Suffolk mum’s bespoke clothing ‘side hustle’ takes off

Casper Treby, Selfie Clothing founder Gemma Treby with sons, Casper, left, and Theo Picture: ADAM BL

Casper Treby, Selfie Clothing founder Gemma Treby with sons, Casper, left, and Theo Picture: ADAM BLYTHE - Credit: Archant

A Suffolk mother-of-two who set up a customised children’s clothing brand as a ‘side hustle’ two years ago says the business has made “great strides” with some prestigious bespoke contracts.

Selfie Clothing's superhero cape Picture: ADAM BLYTH

Selfie Clothing's superhero cape Picture: ADAM BLYTH - Credit: Archant

Gemma Treby, of Newmarket, launched Selfie Clothing after trying to come up with a business idea to fit around her family.

Along with husband, John, she is also a director of Cubiqdesign, a design, marketing and PR agency they launched 15 years ago. They have two boys, Theo, eight and Casper, six.

“Selfie is my ‘side hustle’,” she said. “I wanted to step back from a deadline-controlled position and focus on my passion within the kids’ sector. I wanted a job that was flexible, could work around my children and something that they also could be a part of.”

The brand consists of colour-in craft kits for children, focusing on UK-made textile-based items, which come with a set of permanent fabric pens so they can add their own touch of colour.

“Our textiles are made in the UK, especially for us and we hand print the items and package them in our studio,” she said. “We had many ups and downs, primarily based around wanting absolute perfection before we started. To a degree, it would have been easier and cheaper to get our goods manufactured the China, but we wanted to boast a home grown status, and be proud of our products.”

This year, the firm has made “great strides” and produced bespoke ranges for customers such as Center Parcs, the British Transport Museum and Palace House, and is now targeting other visitor destinations, she said.

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“I enjoy seeing the fruits of my efforts. The more effort and time you give a business the more successful it will be,” said Gemma. “If you have the passion and drive for something it will be a success. You just need to be brave enough to take the leap. I always think organic growth, initially, is best, allowing your business to evolve and fine-tune along the way.”

The business now has two full-time staff and already has its Christmas lines in production.

“The kids also get involved. They, alongside their friends, are our models for any photography and video shoots,” she added.

“Seeing it grow, the call from Liberty London was pretty awesome and selling our brand on QVC (a US TV network) was pretty cool too.”