Making Life Easier: ShortStitch

If you’re anything like me, you have a seemingly never-ending “to do” list which is often exacerbated by my 16 month old. Some days it feels like I am running at a 100 miles an hour just to stand still; everyone fed, watered, clean (?) clothes on, attending work and nursery on time (ish) and flat still in once piece. Phew. So when I heard about ShortStitch, I had to write and tell you about it. ShortStitch is a children’s personal shopping service designed to make our lives easier and reduce that never-ending list.

Now a personal shopping service sounds expensive, but the great thing about ShortStitch is that the styling, delivery and returns of the product is all free. ShortStitch is the brainchild of husband and wife duo Darina and Chris. Darina has spent the past 10 years as a childrenswear buyer, travelling all over the world sourcing clothing, footwear and accessories. She is the ideal person to style your child’s wardrobe. She has chosen to work with really good quality brands who’s garments have playful designs and real attention to detail. From France there is Emile et Ida, Spain MAA and Denmark Little Remix, these are just a few of my favourites.

So how does it work?

1. You visit shortstitch.com
2. Fill in their nifty questionnaire to find out your child needs. This covers the basics such as age, boy/girl and size, but also styling preferences such as tomboy chic or sports lux.
3. A ShortStitch stylist will call you to discuss your requirements. You can ask for a specific time if needed.
4. ShortStitch sends to you your box of Yay! full of clothes, footwear and accessories, 10 -12 items. In the box you also receive a personalised letter with suggestions of how to put outfits together.
5. Host a fashion show in your own home, and you (or your child!) decide what to keep.
6. Return unwanted product and pay for the bits you keep. Genius.

Now ShortStitch just need to do a service for adults! Darina and Chris are recent parents themselves as baby Arlo is just 6 months old, I caught up with them to find out how they are coping with starting both a new business and a family:

Why did you decide to start ShortStitch?
With buying comes long hours and a lot of travel. Last year I married my very lovely partner Chris and we wanted to start a family right away. I had witnessed how hard it was for Mums working in buying, and so we devised a way to have both a career and a family. Enter ShortStitch. It gives me a great work life balance and I can still work in a field I am very passionate about. Keeping my career going was important to me.

What’s surprised you the most about becoming parents?
Unconditional love and the need for a backyard! We live in Shoreditch, and I was adamant that we would never compromise our way of life because we were having kids. Now I visit friends in Dulwich and Wandsworth and I can’t help but feel a little envious of the quiet roads and green spaces.

How have you found working together?
It has been challenging, but it has actually improved our relationship. We communicate better with each other now. We have very complimentary skills as I come from a creative industry where Chris has a very strong IT background.

What’s the best advice you’ve been given?
Building a brand is not just about what your logo looks like, it’s about your people and your relationship with others. We recognise the importance of nurturing these relationships and rewarding those who help us. We are surrounding ourselves with some very clever people, and that’s important when setting the foundations of a growing business.

What’s been your biggest challenge?
Reaching our customers! It’s very hard to be heard when all the big retailers make so much noise. It’s hard to get noticed by the National papers and glossy magazines. We are really grateful to the lovely blogger Mums that have helped spread the word about ShortStitch. They have great credibility amongst their followers and rightly so. They are experts in their field as they have first hand experience of parenting and it challenges.

How have you picked the companies that you work with?
We work with brands that are as passionate about design, quality and practicality as we are. Our aim is to give our beautiful things that they may not necessarily find themselves.

SnapShot

Tea or Coffee?
Peppermint tea!

Christmas or New year?
Christmas. Family and food. What’s not to love!

Skiing or Beach?
Snowboarding!? I just love the style!

Beard or Clean shaven?
Beard. I live in Shoreditch after all..

John Lewis or Selfridges?
Selfridges for fashion and John Lewis for the home

Mulled wine or Champagne?
Champagne. There is always occasion for a glass of bubbly!

All Photos: Rod Leon