INTERVIEW | MARCELLA ORELLANA OF AUBRIE

Fashion and textiles have almost always been a part of Marcella Orellana’s life. She learnt to sew at the age of eight, and after school moved from Rockhampton to Sydney to study a Bachelor of Design majoring in fashion at UTS. Marcella graduated with honours and now teaches at the Billy Blue College of Design. However, after leaving the fashion industry to have her two youngest children, about eight years ago, she decided to start creating her own childrenswear label, Aubrie. Word of mouth helped to kickstart interest in the label, however, it wasn’t until Marcella broke her leg in August and could spend some time focussed on the label’s Instagram account that it gained a enthusiastic following. 

With her Autumn-Winter lookbook just shot, Aubrie is now preparing to exhibit at Life Instyle Sydney. Register now to attend the upcoming event that explores Happiness By Design. The trade event runs 18-21 February at the Royal Hall of Industries and Hordern Pavilion.

This post was sponsored by Life Instyle, an event I have attended many times over the years. All editorial content was produced independently. Thank you for supporting businesses that help to make this site possible. - NW 

What was behind the decision to start your brand? Having left the gruelling full-time ragtrade eight years ago to have my two youngest babes, I always knew that the next thing I did would be for myself. I actually started working on this six years ago but consultancy work, lecturing, broken foot and my final baby girl got in the way for a bit but once the stars finally aligned my fourth baby was born. 

What had you been doing previously? I have been a fashion designer for 25 years but always in the womenswear and youth fashion area. However, from the day my eldest daughter was born 18 years ago, I started collecting ideas as always knew I would one day have my own baby/girls label.

What is important to you when designing children's clothes? That they are pretty and practical, good quality, value for money, and where possible only made of natural fibres - despite the little bit of ironing they may require - and that they are timeless enough to be passed down over the years.

How do you try to differentiate your products from others on the market? I’m a great believer in quality over quantity so am always sourcing the best fabric and spend a lot of time perfecting the fit and details and then only produce limited quantities of each style so that they are that little bit more special. Hopefully my brand is known for its quality, the fact that each piece is designed to work back with pieces from previous collections so mums don’t feel they have to buy an entire new look each season and the gorgeous prints and colours that I spend so much time uhmming and ahhhing over for weeks on end at the beginning of each collection wanting them to be just right.

What has been completely unexpected since starting your business? My little Instagram family of customers - a whole new lot of friends - who are just so lovely and keep coming back for more for their little girls.

What is something that people often don’t realise about your wares? I receive lots of lovely messages from my customers when they receive their packages telling me how impressed they are by the fabric and quality and that they are even lovelier in real life. I guess that can sometimes be the downfall of shopping online, that what arrives doesn’t live up to expectations, so love that Aubrie appears to exceed them.

Where do you look to for design inspiration? I have always been a little bit of a collector and still have some of my own baby clothes as well as those of my eldest daughter as well as quite a few vintage pieces and patterns I have collected over the years. I love little details, muted colours as well as the classic French aesthetic. And having taught myself to sew at eight, I appreciate the old school sewing techniques of French seams, hand embroidery and pretty details all of which you’ll find throughout my collection.

What do consider when dressing or styling children? As a mum of two daughters I am a little old school and loved them to look like little girls when they were growing up - by that I don’t mean all frilly and pink as I love a little girl in blue, but like them to wear the clothes rather than the clothes wear them, so Aubrie pieces may be pretty but always practical - hence some of their names like “tree-climbing” skort and “cartwheel” camisole and definitely age appropriate.

What role do you want your products to play in a childhood? That they become their favourite piece that they wear until they just can’t anymore and with a focus on quality make and fabric they should get better with age and teamed with timeless design, after they have been handed down to younger sisters that just perhaps they will want to hang onto it for their own.

