Posted on September 22, 2015

Mum in Business – Emma Perry

Mum in Business

Good morning everyone, today I have another lovely Mum in business feature for you. Please welcome Emma from Everywhere Tales to the blog, she’s going to tell you all about herself and her business. I love the idea of Emma’s products and I’m sure you will too! Make sure you follow Everywhere Tales on Twitter and Facebook for more information 🙂

Who are you?

I am Emma Perry and my business partner is Vee Da Palma. We live around the corner from each other in north London and we’ve been friends for ten years. We are both very interested in storytelling and the importance of imaginative play in childhood and that got us thinking… I live with my two daughters (10 & 7), husband and two guinea pigs. Vee has a new baby and lives with her husband and their cat, Sophie.

What do you do?

We are the founders of Everywhere Tales and we make children’s clothes that encourage storytelling and play. Our dresses and dungarees are designed for everyday wear but also have a secret in their front pocket – a story panel with friendly felt characters that folds out like a stage on the child’s lap.


When did you establish your business?

2012, but it’s been a slow grower because we both have part time jobs.

Dress front open

What made you start your own business?

We had this idea of clothes that had stories inside them and kept talking about it. In the end we couldn’t resist going ahead because we thought it was a nice thing that should exist in the world, and lots of our friends and the industry people we talked to thought so too.

Dungarees open

What do you love about working for yourself?

The creativity, taking on things that you didn’t think you were capable of, the people you meet and the amazing help they give you, often simply out of kindness. I also like the fact my daughters can see something tangible about the work environment. The concept of having an idea, making it, then selling it is easy to understand and they love to help out at fairs and markets.

EveryWhere Tales compressed-94

Is there anything you do not like about working for yourself?

Having to do everything yourself, even the stuff you’re not great at or hate! Waking up at three in the morning and thinking “Oh no, I forgot to do THAT”.

EveryWhere Tales compressed-256

Is there anything you would go back and do differently if you could?

There is no point worrying too much about your mistakes afterwards. Every new small business will make some, but the thing is just to keep going if you believe in the idea. We started production in Brazil, but hadn’t reckoned on the difficulty of long-distance communication and the implications of import tax. We’re now making the clothes in a small, family-run production house in Portugal and it would have saved us a lot of time if we had started there. Our new product (available from October) is an apron using the same idea as the clothes. We probably should have started with this as the price point will appeal to a wider range of people.

EveryWhere Tales compressed-46

What advice would you give to a Mum considering starting her own business? 

Do thorough research beforehand so you know what you’re getting into. Talk to people who have set up their own business in the area you plan to launch in. Plan everything on a big board so you can see at a glance what’s next and can reprioritise easily (there are online versions of this like Trello). If it’s a joint business, meet at least weekly and assign tasks to individuals.

Thank you Emma for your time, we wish you both every success with your business 🙂

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  • Reply Clare aka Emmy's Mummy September 28, 2015 at 5:28 pm

    I love the look of these, my daughter’s clothes lack pockets and it annoys me

  • Reply Charly Dove September 28, 2015 at 4:41 pm

    What a brilliant idea to have toys in the pockets, just lovely. Always good to hear about businesses you weren’t aware of previously and how they came about/what they would have done differently.

  • Reply Sarah Bailey September 26, 2015 at 9:24 pm

    What a fantastic sounding idea and so cute! x

  • Reply Kara September 24, 2015 at 7:26 am

    Love this idea – am off to find out more.

  • Reply Bex @ The Mummy Adventure September 23, 2015 at 10:20 pm

    What a genius idea! I love them

  • Reply Fritha Strickland September 23, 2015 at 3:52 pm

    what a cute idea! really sweet clothes anyway but love that they come with that extra something x

  • Reply VaiChin @RamblingThroughParenthood September 23, 2015 at 2:20 pm

    The designs look so pretty. All the best with the business.

  • Reply Phoebe @ Lou Messugo September 23, 2015 at 10:07 am

    Such a fun idea, the clothes look really cute as well as the surprises in the pockets.

  • Reply Jaime oliver September 23, 2015 at 9:20 am

    oh my i had never heard of the brand before but the clothing is genius! i love it .. thanks for sharing x

  • Reply Pinkoddy September 22, 2015 at 10:28 pm

    What a great idea and so nice to hear the advice.

  • Reply Jen aka Muminthemadhouse September 22, 2015 at 3:11 pm

    Oh I love the idea of an apron. It means that as a aunt I could buy it as a gift

  • Reply Mari September 22, 2015 at 2:10 pm

    What a genius idea! That would really help a child learn to play on its own and use its imagination.

  • Reply Laura September 22, 2015 at 11:23 am

    I have just started working for myself too and completely agree!

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