Meet The Founder: Helen at Avery Row
I’m Helen, Founder of Avery Row, a baby and kids textiles brand. I live in Bath with my husband, three gorgeous girls and our cute little cavapoo. I started my career in Finance, living in London and for a short time in New York. I’ve always loved the big city lights! I made a move into Retail operations and lived abroad again in the Netherlands, which was the most wonderful experience.
We lived by the canal, and I even wobbled my way around town on a bike for a while there. I decided to start Avery Row during my maternity leave.
I have always loved interior design and textiles, and wanted the challenge of running my own business. When I first became pregnant, I was amazed by this whole new world of baby products that opened up, seemingly out of nowhere. We quickly accumulated a lot of stuff in our life and home, a lot of which was plastic, coated and brightly coloured and which started to take over the house. Sometimes, when I had the energy, I’d tidy it all behind the sofa at night to give myself a bit of calm. So that’s when I knew that my mission was to design products that would fit in with the home, and be a joy to look at and use.
Now in Bath, and surrounded by beautiful countryside, much of the inspiration behind our Collections comes from my own childhood memories, as well as seeing things now through the eyes of my girls as they grow up. Those simple moments in nature such as collecting conkers, picking fruit from the blackberry bushes, walking along the stunning Cornish shore and collecting shells – these are all memories to be captured.
Best thing about running your brand?
I love having been able to build and shape the company into what it is today. The products we make, the culture of our team, the values that we share. I also love having the flexibility around my children’s school day. I have never missed a nativity or sports day etc and feel very lucky to be able to say that as it’s really not easy having a job and working around a (short) school day!
Hardest thing about running your brand?
I think any business owner would agree that you never really switch off, and never don’t have a to-do list on the go. Sometimes, usually after or during a period of school holidays, I find myself working very late or getting up super early to clear the backlog.
What are you most proud of?
I am really proud of the effort we make to deliver on our sustainability goals. It isn’t ever the easy option to source more environmentally friendly materials or work with sustainably minded suppliers, but it is something that we don’t budget on. Giving new parents an eco-friendly and stylish choice for their new baby essentials is something I am really proud of. I also love hearing from our customers about how much joy our products have brought them, or that we’re their first choice for a baby gift.
Where do you see your brand going? Any upcoming goals?
There are so many things I dream of for Avery Row, we just can’t do them all at once! One thing I’ve learnt over the last few years is not to do too much, too quickly. We are a small team and moving in to new products, markets, geographies takes a lot of work. But that said, we are growing internationally and I definitely see Avery Row having a place in the wider home and not just for kids. Watch this space!
Aside from your brand, how would you describe yourself?
Ambitious, creative and fun! I love to spend time with family, but also really value my female friendships and having that support network. I like to feel like I am always learning, growing and challenging myself – something that has become more possible again now my children are that bit older, the early years are difficult for that. I probably take on too much, and have been known to drop the ball, but that’s never going to change…
What are you doing on a Sunday afternoon?
A long dog walk with family or friends and then home for a delicious Sunday lunch (that has cooked itself) and some time to get organised for the week ahead.
Anything else you’d like to add?
My friend recently sent me an IG post from @readysetparent, which I really appreciated. It read ‘Harvard Study confirms that daughters of working moms are 29% more likely to lead and even earn more than their peers. They also report greater job satisfaction and career success. Here’s why working moms give their kids a lifelong challenge.’