaning, has been incredibly rewarding. I love crafting strategies and creative outputs that hold weight, not just for Beverly, but also through brand alignments with people and initiatives that share our values. It’s most fulfilling when those ideas are met with trust and brought to life with care.
‍
Thoughtful curation, for me, means creating experiences that embody empathy. They feel effortless, but every detail is deeply considered. From our International Women’s Day events with the Women's & Girls' Emergency Centre (WAGEC) to The Art of Craftsmanship with Ars Italica and the long-dreamt Día de los Muertos Modern Masquerade with Don Julio (which was inspired by a very old travel travel journal note from when I backpacked through Oaxaca, Mexico), these are moments of long-term vision made real through team effort, trust, and shared belief. The reward is in the process and in the connection.

How about the biggest learnings?

Learning to trust the process and stay agile has been a major lesson, especially in an industry that moves fast. Being grounded in your values but flexible in your thinking is essential. Not everything goes to plan, so staying solution-focused and calm under pressure is part of the job.
‍
A gratitude mindset helps me find meaning in the mundane and stay open to inspiration, even in unexpected places. I love people, I talk to everyone, I've been told I could talk to a brick wall… Ha. Understanding different mindsets is what fuels my growth. My values don’t shift between personal and professional, I treat people with the same respect and integrity across the board.

What does an average day look like for you now?

No day is ever quite the same. I split my time between Melbourne and Sydney, so it really depends on the projects I’m working on, what needs attention, and what’s coming up. I try to start with some kind of movement, even just a walk to clear my head and reset, plus a matcha or coffee. From there, it’s into emails, aligning priorities, and catching up with the team or collaborators.
‍
Depending on what’s in motion, I might be checking in at the office with the team, heading out to visit suppliers, or in meetings with partners. Most days involve moving around and diving into creative – building out concepts, writing decks, tweaking design assets, working with freelancers, managing website updates, developing partnership strategies, refining processes and flow, or heading to shoots and events. Each day is different, and I like it that way. I’m not great at sitting still, I work better under pressure and when I’m busy.
‍
I tend to move around a lot during the day. I love working from different places, whether that’s a local café session or chasing a bit of light and inspiration. And when time allows, visiting our producers and seeing their world first-hand, especially alongside David, our amazing Head Chef and good friend, is always a highlight. That connection to people, process, and place keeps me grounded and reminds me why I, and we at Beverly, do what we do.

What inspires your creative thought process?

Experiences, personal values and people – always. I’m inspired by in-person connection, shared stories, and the way different perspectives can shift how we see things. My background across fashion, design, and hospitality gives me a broader lens – I don’t just look at what’s in front of me, I think about how things connect. That cross-pollination between industries keeps my ideas fresh and meaningful.
‍
I’m also deeply inspired by process, the beauty in solving problems creatively and building something from the ground up. I get energy from movement, collaboration, and seeing how small details can shift the feeling of an entire experience. And honestly, just being curious. I love chatting to people, learning what gives them a kick, and drawing on that to create something thoughtful and lasting.
‍
At the end of the day, it’s about crafting with purpose, creating moments that feel good, do good, and bring people together in a way that is authentic and genuine.

‍

How did you funnel this into Beverly, and develop her identity?

Beverly was not just about creating a beautiful rooftop – it was about building something with soul. The identity came through layering – drawing on my favourite form of architectural design, desert modernism, alongside Beverly Co-Owner and Director, Cameron’s admiration for Californian hospitality rooftops. I’m often called an old soul, and nostalgia, along with learning from the past, continues to inform everything I do. That, combined with personal experience, community values, design thinking, and creative strategy, shaped the foundation.
‍
I approached my role in the same way I approach most things: by asking how it could add value, connect people, and feel deeply considered from end to end. My background across different industries allowed me to see Beverly as more than just a venue – I asked, who is she? How does she inspire? How does she bring light to people and communities? Every touchpoint was intentional, from the partners we align with, to the producers we support, to learning from and trusting key team members whose expertise and perspectives have been invaluable.

The way we tell stories through events, curation, and design is all about creating something that feels elevated but grounded, inspiring yet inclusive. Everything worthwhile is built collaboratively – trusting the team, listening to our community, and staying agile enough to evolve. Beverly is a reflection of that process: thoughtful, purposeful, and anchored in nostalgic connection to create a true sense of belonging.

How would you describe your role at Beverly?

