It’s hard to believe the children’s brand Indikidual is just 12 months old. Syreeta and her partner Robin achieved overnight success with their organic clothing collection. Syreeta, originally a kids wear buyer went back to work after having Minnie and realized she wanted to do something where she was around for her daughter, now 2 ½ years old, but yet involved her skills and passion (sound familiar?). Not feeling she could give her employer 100% commitment to her full-time job and finding it difficult to balance family life and work, she decided to develop her own line. Syreeta goes on to say that she feels the UK has a long way to go in helping new mums go back to work. As a full-time working mum, it’s tricky to find an employer who understands the constant juggling act mothers must do.
Syreeta used her knowledge in buying and design to create a brand which is simplistic, quirky but not cheesy. Taking inspiration from her partner’s Swedish roots mixed with Syreeta’s Jamaican culture.
What I love about Indikidual is that it looks like nothing on the high street and oozes coolness. It’s a practical children’s collection for 3 months – 7 year olds, with fun prints and wearable styles which you can envision your little munchkin running around in whilst looking stylish.
Indikidual is a family affair which really comes across in the imagery and the product. Syreeta’s partner Robin is the creative eye who assists with the overall look and branding while friends and family muck in with photography and the gorgeous toddlers photographed are family and friend’s children. Syreeta’s daughter Minnie is the perfect face for the brand. Minnie is a confident girl who never wanted to dress in fussy princess dresses so Syreeta wanted to create a collection which suited kids just like Minnie. Minnie loves faces and bananas which dominate many pieces within the collection.
Have a sneak peek at the new Indikidual SP13 collection, available from February 2013.
When I asked Syreeta the best thing about having her own business she simply said “Decisions get made quicker because you are the boss, but the bad side is there is no switch off button” however this is a small price to pay for success as Indikidual is now sold in 65 stores in 22 countries – pretty impressive!
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About the author:
Serena Francis is a mum to one boisterous little boy named Connor who is fast approaching the ripe age of one. Her background in fashion ignited her passion to start jewellery business called Melita Rose while on maternity leave and is available online and in select west London stores. Although lately she finds herself trading in her handbag for a cool nappy bag. If you’re a new indie designer, please get in touch with Serena on email@example.com