What was the last great children's book that you read?
Wherever You Are, My Love Will Find You by Nancy Tillman bought this for my baby girl for Christmas and it's her new favourite - and mine.

images courtesy of aubrie; photography courtney king

INTERVIEW | KELLY-LEE WRIGHT OF FEATHER DRUM

While the number of childrenswear brands seems to have exploded in recent years - there aren’t many that beat to their own drum. Enter Feather Drum, the label created by Kelly-Lee Wright, a former corporate lawyer turned clothing designer. After looking at some bohemian-inspired fashion pieces at the Laneway Festival she told her partner that she wished she could dress her daughter in similar clothes. “I saw a gap in the market as I couldn’t buy it for my own daughter and I knew I wasn’t alone,” Kelly-Lee says. That idea saw her launch her first collection, Dream Seeker in August 2014. Fast forward a year and a half later, and the label is stocked across Australia and in the USA, France, Japan and South Korea. “I’m designing new styles all the time, experimenting with new fabrications - in particular organic and more sustainable fabrics - and looking to expand into other areas I’ve not yet touched,” she says, “which you will just have to wait and see!”

Above is a sneak peek at the upcoming AW16 campaign, shot by The Descendants. Below is the current collection, photographed by Jenna Agius.

As part of Feather Drum’s growth, Kelly-Lee is about to exhibit at Life Instyle in Sydney. Register now to attend the upcoming event that explores Happiness By Design. The trade event runs 18-21 February at the Royal Hall of Industries and Hordern Pavilion.

This post was sponsored by Life Instyle, an event I have attended many times over the years. All editorial content was produced independently. Thank you for supporting businesses that help to make this site possible. - NW 

What was behind the decision to start your brand? When my daughter was born it was difficult to buy anything for her that wasn’t powder blue or pink, twee, kitsch or splashed in cartoon characters. Clothing with a distinct bohemian flair in rich earthy tones, colours and textures just weren’t available, so I sat down and designed them myself. 

What had you been doing previously? I worked as a corporate lawyer in Sydney. I’d previously been a lawyer for 10 years back in London before I moved to Australia in 2010.

What is important to you when designing children's clothes? Ensuring I’m offering something innovative, good quality - I like to use natural fabrics that are wearable, washable and gentle on our kids’ skin - and, of course, functional. 

How do you try to differentiate your products from others on the market? A great deal of thought and care is put into presenting a collection that stands out from the crowd and presents a cohesive story. All Feather Drum prints are original custom designed from scratch. Each style undergoes several fitting sessions so the pattern is exact. I design from the heart and apply colour palettes that I love, rather than follow current trends.   

What has been completely unexpected since starting your business? The honest answer is the volume of work and just how incredibly difficult manufacturing is. If anyone considers this an easy way to make a living, it’s not - and that comes from a former corporate lawyer used to working 60 hours per week!

What is something that people often don't realise about your wares? Many people don’t realise we do boys clothing too. Clearly that’s an area I have to work on. And also that we cover the “tween” market.

Where do you look to for design inspiration? I get inspired by a lot of things, particularly nature, different cultures and fashions from a different age. I love vintage clothing and how well made it is compared to the throwaway fashion that we have today. The 70s have been a huge influence on my collections to date and I’ve tried to channel the floaty bohemia vibes reminiscent of Woodstock into my designs. The values transcending from our “hippie free people” back then are definitely ones that I believe should be instilled in our children - peace, love, happiness and respect for the planet.  

What do consider when dressing or styling children? Obviously that they look stylish, but it’s also fundamental that they feel comfortable, that they’re not going to be too warm or too cold, and can move freely. I want children to feel genuinely happy in the outfit they are wearing.

What role do you want your products to play in a childhood? As an adult I can look back to my childhood and remember my favourite pieces of clothing as a child, with the fondest of memories and attachment. It would be amazing to think that there are some children out there that will grow up having those same feelings and memories about a garment I designed. I have a lot of customers who order pieces in especially for family portraits which are being taken. It’s nice to know my clothing is being captured in so many family photographs that will transcend the generations.

