KIDLY’s turning 5 and we're all thinking, 'Where did the time go?' (We know all parents know that feeling...) So, because we’re in a reflective mood - and maybe slightly squiffy on birthday fizz - we nominated five colleagues to share what they love most about being part of Team KIDLY.
“I’m especially excited about the KIDLY Label Toy Range, because toys really are my passion."
Product Development Manager
Ying joined KIDLY in 2020 to oversee the development and manufacturing of KIDLY Label.
"Why do I love my job? Working with designers and factories, seeing 2D concepts become real physical products people can enjoy, developing the KIDLY Label brand - I love everything about it! I’ve always been in product development, mostly in outdoor toys and sports. Anything with a wheel on it - scooters, skateboards - I’ve probably had a hand in producing.
"What I particularly love is seeing how Vic (Tang, KIDLY’s Head of Creative) and her team work, evolving the KIDLY Label collection. The ways it all harmonises together - seemingly so naturally, but knowing how much thought has gone into it - really impresses me. Right now, I’m especially excited about the KIDLY Label Toy Range, because toys really are my passion. We’ve got great products coming out for Christmas: some classic toys, some brilliant new ideas.
"And KIDLY’s such a family business. Even my five-year-old, Fei, is part of the team. She has modelled swimwear, was the star of our 5th birthday campaign and, most recently, appeared in the KIDLY Label Puddle Suit range. I’ve often worked with kids at photoshoots and I wouldn’t have thought she'd be such a natural. But she absolutely loves it!"
“I've loved watching our KIDLY community become friends with each other.”
REBECCA FOWLER, Community Manager
Becca joined KIDLY straight out of university in 2016.
“I started as an intern, but over 5 years my job’s evolved into this amazing role that I never could have imagined for myself. Our community includes our Parent Testers, our KIDLY Book Club, the influencers we work with and the customers who share their #iamkidlys.
"What really stands out for me is what a creative and talented bunch they are. The pictures and content they share is amazing and, if we need help, it's never too much work. We’re so lucky: their helpfulness makes my busy job so much easier!
“Another thing I find really heartwarming is when I see the friendships that have grown between Parent Testers. They live miles and miles apart, but they have this common theme of loving KIDLY, they follow each other on Instagram and ask after each other’s kids. Real, genuine friendships have come about because of what we do - I absolutely adore that.”
“I love working with all parts of the KIDLY business to make sure we build the very best tools for the job.”
NATASHA BATES, Lead Front End Engineer
Tash previously worked at Thomas Cook, ITV and Fortnum & Mason, before joining KIDLY in 2017.
“Without the website we wouldn’t have KIDLY, right? So we have to make sure it works perfectly and seamlessly, with minimal effort, so our customers can use it almost without thinking.
"We’re a small tech team but we’re very collaborative, much more so than most places. I love working with all aspects of the business - retail, finance, content, marketing - to make sure we build the very best tools for the job. If someone has a great new idea, we’ve got the freedom to get it live on the website as soon as possible. For geeks, that’s a whole lot of fun!
“Also, as a mum to Serena, KIDLY as a company reflects my life. If you need to do something for your family, we’re given loads of flexibility. We always talk about the KIDLY family: we’re not just colleagues - it goes beyond that.”
"At KIDLY, it’s personal. It’s a great feeling being able to make such a direct difference to our customers' experience."
EMILY STEVENS-WHITE, Customer Care
Emily is mum to Arthur and Walter and has been part of the Customer Care team since 2019.
"As a mum of two young boys, I know what a beautiful mess daily life can be. Our live chats can be about anything and everything. We’ve usually heard anything you can throw at us a dozen times before. No question is a silly question and more often than not we’ve been there! We’re constantly thinking up ways to make shopping for 0-5s effortless and the best bit is, we’re doing it together with all of our lovely customers and Parent Testers. They ask, we listen.
"At KIDLY, it’s personal. It’s a great feeling being able to make such a direct difference to our customers' experience. Plus, we’re a family. I get to work with the best bunch of people in the world and our entire customer service team really does care. We take personal ownership of our experience with each and every customer. When they take the time to let us know that we’ve amazed them, it’s the best feeling of all."
“I love making stuff that previously would've only been sold in boutique stores available to everybody - and in a really easy-to-shop way.”
HELENE CHALLOT, Head of Retail
Helene has worked in kids' fashion, toys and homewares for more than 20 years and helped build KIDLY from day one.
“We launch new brands and products all the time, so I’m constantly looking for inspiration - it’s not a 9-to-5 job. I’m walking somewhere on a Sunday and see something and go: 'Wow, that’s clever!' Because I’ve been at KIDLY from the beginning, I also get a gut feeling of whether it’s 'us' or not: is it design-led enough, but not too much? Is it contemporary and sustainable? We always have to strike that balance between style and effectiveness.
“I love making stuff that previously would've only been sold in boutique stores available to everybody - and in a really easy-to-shop way - so you can order while holding the baby, or cooking tea, and get it tomorrow. Plus we collaborate with our customers loads, via our community and social media. We often ask them when we’re selecting a range: which colour do you prefer - this one or this one?
And of course developing KIDLY Label is exciting, because it's become such an important part of what KIDLY offers as a store and what makes us different from others. So we've got KIDLY Label, plus loads of wonderful 'big' brands like Janod and Liewood, but we can offer them alongside products from a mumpreneur that used to be one of our Parent Testers and has set up her own little business.
"I think that unique approach is the essence of KIDLY.”