After talking to hundreds of mums of teen & tween girls, Emma and her daughter Ella, started producing sleepwear with elastic waistbands and functional drawstrings along with elastic ankle cuffs and pockets. They use super soft, stretchy fabric that breathes to provide pjs and clothes that offer next level comfort (just what tween & teen girls asked for!).
We asked Emma a few questions about Love Haidee and here’s what she said:
Q: IN ONE SENTENCE WHAT DO YOU DO?
Love Haidee provides timelessly classic teen and tween pyjamas and clothing for aspiring dreamers and growing adventurers.
Q: MY INSPIRATION TO START LOVE HAIDEE ..
Was born out of my frustrations shopping for my own daughter. I created Love Haidee specifically for tween and teen girls because I believe there’s a real gap in the market once they outgrow children’s clothing but they’re not quite ready for women’s either. So often clothing is either too mature or made for much younger kids. And girls today are growing up SO much faster. They’re outgrowing childrens’ clothing at an increasingly younger age, and women’s clothes are simply not designed for girls’ bodies. Girls mainstream clothing is dominated by unicorns and rainbows, slogans, sequins and Disney princesses or cartoon characters. I wanted to provide an alternative. To create simple, classic stylish pieces but above all, comfortable, because that’s really important to girls this age.
Q: IS THERE A STORY BEHIND THE NAME?
There sure is! Haidee was the name of my beautiful grandmother, pronounced “Hay-dee”. She was a talented seamstress, artist and an all-round beautiful soul. We spent many hours painting t-shirts with ‘puff paints’ and I class this as my first foray into fashion design. (And yes, puff paint is a clear giveaway that I’m a kid of the 80s.) I thank these pockets of creativity for the confidence to turn Love Haidee from a spontaneous spark into an ACTUAL thing.
Q: THE THING I LOVE MOST ABOUT RUNNING MY BUSINESS IS.. ⠀⠀⠀⠀⠀⠀⠀⠀⠀
I LOVE hearing feedback from our customers. One product review or message from a happy customer can put a smile on my face for the rest of the day! It’s also enormously rewarding to work alongside my daughter Ella (14). She’s my Head Product Tester and Chief Tech Guru! We don’t always agree on everything, but it’s been so much fun and she’s learning so many wonderful life lessons about entrepreneurship, hard work and perseverance that she’ll be able to draw upon as she grows.
Q: THE BEST LESSON I’VE LEARNED IS ..
That done is better than perfect! I’ve always been a perfectionist and sometimes I will agonise over something for WAY too long. I’m (slowly) learning that putting something out there, albeit imperfect, is so much better than sitting on something for too long.
Q: MY BIGGEST CHALLENGE SO FAR HAS BEEN ..
I’m not sure that there could be much more of a challenge than finding yourself in the midst of a global pandemic in the first year of business. From manufacturing issues to homeschooling kids and everything in between, it’s been an ongoing challenge to say the least!
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