What was the last great children's book that you read? I’ve just introduced my three-year-old daughter to the wonderful Roald Dahl. At the moment we're reading Charlie and the Chocolate Factory and she loves it just as much as I did, and still do. 

images courtesy of feather drum

INTERVIEW | ALLY MAHONEY OF MINOUCHE

At the start of this year Sydney designer Ally Mahoney decided to take a leap of faith with her children’s wear label Minouche. Up until then she had been making clothes herself and selling them on Etsy. But Ally was struggling to keep up with orders and had to decide if she was ready to get the clothing made in larger quantities - which meant going overseas. “It was so daunting starting a new business, you don’t know how it’s going to be received until you take the plunge,” she says. The reception to her debut collection has been amazing, though, and she's had many repeat orders. Ally was more confident about taking production offshore after she met the people who produce her clothes. It is run by two Australian sisters who pay their staff above the minimum wage, provide medical insurance and double the minimum holidays and pension. "They really do provide a great environment to work in, the factory is such a happy place," Ally says.

Now, the mother of two young girls, is about to launch a Summer collection, which will also expand the size range from three months to eight years. As for the name, “I wanted one that was European, to reflect the simple yet well-made European feel of my designs, and I love kittens – their curiosity, playfulness, and occasional naughty behaviour, reminds me of my girls,” she says. “So I picked Minouche, which is French for kitten.” Ally will be announcing details of the release date of the upcoming collection on her Instagram page.

What was behind the decision to start Hello Minouche? Initially I just started sewing as a hobby – I bought a sewing machine totally on a whim. I just wanted something to do of an evening that wasn’t about cleaning, or the kids, or just sitting around watching TV.

I then progressed to selling handmade pieces through Etsy but before too long I wasn’t able to keep up with the orders that were coming in – it just wasn’t practical, trying to grab five minutes here and five minutes there to sew, getting cranky with the girls for getting in my way or playing cubbies with my fabric.

So I decided to take the plunge and design items to be produced on a larger scale – that way I was able to focus on the tasks I most enjoyed doing – designing, sourcing fabrics and customer service, without having to actually do the sewing myself.

What had you been doing previously? I did a business degree at uni, followed by a Masters in Media, but I spent most of my time pre-kids working in predominantly admin roles with a marketing focus.

I can’t say I ever really enjoyed them but working in generalist roles for small companies taught me so much about running my own business that I’m grateful for them – I haven’t had to outsource anything yet, as a start-up business not having to spend more money is always welcome.

What is important to you when designing children’s clothes? My main motivation is to create something that children like to wear, and their parents like to look at. Creating items that are ethically made is also of huge importance – the last thing I want is to dress my children in clothing that made life worse for someone else. 

How do you try to differentiate your products from others on the market? I try my best not to look at what others are doing. When I first started out selling on Etsy, I spent a lot of time looking at what other brands in my niche were doing. Now, I try and not look at all. 

As someone who finds inspiration constantly from my surroundings, it’s hard for me to know sometimes if I’ve come up with an idea or if I’ve been influenced by someone else. So I feel better within myself if I’m not paying too much attention to what everyone else is doing, at least until the designs have been finalised for the current season.

What has been completely unexpected since starting your business? The wonderful, kind and supportive women I’ve met through Instagram has been a lovely surprise. It is a lovely way to connect with people, improve photography skills and discover life through the eyes of someone else. 

What is something that people often don't realise about your wares? A lot of people don’t realise how much is involved. A few people have wondered what I’m actually doing now that I’m not constructing the garments myself.

While I have outsourced the sewing side of things, there is still the design, sourcing fabrics, marketing, customer service, finances, administration and a lot of trips to the post office.

The scheduling of production is something many people are unaware of too – I’m often asked if I can just make something in a smaller size, or get more stock in of an item. But the decisions regarding stock are made months in advance – and for larger companies much longer – to allow enough time for samples to be made, fabrics arranged, and garment construction. I would love to have a factory at my disposal with staff just sitting around waiting to make a few more of this or that, but unfortunately I don’t - yet, haha.

