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Small Stories

Joanna Welch is the Creative Director of SMALL STORIES. Her story began when she became a new mother to her son Jack. Jo has a background in fashion and a love of design, so naturally as a new mum, she 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, without the designer price tags.

So Jo left her job of 15 years as a London fashion buyer to create her own children’s-wear label for all those other mums who, like her, 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. A unique collection of timeless, ethically produced, artistically inspired clothing for little ones aged 0-6.

Small Stories' premium, natural fabrics are kind to delicate skin and the planet. The complete range of babygrows, tops, bottoms, dresses and signature knits are produced in specialist factories in Portugal and Turkey.

Fun, inspiring and distinctive, yet comfortable and practical – SMALL STORIES nurtures your child’s innate sense of beauty, creativity and ease. The perfect attire for that great adventure story called childhood!

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