A case study on the trials of Emma's performance when implementing the Entity-Attribute-Value data model on their PostgreSQL database systems. Emma, Inc. is an email marketing company that provides a Web based application for managing email lists and marketing campaigns. This is a tale about Emma's experience with a database schema design refactor that is now using the Entity-Attribute-Value (EAV) data model on the members in email lists. We will briefly describe the previous data model and why we had to move to a new one. This is followed by all the places where Emma stumbled and recovered in implementing the EAV data model and rebuilding the application around it. Finally we will touch on where Emma might go next with respect to the data.