Where do you look to for design inspiration? I find a lot of inspiration in the books of my childhood – Enid Blyton characters, Anne of Green Gables, the Laura Ingalls stories. I don’t aim to recreate any of their clothing, but in my mind I am creating pieces that could be worn by these spirited characters.

I also spend a lot of time on Pinterest – I draw a lot of inspiration from images and patterns of vintage children’s clothing, and enjoy using elements of these in my designs. 

What do consider when dressing or styling children? Above all, comfort. To me this means natural fibres and comfortable designs, and for children not to look like they’ve been fussed over much at all. Whether they’re going to the beach, playing in the yard or going to a party, they’re going to be running, climbing, jumping and dancing, and their clothes should be comfortable enough to do this. And as a parent, you don’t want them wearing something that isn’t going to stand up to a bit of rough and tumble.

That being said, I also think it’s really cute when they come up with their own styling, and I give my girls the freedom to wear whatever they choose, although often inside I’m screaming for them to choose something else.

What role do you want your products to play in a childhood? I hope that they can become pieces shared between sisters, cousins and friends. I’m the youngest of four, with three sisters, and a lot of the clothes my girls wear have been handed down from cousin to cousin, and are now on to the fifth child. I’d like to create pieces that are loved that much, and made well enough, to last that long.

Clothing plays such a big part childhood memories – I can vividly remember the dresses my mum made, the dresses worn to birthday parties and at Christmas. It would mean so much to me if a little girl remembers in years to come one of my pieces as her party dress, or playsuit she wore on a lovely picnic with her family.

What was the last great children's book that you read? For Lottie we are loving Imagine by Alison Lester – it’s a lot of fun, and a challenge, trying to find everything on each page. Molly is still a major fan of Dear Zoo and Oh Dear!, and so am I. She is probably getting a bit big for them now but neither of us ever get tired of it. I can’t wait until they get into some Enid Blyton, Judy Blume, and maybe a little Babysitters Club and Sweet Valley High.

images courtesy of ally mahoney of minouche

INTERVIEW | EMILY MCMASTER OF MABO KIDS

It was when Emily McMaster opened an old chest full of 

clothes that she wore as a child that the seed of an idea was born. She had been working in New York City in the film industry when she had her first child. Both her daughters were born in the city and it was where Emily started to make clothes based on the timeless designs in that cedar chest. When she launched the company Mabo Kids in 2010 its original collection comprised about six pieces, with lots of tweeds and wools. But it was when she added organic cotton basics that the brand took off. At about the same time as starting Mabo Kids, Emily and her family moved back to Salt Lake City, the place where she grew up. “It’s a beautiful city surrounded by mountains,” she says. It’s her hope to open a brick and mortar store in her hometown later in the year. She also plans to introduce a line of shoes, socks and knitwear. 

What was behind the decision to start Mabo Kids? My mom had saved all of my most “special” childhood clothes in a cedar chest, and when Ruby, my first daughter, was born, we opened it to see what might fit her. I think seeing how long some of the beautifully classic styles lasted and how they represented the fleeting nature of childhood really put an importance on children’s clothing for me that I hadn’t previously had. Living on a budget in NYC, I found it frustrating that the most simple and timeless clothing was the most expensive, and started making similar styles for Ruby myself. People seemed to like them as my passion for creating grew, so after we had Mabel and moved back to Utah - and had a little extra time and money, I found a pattern-maker and manufacturer and decided to go for it.

What had you been doing previously? I have a masters degree in cinema studies from NYU and had been working in the film industry for a few years before having Ruby. I worked in independent film; the company that I was with made Little Miss Sunshine and a lot of other great indie movies. It was really my dream job for years until I had a daughter and my priorities completely and surprisingly changed.

