In our 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 Meredithe Stuart-Smith, the visionary behind upmarket party supplies and lifestyle brand Meri Meri, which celebrates its 40th birthday this year. From her key inspirations to her top tips for keeping the business relevant, Meredithe shares her insights.
Can you tell us about the inspiration behind Meri Meri and what led you to start it?
I started Meri Meri because I wanted to have a business that allowed me to pick my kids up from school – something that could fit around my life. What began as a small operation quickly grew into a team of about 70 San Francisco-based mothers, all crafting cards from home. They worked around family commitments while I ran things from my basement. There was a big gap in the children’s party market for more inspiring and well-designed products, and I knew we could fill that niche.
How has becoming a parent and then grandparent influenced your approach to business, especially in the children’s space?
Parenthood has been central to everything I do. Having children of my own taught me the importance of creating joyful, memorable experiences for families, and that’s exactly what we strive to do at Meri Meri. Being a grandparent only amplified that – it’s a wonderful feeling to see the next generation enjoying magical moments we’ve worked to create.
What do you think sets Meri Meri apart from the rest?
Innovation has always been at the heart of Meri Meri. From the very beginning, we’ve been ahead of the curve – whether that’s introducing iconic honeycomb paper garlands, stylish reusable partyware or collaborating with high-end brands to create exquisite products. We’re constantly evolving and staying one step ahead of the competition, which is why we are a favourite with party planners and stylists as well as parents.
What is your proudest moment since launching Meri Meri in 1985?
One of my proudest moments came when we created the first Cupcake Kits in 2008. It was around the time of my son’s 7th birthday. From that moment, there was a quick way to make cupcakes look instantly beautiful. To date, we’ve sold over 50,000 Cupcake Kits, which is a thrilling milestone.
What trends do you see emerging in the children’s market, and how do you stay ahead of them?
Big parties have made a major comeback, and they’re more important than ever. The desire for connection in the last few years has boosted the need for celebrations, and we’ve responded by providing products that bring families and friends together.
We’ve also noticed that our customers want stylish reusable partyware, so this is an area we have been expanding with things like fabric garlands, bamboo fibre-mix plates and durable trays and coasters. We also embrace technology, which is key to staying relevant. We recently launched some customisable invitations which can be printed or sent digitally.
Do you have a favourite product or collection that you’ve launched recently? What makes it special?
I love our new collaboration with British department store, Liberty! It’s a beautiful blend of our fun, joyful spirit and Liberty’s iconic print heritage. The collection includes reusable tableware like trays and placemats, along with the prettiest decor. It’s an extra special collection because both brands are celebrating milestones – Meri Meri is turning 40, and Liberty is celebrating 150 years! It’s an honour to be a part of that.
What’s the best piece of advice you’ve received on your entrepreneurial journey?
The best advice I’ve received was to always be ready to adapt to market changes. When the internet started disrupting traditional markets in the early 2000s, I knew we had to diversify. That’s when we transitioned from handmade cards into children’s party products, which became a huge success for us. Embracing change is key.
Finally, how do you unwind after a busy day of running a business?
Reading is one of my greatest pleasures. I’m currently enjoying A Thousand Feasts by Nigel Slater – it’s a wonderful memoir about how to find joy in food, travel and gardening. The perfect way to switch off.
Find out more and shop online at merimeri.co.uk.
Plus, don’t miss Meri Meri’s exciting new Notting Hill pop-up shop, opening at 19 Kensington Park Road, W11 2EU, this September.
Follow us on Instagram at @merimeriparty to keep up-to-date with the latest launches and details of the pop-up.
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