York mum Sally Greenaway had the idea for her business ‘Green Child’ when she was expecting her first baby.
But it took four years, the birth of a second child and redundancy from her marketing job before she felt ready to turn the theory, and all her research, into practice.
'Green Child' specialises in environmentally friendly, natural and organic products for babies and children that don’t compromise on style or quality, and the range is aimed at the fashion conscious parent who is also aware of the need to look after the planet.
'Green Child' has designed a wide and rapidly growing collection of organic and natural nursery products from nursery bedding and organic mattresses to bold and funky sleeping bags and the Green Child Sleeping Willow moses basket, hand crafted in Somerset willow.
The initial idea came to Sally when she was shopping around for nursery products while expecting son Joseph, now 4, and realised that she wanted, and still wants, something a bit different from the designs chosen by her friends.
“There were quite a few of us who were pregnant around the same time and it seemed as though we were all ending up with the same designs because there wasn’t a wide selection of products for a mid range budget,” Sally said.
“I started thinking then that there would be a market for a range of bedding and nursery products that could be made from environmentally friendly materials but which used brighter colours and more vibrant designs than those that were available at the time.
“I wanted to create an aspirational brand which would appeal to style conscious parents and I felt that I was not alone in being keen to choose products which were environmentally friendly, but struggling to find what I wanted on a budget”.
“When you have your own children, it makes you even more aware that looking after the planet is vital so I decided that my brand would fill that gap in the market.
“Green Child products will always use as many natural and organic materials as possible and the minimum packaging which will be recyclable but will never compromise on style.”
With her redundancy after the birth of daughter Ava, now 2, giving her the push she needed, Sally began to investigate the type of products she wanted to sell and began the search for manufacturers.
“The idea was the easy bit but it was only when I started to seriously research it that I realised exactly how much work was involved,” she said.
“You have to be able to back up claims that materials or products are what you claim they are and finding what you want at a reasonable price takes time”.
Sally is determined that any products sold under the 'Green Child' brand will be ethically produced too.
“There is no point having a product that is completely natural but produced by people who are treated badly or working for a pittance. I did a lot of research before I settled on the companies who will actually produce the merchandise for ‘Green Child’ and I am confident that they all fit the bill,” she said.
Like most mums of pre-school children who work from home, Sally is well aware that going into business for herself is not the easy option.
“It’s harder work than if you were working for someone else and you have to be prepared to work at every opportunity – when the children are having a nap, after they have gone to bed or even taking a few minutes to catch up when they are occupied doing something”.
“I’m lucky that I am naturally quite organised because it makes life juggling responsibilities that bit easier and I feel very privileged to have been able to start my own company. I have had a lot of support, especially from my husband Mark who has been able to help me with both business advice and looking after the children at weekends and after work which is a huge help.”
Sally has lots of plans and hopes for the future of the 'Green Child' brand, eventually hoping to increase her ranges to include furniture made from sustainable materials, further nursery and children’s bedroom collections and beyond.
'Green Child' has faced a lot of challenges along the way but Sally is finally satisfied with her website www.greenchild.co.uk
“I know how important it is to get your brand identity right which is why I have waited until I was completely happy with the look and feel of my website before launching it.
“My long term aim is for ‘Green Child’ to be known as the eco chic brand for babies and children. I know that it is going to be hard work and tough journey but it’s one that I will enjoy,” she said.
To see the full range of products available, find out more about 'Green Child' and sign up to be the first to hear about fantastic promotions and new product launches visit www.greenchild.co.uk
Sally from Green Child has said that members can enjoy 15% discount at Green Child on all orders placed before the end of November 2009. Simply visit www.greenchild.co.uk and use discount code: baby
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