Blonde, affluent and athletic , in addition to the dogs, Rex and Bob, the 46-year-old has three children, aged five, seven and nine and is chairman of their primary school PTA.
'Growing up, men always seemed to be in control of dating and sex,' says Emma. 'If they slept around, they were considered 'legends', but if women did the same they were no longer girlfriend material. It's an image in sharp contrast to Emma's conventionally happy family life. She lives in a bungalow in a quiet village near Staines-upon-Thames with her husband James Tindall, a former Olympic hockey player and children Raff, Lily and MJ. The house is in a scenic spot, but prone to flooding. Emma's Instagram account recently showed her and James wearing wellingtons, wading through water to their home, each carrying a child on their back.
'People assume the only reason I set this up is because I'm a sex-mad swinger — but I've never been involved.''Nope, not interested ... Plus, from a business perspective you need to be able to stand back and look at the bigger picture without any emotional involvement.' By contrast, the adult industry she first encountered when living it up in London as a young woman, working in entertainment PR for events including Erotica UK, seemed to present a more balanced dynamic. 'Whether it was burlesque performances or dominatrix displays, the women were strong, in control and knew they had their own voice,' she says.
According to Emma, something of a midlife sex revolution is under way. While Killing Kittens' London club nights mainly draw 20-something women, an older crowd are flocking to events at country mansions and the pricier European soirees The events side of the operation, which has since expanded its repertoire overseas to parties in Venice, New York and Rome — plus the gay spin off, KK Homme — remains under the Killing Kittens label.
Then there's the challenge around digital marketing, specifically promoting Killing Kittens events when the usual platforms of Google, Instagram and Facebook restrict adult content in their advertising.