Emma Patterson's passion for design was evident at just 13 years old when she was making and selling products to fellow students. After earning a double degree in Industrial (product) Design, she was poached for a tech startup in Brisbane, followed by five years in London with her first official company, providing multidisciplinary design services to new and established brands including Disney and Typo.

Upon returning to Australia, Emma started her own decor label for kids rooms and nursery’s, which quickly became the most popular in Australia at the time. However, she felt frustrated with the limitations of the trade shows she was exhibiting at and sold her label to start her own events company 'Rogue Lifestyle', which produced three large trade shows in Melbourne and Sydney.

Despite the success of her events, Emma was still not satisfied with the support for talented designers to get their products in front of compatible buyers. So in 2018, she decided to bring trade discovery online, pitching the idea of "Tinder for wholesale" and winning Global Startup Weekend Competition on the Gold Coast.

Serendipitously, Emma had Indirectory's iPhone App stabilised by mid 2020, when suddenly no physical trade shows were permitted. The serial entrepreneur officially launched the new platform with a "Virtual Trade Show" promotion in August, and has since held five more of these online summits, bringing the company ready to scale beyond Australia and NZ.

Emma is perpetual student of design and lover of beautiful products, thriving when creating innovative solutions that solve real-world problems. Her extensive experience in wholesale and her entrepreneurial spirit make her an unstoppable force in the industry.