What is important to you when designing children's clothes? A classic style that will still be stylish years forward, simple design without a lot of fuss, with fabrics that are strong and durable. Ideally I like to create things that both children and adults will like enough to want to wear every day and incorporate into their daily lives.

How do you try to differentiate your products from others on the market? I’d say through the combo of quality and price. I really feel strongly that you shouldn’t have to be extremely wealthy to be able to buy things that are made responsibly and with nice natural fibres. It is expensive to create a product made in the USA and with great fabrics - we aren’t able to wholesale very much because our margins just don’t account for it, but it’s so important to keep our prices down as low as we can, so I focus on our own online sales and those special local neighbourhood stores that we want to support and be a part of. I try to keep the designs simple, which I not only prefer aesthetically, but makes it more affordable. I prefer to use nicer fabrics and strong construction for longevity sake than details that might drive the cost up.

What has been completely unexpected since starting your business? I think how much I would enjoy the parts that aren’t as “creative”. I actually enjoy the logistical and technical details of pattern development and the businessy-y Quickbooks-y stuff. There’s very few parts of the job that I dislike.

What is something that people often don't realise about your wares? I don’t feel that there’s much, besides maybe how expensive it is to produce clothing with nice fabrics that are made in responsible factories. I do feel this is changing and that people are really starting to appreciate this, but it’s tough and, as I said before, makes wholesaling really difficult.

Where do you look to for design inspiration? Quite a few styles have been inspired by my own clothes as a child, that my mother very carefully chose and saved. I also draw inspiration from classic films - both the childrens’ and adult styles, and from adult clothing that I love. I also try to draw inspiration from the fabrics themselves, because often that’s what I fall in love with first. I read a quote on Patagonia’s (one of my favourite companies for their ethical focus and wonderful products) Instagram that I loved and come back to quite often: “Let the materials shine in their own light. Don’t fight them, let them do what they naturally want to do.”

What do consider when dressing or styling children? It’s very important to me that my own children and the children we style for the Mabo photo shoots look natural and unfussy. While I do (obviously!) feel that children should have nice, quality clothing for this magical and fleeting period, the whole point is to be able to run, jump, play, spin, and to do it in comfort and feeling confident. I want the clothing to be comfortable and unprecious enough to be able to move between school to the playground, and even to special events. I also think it’s important that they have a say in their clothing choices and don’t feel “styled” by parents - style is such an important way of expressing yourself throughout life and cultivating a healthy sense of identity through style, rather than following trends or brands, can be such a nice lesson to learn early on.

What role do you want your products to play in a childhood? Oh, just to be there for all of the amazing memories. It’s so bittersweet and poignant how quickly this time passes. I can’t tell you how heartwarming it is to get photos people send from all over the world and just feel so lucky that I have some small moment in those special events, photos, and everyday moments. The addition of the pyjamas was a super sweet new example of that - all of a sudden I was getting these precious photos of babies and children sleeping in our little dotty jammies - how amazing is that?

What was the last great children's book that you read? We read Tasha Tudor’s A Time to Keep all the time - it’s my all-time favourite.

images courtesy of mabo kids

INTERVIEW | PHILIP THOMPSON OF WADDLER

Philip Thompson was born and raised in Cork, Ireland, but now lives on a small island called Boipeba in Bahia, Brazil. In 2008 he moved to South America with his wife and young son and at first they lived in the foothills of the Andes mountains, where they got to live a carefree life of picking fruit from trees and riding bareback on horses. Initially Philip worked as a print journalist after a career as a documentary producer in London, however, when his wife couldn’t find warm clothes for their children she tracked down a local artisan in Peru. Soon afterwards they launched Waddler, a childrenswear range using organic pima cotton from Peru and alpaca made in Bolivia. They have been conscious of creating their wares using fair trade and leaving a low eco footprint. Alpacas don’t over graze like sheep or goats, Philip says. More than four years later Waddler is sold across the world, but they always find a way to give back to the local communities where the materials are sourced and made.

