Kirsty Munroe

Director 

The Little One – an online shop that specialises in premature baby products

Premmie Milestone Cards – a set of 36 beautiful milestone cards specifically for premature babies to celebrate the huge milestones they strive so hard to reach

Kirsty Munroe
What her businesses do

We have two businesses actually! The Little One is an online shop that specialises in premature baby products. We have been running this for about 3 years and sells everything from premature baby clothes, to tiny nappies and pacifiers as well as beautiful gifts for mum and bub. Our second business is Premmie Milestone Cards. This is also our very first self made product! Premmie Milestone Cards is a set of 36 beautiful milestone cards specifically for premature babies to celebrate the huge milestones they strive so hard to reach.

Her business journey and how she arrived at the business ideas and started her own businesses

Creating a one stop shop for premature baby products and then our very own self made product was all thanks to my two premature babies! Poppy was born in January 2012 weighing just 1.6kg and I couldn’t find any clothes that fit her. My mum and sister searched and searched and finally found a few pieces but we all thought it was crazy that there was no online stores that had everything for a premmie baby in one place. I had just finished building a new website for Save the Children where I was working at the time and my sister Lizzie had just returned from living in Canada and spent most days in hospital with me, so one day Lizzie (who is also my business partner!) and I were sitting next to Poppy in the Special Care Nursery and we started talking about something we could both do that utilised our marketing skills. We had just been discussing how hard it was to find clothes and then the idea sprung to mind! Then and there we decided to build an online shop that stocked all the important items for a premature baby! Hence The Little One was born. Fast forward to October 2014 and my second premmie baby Essie was born weighing a tiny 1.3kg. Luckily we knew where to find clothes to fit her this time! I began using a set of milestone cards for full term babies and none of the milestones were suited to the milestones Essie was achieving. So a new idea was born! Lizzie and I consulted with over 100 parents of premature babies and even our gorgeous designer Caroline had premmie twins whilst designing our cards! As they are our first self made product we poured our heart and soul in to these cards and what we have created, we believe is a beautiful product that does perfect justice to the huge milestones premmie babies are fighting so hard to achieve.

What she finds most rewarding about having her own businesses

By far the most rewarding thing about having our online shop and Premmie Milestone Cards is receiving messages or tags in gorgeous photos from parents thanking us for helping them to celebrate and document their babies huge milestones. So many people write to us to tell us how the cards have given them hope and something to look forward too when their babies journey has seemed to be full of fear and uncertainty. I can’t tell you how many times I’ve cried tears of joy seeing tiny premmie babies using their ‘I’m a NICU graduate’ card as they leave the hospital to go home with their parents. We feel like we’re on the journey with the parents and we’re so grateful to be part of that.

How she approaches being a mum and an entrepreneur

I am lucky enough to have 2 full days per week when my girls are in daycare so I can focus on the business. It is a huge juggle though and I try to be present with the girls and my husband whenever they are around. But it’s not easy!! My biggest downfall is checking social media too often. I’ve had to learn to set myself boundaries around when I can post, comment and respond to messages.

The biggest challenges she has faced in her business
I am lucky enough to have 2 full days per week when my girls are in daycare so I can focus on the business. It is a huge juggle though and I try to be present with the girls and my husband whenever they are around. But it’s not easy!! My biggest downfall is checking social media too often. I’ve had to learn to set myself boundaries around when I can post, comment and respond to messages.
How she overcame those challenges

Be honest in your answers, be truthful as to what you are doing and why you are doing it. I don’t mean to justify what you do but just be honest as in the end – it makes you happy. Happiness needs no justification.

What do you celebrate as accomplishments in your business?

As it’s my sister and I together in business we do pretty silly things! There are a LOT of high fives and celebration wines. We have both picked something beautiful that we’d like to buy ourselves and when we get to a certain point in the business, we are heading out on a shopping spree together to celebrate!

Advice to mums considering entrepreneurship
Find something you’re passionate about and go for it – the only person that can make you do it is YOU!

Visit Kirsty’s websites &  Follow her on Social Media

Premature Baby Clothes 

Premmie Milestone Cards

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