BLAKE WOMAN - EMMA Grant

Emma Grant of children’s brand Binibamba is a soon-to-be Mother of 3 boys. She is our latest Blake Woman. She set up Binibamba 5 years ago after she left her job in buying at Topshop shortly after the arrival of her first child, Otto.

Binibamba has a cult following and has moved into different product offerings since the brands conception, run successful collaborations and is sold in some of the worlds best stores. How did she do it?! She talks about her journey into entrepreneurship, motherhood and her plans for the brands future.

It is a wonderfully inspiring interview as is Emma in person. For anyone setting up a business makes for a great read. We hope you enjoy

Ax

Can you tell us a little about your background and how Binibamba came to be?

I've always loved fashion. Pre kids & setting up BINIBAMBA I worked for over ten years as a Fashion Buyers at TOPSHOP. Straight out of uni, I landed my dream job as a BAA (buyers admin assistant) there & worked my way up to Senior Buyer before going on mat leave to have my firstborn. It was fun - the travel was amazing & it was such a young, exciting place to work, but the next promotion didnt appeal as you became more managerial, overseeing Buyers than actually doing the creative product development that I loved so I knew i wanted to give something of my own a shot! BINIBAMBA was born...

Can you talk us through the design process through to manufacturing to launching a product.

The idea for BINIBAMBA really came about while on mat leave when I realised how useful a sheepskin buggy liner was - not only in making your buggy look that little bit more plush & snuggly, but also I learned of the health benefits of sheepskin for babies (hypoallergenic, allergy busting & naturally thermostatic...sheepskin helps to regulate a baby's body temperature). With our first hero product - the sheepskin Snuggler - and all the subsequent new products we've introduced since launch, the idea for them has always come about because of my own frustration at not being able to find the perfect version or item myself out there for my boys.

With all BINIBAMBA products... our first priority is that they be 100% natural & so you won't find any synthetics or manmade materials within the range. We only use pure 100% merino sheepskin & wool & it's so important to me that there's an element of fun & fashionability to everything we do! Just because you become a Mum doesn't mean you stop loving fashion & I felt that there weren't that many baby brands giving us that fashion fix. BINIBAMBA is about having fun with fashion no matter your age - STARTING OFF, STANDING OUT.

All of our products are developed here in London - some designed by me, some with the help of my super talented designer friends that I worked with over the years & then we use a lovely retired pattern cutter to help develop the shapes & patterns & our small London based factory to produce our designs. I LOVE the creative part of my job & nothing gives me more of a kick than seeing something go from an idea to passing me in the street, or hearing from customers that say how much they love one of our products. It's so special!

Best advice for fellow founders or people starting out on the entrepreneur journey?

Go for it...but go in eyes wide open knowing that it won't be easy & there will be constant challenges thrown your way. Getting a new business off the ground is tough but it's also an amazing ride & has been one of the most rewarding things I have done. BINIBAMBA really is my baby.

Best and worst part of running your own company and best pinch me moment so far of the Binibamba journey?

One of the worst moments that at the time had me in tears, but now makes me realise some things are meant to be was at the very beginning of starting the business. Originally the business was to be called COCOBAMBA. When I went to trademark the company name, I found myself stuck between Chanel (who objected to the use of coco) & Bruce Willis's wife who runs a company of a similar name both objecting to my trademarking the company name. It made quite the sandwich & meant that I had to come up with a total new name - not easy! - but I am so glad as I love BINIBAMBA so much more now & without that rollercoaster we wouldnt have our Binibabes!

The best....I feel so lucky to be had the opportunity to build a business that gives me so much enjoyment while I raise my boys. I am pregnant at the moment with my third - can't quite believe that I will soon be mum to three boys! - but though, at times it feels ALOT, I am so grateful to ultimately be in control of my time & do something that I love so much. A recent feature on BINIBAMBA featuring my family & I in The Sunday Times STYLE Magazine was a real high, but honestly....for me....the best is playing eye spy & spotting BINIBAMBA's in the park or hearing from a customer that's so happy with their BINI.

What does good design mean to you? And describe your aesthetic.

It doesn't need to be all bells & whistles....sometimes the simple things are the best. For me, as with all BINIBAMBA designs & product.. all natural, handmade with love (by amazing skilled crafts(wo)men that are the real talent behind the scenes) & having a little fun with the design along the way are the key elements to good design & a BINIBAMBA.

Best parenting tip or bit of advice you have been given

Not to give to many tips! It can be overwhelming when you're expecting...the bucket loads of advice, the horror stories that people seem to love to tell you & all the rest that gets thrown your way can be overhwhelming, but in my experience motherhood is so personal & also so intuitive. You can read all the books & get all the advice, but just know, you''ll find your own way.

Motherhood - the loaded question. How do you make it work with the work/ life/ motherhood balancing act?

I don't... there's a constant push pull & I think you just try & do your best. I don't think any mother feels like they're nailing it. I certainly could do with some better boundaries... BINIBAMBA seems to find a way to creep in there, but I think it is important to try & protect that time with your children. They're not little for long - so little pep talk to myself here - but putting that phone away, focusing on them, having special one to one time together & getting some good childcare in place so you can divide your time & give both work & family your all I think is key to trying to get get that all elusive balance!

What exciting plans do you have for the future? And where do you see the brand in 5 years time

I am expecting our third baby at the end of the summer. My last one for sure... so I have been really trying to enjoy the pregnancy ride. It's such a special time in your life & I know I will miss my bump once it's gone so I am drinking it all up! For BINIBAMBA...I'm not one for big long term plans but I really hope BINI continues to grow & that in five years we're a bigger company able to offer flexible working to more mamas (our team is made up nearly entirely of Mums!) bringing joy & all the snuggles to Binibabes all over the world. BIG plans await for BINI!

Are there any new categories you want to go into?

Always! I get carried away & have to be reigned in! We have some exciting new collaborations with Selfridges&Co and Browns Focus in the pipeline for AW22 that we can't wait to share - but expect everything we do to be natural. Mother Nature knows best & celebrating the natural plus a heavy dose of fashion & fun are always central to all of our designs.

Favourite designs from the BL collections?

I'm such a huge fan of Blake's beautiful knitwear. For me...it has to be that chuck on, wear forever jumper - the Staithe in Cognac. You just know you'll be living in it for years to come.

Emma was shot at home by our Founder Alice. She is modelling current styles Rose Vest, Esme, Staithe and Nuna available online now

https://binibamba.com