What was behind the decision to start Waddler Clothing? We were living in South America and my wife could not find warm cosy clothes for our son so she had a local artisan in Peru make up some of her designs. They were so nice we decided to start Waddler - it also gave us a good reason to stay in South America!

What had you been doing previously? I worked in documentary production in London and then as a print journalist in South America. 

What is important to you when designing children's clothes? I think it has to be fun and inspired. Inspired by real life experiences with kids or from stories and always thinking why kids will like it.

How do you try to differentiate your products from others on the market? We don’t. We just make what we like and think looks good. I think it’s more important to be true to yourself than attempt to be “original” in a market-driven sense. 

What has been completely unexpected since starting your business? That we sell globally - from Kazakhstan to Argentina. We thought our primary market would be the UK. 

What is something that people often don't realise about your wares? That we use the finest materials available and that everyone is every stage of the process is paid properly

Where do you look to for design inspiration? Kids stories, the nature that surrounds us, things that happen on our travels, what our kids like...

What do consider when dressing or styling children? That the kids are comfortable and happy and that they like what they are wearing.

What role do you want your products to play in a childhood? To inspire children to make their own adventures whether real or imaginary.

What was the last great children's book that you read? The Faraway Tree by Enid Blyton. I never liked her Famous Five stories as a child but someone recommended these for us to read to our kids and they are fantastic.

images courtesy of waddler

INTERVIEW | KATE PEARSON OF BELLA & LACE

While Kate Pearson worked in the fashion industry for many years, she didn’t really have a firm plan for her childrenswear label Bella and Lace. Rather, it evolved after she had twin girls Mila and Ezara. However, since launching only a few seasons ago, the label has already started to gain a lot of traction. “The momentum and drive of it just keeps me going,” Kate says. This year, in particular, has been a big one for the brand. There are more stockists and more orders in general. Kate has added a few homewares pieces into the mix too and hopes to continue to grow this side of the business.

Born and raised in Sydney, Kate has been based in Brisbane for the past 13 years. She now has her sight set on a womenswear collection then homewares. “Then I think I have covered all the things I love,” she says.

What was behind the decision to start Bella and Lace? I had always wanted to start my own label and after having my girls it really forced me and gave me the confidence to do it. 

What had you been doing previously? I have always been in the fashion industry and I’ve worked in design, manufacturing and production. I have always enjoyed where I have worked and I have made some really beautiful lifelong friends along the way. In Sydney I worked at a really beautiful company, my boss was a lovely man and I often think back and take on board a lot of his work ethic - he worked really hard and was a very kind and giving man.  

What is important to you when designing children's clothes? It’s about having fun. I love putting together those “OMG, I would have loved that when I was a kid” styles. Although we are a kids clothing business our main target market is really the parents and grandparents. For me it’s that they are fun, not too pretty and a bit earthy.  

How do you try to differentiate your products from others on the market? Australia has amazing designers and I really don’t think we give ourselves enough credit. When starting Bella & Lace I never really thought I was filling a gap in the marketplace, I was really just putting together styles I loved, but as time has gone on we can see that we are filling a big gap in market. Every season we change styles very few items are ever repeated, we hand draw our own prints, we change colours we look at what trends are happening overseas, if something sells out we very rarely repeat it. Every season we add in a few special pieces like out vintage wonder women, and people are really taking to them. 

What has been completely unexpected since starting your business? All of the amazing people you get to meet along the way. I love supporting other labels and store owners, I love meeting other women in business. I always do a little "yeah, rock on sista” to myself.

What is something that people often don’t realise about your wares? Where they are made; that we make styles ethically. It’s a part of the business that is very close to my heart and I do get somewhat emotional about it. It’s a big behind the seasons part of Bella & Lace. The factory is owned and run by a woman who was brought up in a very poor family. She wanted more for her life and started her factory with just two machines. Now she manufactures for many labels and her staff love her and she truly loves them. I love going there and being apart of it.

