Meet Joanna Welch (37), founder of Small Stories – a unique collection of timeless, ethically produced, artistically inspired clothing for little ones aged 0-7.

Joanna launched her business in 2018 and has a background in fashion and a love for design. As a new mum, looked forward to a whole new world of children’s clothing to explore. But she found herself struggling to find cool, unique, modern clothes that were also functional and of high quality.

So, she left her job of 15 years as a London fashion buyer to create her own childrenswear label for all the other mums like Joanna, who are looking for something a bit different. She set out to craft a brand that would capture the magic of childhood; the unfettered imagination, the spark of joy, the innate creativity, the passion for adventure, sense of beauty and love of stories.

The result is Small Stories.

Read Joanna’s feature with UKFT Rise below: