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My name is Joanna Welch and I am the Creative Director of Small Stories. My story begins when I became a new mother to my son Jack. I have a background in fashion and a love of design, so naturally as a new mum, I looked forward to a whole new world of children's clothing to explore. But I found myself struggling to find cool, unique, modern clothes that were also functional and of high quality.

So, I left my job of 15 years as a London fashion buyer to create my own children’s-wear label for all those other mums like me, who are looking for something a bit different. I 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.

Every piece in our collection features exclusive prints that are designed in the UK. At the heart of our distinctive approach is the brush-painted style technique used by our artists, lending a ‘painterly’, textural quality to our fabric and of course, an originality I was striving for.

Our premium, natural fabrics are kind to delicate skin and the planet. Our complete range of babygros, 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!

I hope you like Small Stories as much as I have loved creating it.


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