My role is multifaceted, a blend of creative direction, strategy, and relationship-building. At its core, it’s about translating vision into experience and fostering connections that go deeper than surface level. Beverly is the vessel. Like a ship, it requires crew, culture, collaboration, and design to tell her story and reveal her identity. My job is to shape and protect that narrative thoughtfully and purposefully through every detail, curating experiences that feel elevated yet grounded, nostalgic yet relevant.
‍
From the partnerships we form to the way we design space, tell stories, and create meaningful moments, everything is layered with intention. I draw on a background that spans design – from graphic work in Adobe and printed materials, to interiors, planting, and floral direction.
‍
While hospitality is a newer industry for me, I see it as one of the most powerful drivers of social and cultural impact. It allows me to hold the bigger picture while honing in on the small, often unseen details that make something feel truly considered.

A big part of what I do involves building strategic partnerships rooted in shared values and purpose. Relationships are everything. It takes time, consistency, and trust to bring ideas to life, especially when a concept can’t always be fully articulated or visualised at the outset. That trust is built over a body of work, through mutual respect and a shared belief in the bigger picture.Empathy, curiosity, and connection sit at the core of how I lead.

I’m very hands on in shaping the creative output, which takes time, especially with the breadth of ideas and well, perfectionism traits. But I believe in team, partners and empowerment – asking the right questions rather than prescribing answers.

It’s about fostering a culture where ideas can grow and evolve collectively, while staying true to the creative vision.‍Ultimately, Beverly is a vessel for design, for culture, for connection. My role is to guide that with clarity, purpose, and a lot of heart. To keep the purpose clear, the standards high, the spirit generous – to make it all beautiful, inside and out.

What is it that makes the Beverly community so special?

Connection. Meeting others, and seeing others meet. It’s in the energy, the details you feel but don’t always see. That’s where things shine and bring an unspoken kind of joy. Our community is made up of locals, makers, growers, creatives, collaborators, and our team, who each bring something real to the table. They shape the experience from the inside out – it’s the multiple fingerprints that create the evolving soul.
‍
Things are better done together. It’s about building friendships, sharing knowledge, and creating with purpose, not just for the sake of output, but for connection and impact. Trust is everything in that process. When we have it, we can push boundaries, bring ideas to life, and deliver activations that feel both elevated and approachable.
‍
Our community is layered and dynamic, not one specific niche, but a collective that strengthens as we grow together. Whether it’s regulars or new guests, fresh team members or long-standing partners offering new perspectives, everyone contributes to the bigger picture. Beverly is the thoughtful space that allows for the magic found in people, place, and creative curation.

What are your favourite local rituals?

I love a good café session with a podcast, I strangely focus with people in the background.  – Two Birds One Stone and Norman are go-tos for a healthy breakfast or lunch. I’m a regular at South Yarra Cellars – Chris and Greg have created a space that feels both familiar and elevated. We can spend hours there working and catching up.
‍
I can’t walk past a vintage store like Stop Staring Boutique without going in – op shopping is one of my favourite hobbies. I like popping in to see friends at The New Trend in Armadale or heading out for a low-key pub lunch on the weekend at Republica – it’s light-filled, there’s vinyl, and a great new menu – The Flying Duck, or Mount Erica.
‍
When I need to clear my head, I’ll try to squeeze in a surf at URBNSURF or head to Soak Bar in South Yarra, my friend’s beautiful all-round wellness spot. I wish I made more time for that... Working on it. Even just walking down Toorak Road in the sun toward the Botanic Gardens or the city. I love to wander and see where I end up. I also rope friends into what I call “Em Days.” They’re not as narcissistic as they sound – but are basically days where no one’s allowed to say no, and might involve museums, karaoke, GoBoats with snacks, buying art materials and fabrics to create and much more. There’s no limits, just spontaneous random things. Change of scenery, good light, and good people – that's my “mindfulness.”

Do you have any tips for other budding creatives looking to enter the industry?

Stay curious, stay kind, and stay true to your values, they’ll be your anchor when things feel uncertain. Don’t be afraid to start small or take the long way around. Sometimes the scenic route gives you the clearest perspective. Be open to learning from everyone, not just the obvious mentors. And trust that your unique mix of experiences, even the seemingly unrelated ones, will shape your creative voice in ways you can’t yet predict.
‍
Most importantly, build real relationships. Work hard, consistently. Be strong, but also soft and open. Don’t ever let anyone define who or what you are – that’s your narrative to write and protect. Be humble, put in the hard yards, and never compromise your values for anyone.
‍
The work matters, but the way you approach your work, with yourself and with others, matters more. Be generous with your ideas, protect your energy, and remember: it’s not just about what you create, it’s about the feeling it leaves behind. Let your values guide you in both your personal and professional life.
‍
They can be firm, but finding balance is essential and I’ll be the first to say, that’s something I’m still learning too. Be easy on yourself when you know you’re being authentic. That’s the real success.

Dive into Em's world

Follow her day-to-day journey on Instagram

See her creative prowess in action via Beverly’s Instagram‍

Listen to her curated playlist