Q & A With Co-Creator Of Babywear Brand ‘hello mum’, Jane Armstrong

by Jan 18, 2019

Ever wondered about setting up your own business? We chat to Jane Armstrong, about working with her mum, what inspired her and what obstacles she’s overcome.

What made you decide to start your business?

I always wanted to run my own business but couldn’t decide what to do. Many years ago Mum wrote a piece of writing titled ‘hello mum’ – I read it and thought it was wonderful. I didn’t at first think about it as a business idea but as time went on I found that ‘hello mum’ was always coming into my mind.

Mum and I spoke about it and as we both wanted to team up and create something together we eventually decided that ‘hello mum’ could become a babywear brand. Babies are beautiful and the ‘hello mum’ letter sends a beautiful message so a beautiful babywear brand was developed and to this day the ‘hello mum’ letter is at the heart of our business.

What is the most important thing about your business?

To become an established, successful brand is of course important to us but feeling confident that our garments are loved by mums and receiving such lovely feedback is what keeps us motivated.

How did your branding evolve?

We talked about teddies, bunnies and all the other animals that appeal to children but as soon as a tortoise became an idea we knew straight away it would be perfect for ‘hello mum’. Our cute and cheeky tortoise is original and appealing and has proved to be popular.

What’s the toughest thing about your job?

Social media has been something I’ve had to get to grips with and its crucial you keep on top of it all. I’ve had help from lovely friends with this.

How do you balance work with play?

Running a business consumes you, it’s completely different to a 9-5 job. Taking time out isn’t always easy but we ensure we take time out to relax when we can.

What do you think the future holds for the baby industry?

Babies make the world go round. They will always need to be loved and clothed and that’s what ‘hello mum’ is all about. How can we fail?

What are you proud of?

Starting up a business isn’t easy and we’re very proud that we’ve given it a go! We are able to work well together as a team admiring each other’s strengths. We’re extremely proud of our branding, the tortoise is very much loved. We are also proud to say that our cotton fabric is ethically sourced and all our garments are manufactured in Britain.

What is the best advice you have ever been given?

That it takes time to build a brand but patience and persistence will pay off in the end.

For more information visit the hello mum website here and follow them on Instaram on @hellomumbabywear.

With thanks to Jane Armstrong.


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About Emily Eaves

Co Founder and Editor at To Work or Play, Emily has been Freelance Copywriting for over 10 years. She is passionate about food, drink, travel, design and finding ways to keep her two children out of trouble.

With a background in Luxury Restaurant and Hotel PR, Emily moved from London to Dorset in 2019. She now spends weekends at the beach and daydreams about her vegetable garden.