Founders of Casey & Cole Emma and Carly

We love Emma and Carly’s story because it is so similar to ours. The sisters decided to create their own brand when they couldn’t find what they were looking for their own kids.  Just like us!

So let us introduce you to Emma and Carly, and their incredibly stylish brand Casey & Cole. By day they are stay at home mums who are raising 6 children between them.

Casey & Cole was formed in 2020 when the duo were unable to find aesthetically pleasing, practical and safe weaning products for their own kids.

Over the last few years Casey & Cole has evolved to include weaning sets that aim to meet parents needs at each stage of the weaning journey. 

Where did the idea come to launch a business together?

We were inspired to create our own brand of weaning products as we could never find items that were practical as well as stylish. We felt we couldn’t be the only ones looking for it. Each dinner time we would sit down to eat dinner as a family and end up serving up the children’s food in plastic bowls that didn’t match and clearing up after they had been thrown on the floor.

When did the business launch and what were you doing before the launch of Casey & Cole?

The business launched in December 2020, we were both at home at the time with young children. Prior to that, we both worked in the city.

Young boy building a telescope from cardboard cut outs

Was there a turning point when you thought ‘yes, now we’re really onto something’?

It’s been a gradual process building our brand and we hope to continue to grow and add more products to our range.

What has been your proudest moment in business?

We featured in Mother & Baby magazine and listed in the Evening Standard as one of the top 10 weaning products.

What advice would you give to other people thinking of starting a business?

Take the chance but just make sure you do your research. And if you believe in the products other parents will too.

Child looking at flowers through a cardboard microscope

You’re both working mums, describe your average day.

No day is average, we have to manage school, pre-school, baby classes, after school clubs, homework, running a house and an online shop.

We both know our strengths and weaknesses so we divide the workload based on that but as we are both parents we understand that children are ill and things come up that need to be prioritised.

We are also queens of multitasking and have held many business meetings at a soft play centre! Sometimes you have to accept that some things just take slightly longer than planned but you get there in the end.

What’s your top tip when it comes to the work life balance?

When we started this business we did it so we could continue to be stay at home parents and not miss the occasions that were important to us – such as school plays.

We make sure we organise our workload around this and we accept that some things just have to wait (normally the house work!).

Artwork showing Claudi & Fin and Build Your Own

What’s your top parenting tip?

No one knows your child better than you so trust your instincts.

And finally, what’s next for you and the business?

We have lots of products that we are planning on launching that not only involve weaning but for pre-schoolers too.


Check out the full Casey & Cole collection via the website.