I am very excited to have Emma from Finlay Fox on the blog today. I'm sure you have heard of Emma!!!! She is everywhere at the moment. To be honest, I can't remember how I met Emma but I'm assuming it was at a Mother's Meeting event. But over the years we have had the chance to get to know each other a bit more and support each others businesses. Emma has also been a very big supporter of my kidswear brand girlstalktoboys and now my womenswear brand Kelly Ekardt.
Emma's blog Finlay Fox is the one stop shop for fashion, kids fashion, interiors and lifestyle. She'll keep you up to date with what's new in the mama world and we love her for it.
I had the chance to sit down with her and have a chit chat. Have a read below or watch our chat chit below.
1. TELL ME ABOUT YOURSELF. WHAT IS YOUR BACKGROUND?
I studied Fashion Marketing and Communication at Nottingham Trent University and had a career in Fashion Buying predominantly at Boden over the last 12 years. I’m a mum to 2 kids, Finn (5) and Violet (2) and live in Stokey in London with my husband Liam, a music composer. I set up my blog 2 years ago as a platform to document smaller unisex and indie brands that I found for my kids. I am now a blogger and influencer full time working around my kids! I love fashion, shopping, interiors and food.
2. WHAT SPARKED THE IDEA FOR FINLAY FOX?
Having a son and suddenly spending all my time and money buying him new clothes and discovering cool new indie brands. I didn't like the traditional pink for girls and blue for boys that was around. Also as a platform to share my experiences with motherhood and to set up something that I could work on remotely and flexibly in the future if we move out of London.
3. WHERE DID THE NAME FINLAY FOX COME FROM?
My son! Although his second name isn't Fox but he wants it to be! Stokey has so many urban foxes that I felt it was a nice name fit and different from the traditional ‘mum’ or ‘mummy’ blog name
4. WHERE DO YOU GAIN INSPIRATION FROM WHEN COMING UP WITH NEW IDEAS FOR BLOG POSTS, ETC?
My own personal experiences with the kids and things I have found, love and want to share with people. I read lots of magazines and spend a lot of time online shopping. My focus has switched to me a bit more on the blog - self care and a nice mama wardrobe!
5. DESCRIBE THE FINLAY FOX READER/WOMEN.
They are a style and design conscious parent who appreciate good design, quality and are happy to spend that bit extra on something special and unique. They shop high street and independent and like to travel and have fun!
6. DESCRIBE YOUR STYLE. WHO ARE YOUR FAVOURITE DESIGNERS AT THE MOMENT?
My style is a real mix! I love dresses but my everyday mum wardrobe is normally jeans or dungarees back with a pretty /romantic top. I have always been influenced by vintage and love colour, stripes and print too. My favourite designers if I had the spare money for a new wardrobe are APC, Isabel Marant and Doen.
7. WHO IS YOUR STYLE ICON?
I do love Alexa Chung’s style but also love the colour and fun of Susie Lau (Style Bubble).
8. WHICH KIDS BRANDS ARE YOU LOVING AT THE MOMENT?
Bobo and Mini Rodini are always my favourite but I also currently love Apolina and Knit Planet.
9. IF YOU COULD COLLABORATE WITH ANYONE WHO WOULD THIS BE? WHY?
I would love to collaborate with indie brand Tootsa on kidswear as I love their ethical and unisex ethos. I would also love to collaborate with an iconic high street brand like M&S on something for mums!
10. WHAT IS THE BEST ADVICE YOU HAVE BEEN GIVEN? WHAT ADVICE CAN YOU GIVE TO US?
Stay true to yourself and stay in your own lane. Social media creates a comparison culture and it’s easy to feel anxious and overwhelmed! I would say take a regular digital detox and make sure you are keeping perspective and stick to what you believe in, stay original.
11. IF YOU WEREN’T DOING FINLAY FOX, WHAT WOULD BE YOUR SECOND DREAM JOB?
Something creative like a photographer or stylist! I also love interiors too.
12. WHAT DO YOU WANT US TO KNOW ABOUT FINLAY FOX. WHAT SETS YOU APART FROM OTHER BLOGGERS/INFLUENCERS?
There is such a sea of mum and lifestyle bloggers out there but there is a place for all of us! I would say research and find the one that suits you and your style or has a similar body shape if you like what they buy. I try to be as honest and open about everything from parenting and how hard it is to if I'm being paid to promote or write about something. I would also only ever work with brands that I would endorse and genuinely buy for myself/ family. Finlay Fox is colourful and fun so please check us out!
13. FAVOURITE PLACE TO GO TO IN LONDON BY YOURSELF AND WITH KIDS.
I love The Museum of Childhood in Bethnal Green with kids as it's fun for them and nostalgic for you! I also recently went to the Sylvanian families shop in Highbury and that is awesome!
Child free I would go to the cinema and have a nice dinner at Roka or go for dim sum!
14. ANYTHING YOU ARE WORKING ON AT THE MOMENT? ANY EXCITING NEWS?
I am deliberating on launching a Finlay Fox sweatshirt this year! Watch this space :)
Watch the interview here: