In our Mini Mini Interview series, we sit down with inspiring founders in the children’s space to talk about the journey behind their brands, their experiences as parents, and what keeps them motivated.
Today, we chat with Helen Wetz, the visionary behind Avery Row, to discuss everything from childhood inspirations to her top tips for balancing work and family life.
Can you tell us about the inspiration behind Avery Row?
When I first became pregnant, I was amazed by this whole new world of baby products that opened up, seemingly out of nowhere. We quickly accumulated a lot of stuff in our life and home, a lot of which was plastic, coated and brightly coloured and which started to take over the house. Sometimes, when I had the energy, I’d tidy it all behind the sofa at night to give myself a bit of calm. So that’s when I decided to start Avery Row, to try and design products that would fit in with the home, and be a joy to look at and use.
How has becoming a parent influenced your approach to business?
Becoming a parent definitely changed my priorities, but I was determined to still have a career as well as a family. Not having to only worry about yourself makes a huge difference on how you approach things and there are compromises now on how much I can get done in a day because I have to leave at a certain time. The benefit of that, is I think I’m very reasonable with the people who work for me. I understand that life happens, and sometimes things can be hard to do outside of work hours. Since COVID, I think we’ve all realised that flexibility can work, but you have to build trust in the team around you, which of course is easier when you’re a small team like we are.
What do you think sets Avery Row apart from the rest?
The concepts behind our print collections are inspired by nature and the nostalgia of childhood. I grew up in the countryside and have fond memories of the smells and sights of simple wonders like a picnic in the fields, collecting conkers or making daisy chains. A lot of thought and feeling goes in to the early concepting of a collection to bring these memories to life with an authenticity that we hope resonates with our customers.
We are also extremely driven to consider and reduce our environmental impact. We are very fussy about the materials we use (organic, recycled for example) and the family-run factories that we work with. Our main factory in India now generates all of it’s own electricity via solar panels.
How do you manage the balance between work and family life?
It’s so hard isn’t it and I’m not sure I’m necessarily the best example. I try really hard not to disappoint my kids by “always working” when they’re around and just try to separate that time so that I am available to them when we’re all home at the end of the day. I also try to involve them in Avery Row – I always show them the latest designs in development, get them to vote for their favourites, bring home samples, take them to the office etc. My eldest daughter has started asking if she can manage our TikTok account but she’s not quite old enough for that, and she’s not allowed TikTok yet.
There is a lot to juggle but the good thing is that most mums are in the same boat and we all lean in and help each other out, sharing lifts and childcare if we need to. I know my children won’t be at home forever and I want to enjoy it all. I never want to look back and say I wasn’t present.
What is your proudest moment since launching Avery Row?
I think launching in prestigious retailers such as Fortnum and Mason and John Lewis has been a huge boost for us. John Lewis is such a trusted name for so many couples embarking on their parent journey and to be a part of that is really exciting.
What trends do you see emerging in the children’s market, and how do you stay ahead of them?
Children’s rooms are often where parents can let loose – it doesn’t really affect the rest of the house and can be loads of fun (if your child is up for it!). So we find anything can go. Generally, the trend of Scandinavian colours, white or natural wood has been strong for a while and suits the baby space so well as these colours are very calm and muted. We are seeing the maximalism trend coming through in to children’s space now though, which is really exciting. Use of bold stripes, and patterns such as checkerboard, frills and scalloping (still going strong), brighter colours are all around. At Avery Row, we like to give a nod to these trends in a way that suits our customer.
Do you have a favourite product or collection that you’ve launched with Avery Row?
I absolutely adore our Christmas collection which is a big hit every year. It is such a time for traditions in our house, and I really wanted to create some investment pieces which parents could bring out year after year. Our refillable advent calendars are always a bestseller, and allow you to adapt every year to suit your child and their stage and tastes. I just got really fed up with the wall of cardboard boxes that would line the kitchen worktop each year, and ultimately be full of junk that would be thrown away soon after.
What’s the best piece of advice you’ve received in your entrepreneurial journey?
My dad, who sits on our Board and supports me with advice, is always saying “it’s much easier to spend it than earn it” and he’s so right. I keep this in my mind a lot and it keeps me focussed on not getting carried away with all the new products I want to launch.
Finally, how do you unwind after a busy day of running a business and being a parent?
I love to cuddle up with the family and watch a show or movie together. We recently all enjoyed Race Across the World which was based in Asia and I could show the girls where I visit our factories in India. It makes them excited to travel the world and I love that. If it’s not home with the family, I love a girl’s night out!
Other than that, I’ve recently got back in to running again and find sometimes I get home and just really need to stretch my legs after sitting at my desk all day and really enjoy the mental health break that a run brings.