Where do you look to for design inspiration? I look at all sorts of things. I love looking at fashion trends. I also take inspiration from styles my mum kept from when I was a little one.

What do consider when dressing or styling children? I’m not into neat. Kids are messy so when we do a shoot we let them be them. We never do their hair, we don’t tell them to pose, we just let them be kids.

What role do you want your products to play in a childhood? I want them to be memorable. I want them to think back and remember how much they loved that tutu or leotard. I know I have pieces that I loved when I was a child. But I can tell you those skivvies weren’t one of them!

What was the last great children's book that you read? Little Cat and the Big Red Bus, my girls and I love this book and its beautiful illustrations by Anna Walker.

images courtesy of kate pearson from bella & lace

INTERVIEW | ANNA JONES OF TWENTYONE FIFTEEN

After living in London for 10 years, where she worked in the fashion industry Anna Jones was ready for a change of scene and career when she returned to Australia. But she didn’t head back to Melbourne, where she studied at RMIT, or to country Victoria where she grew up. Instead she unpacked her bags in Sydney, alongside her husband, who works in television. They settled in Bondi Beach and after becoming a mother to two boys Anna decided she wanted a creative role that allowed her spend time with her children but also make something with her hands. She started Twentyone Fifteen, a children’s decor business, initially making personalised kids cushions and bunting. Now she is becoming known for her wire decor pieces, which she sculpts and wraps with Liberty print fabrics, vintage denim or fleece. They are designed to hang in children’s bedrooms and be just as appropriate for a toddler as a teenager.

What was behind the decision to start Twentyone Fifteen? I wanted to start a small business that I could manage around looking after my two boys. I wanted to be doing something creative but didn't want to be stuck at a sewing machine or a computer. By creating my own decor pieces it has given me the freedom to work around my children’s routines as well as hopefully offering something different and fresh to the children’s decor market. 

What had you been doing previously? I studied fashion marketing at RMIT and after graduating I moved overseas to travel and work. I lived in London for 10 years firstly working in communication/PR and trend forecasting before a dream job in a sourcing and account management role for luxury fashion retailers Lane Crawford, Pedder Group and Holt Renfrew. After moving to Sydney I managed and bought for a mid-century furniture store before starting my family and Twentyone Fifteen. 

What is important to you when designing children's decor? For me it’s important that my pieces appeal to both the children and the parents. I like the designs to be simple, timeless but also have a handmade and tactile quality.

How do you try to differentiate your products from others on the market? I try and stay true to myself and both my own personal taste and design instincts, and by working this way hopefully I will be offering something unique.  

What has been completely unexpected since starting your business? How many lovely people I have connected with and how much support and encouragement I have received.

What is something that people often don't realise about your wares? I think people don’t often realise the process behind each piece and that they are all completely handmade and unique. For example, to make the denim pieces I mould the wire, then source vintage denim, wash, dry, cut, wrap and to finish trim the excess thread. They really are a little labour of love.

Where do you look to for design inspiration? I’m always trying to keep up with my favourite blogs, and Instagram/Pinterest accounts, so these sources keep me both inspired and distracted!  

What do consider when decorating kids rooms? I think it’s important to invest in good timeless pieces - my love of Scadinavian design always draws me to white for walls and furniture. I like the idea of adding colour and texture through children’s own artwork, prints and handmade crafts such as blankets and my own decor pieces, of course! 

What role do you want your products to play in a childhood? I would love my work to be keepsakes for children to have in their room for many years from newborn through to pre-teen years. 

What was the last great children's book that you read? I’m a big fan of the children's author Julia Donaldson. My currently favourite is Monkey Puzzle, but she has so many brilliant books - I never tire of reading The Gruffalo, Room on a Broom, A Squish and A Squeeze, Tiddler, What The Ladybird Heard, they are all classics in my opinion.  

images courtesy of twentyone fifteen