About Me

With over 13 years of experience in the soft toy industry, I’ve had the privilege of helping ideas grow from initial sketches into beloved products found in homes and stores around the world. My career began at Baker Ross, where I learned how to take a product from concept to completion. I then spent five years freelancing for Jellycat, refining my skills in creating playful, imaginative, and commercially successful designs.

Since then, I’ve collaborated with a wide range of global brands and retailers, including Target, Tommee Tippee, Jellycat, Nook, Harrods, Rainbow Designs, Fuzzy Stars, Baby Mori, Bunnies By The Bay, F.A.O. Schwarz, Toy Topic, Warmies, Wild Republic, O.B. Designs, and Disney. Each project has given me the opportunity to balance creativity with practicality, ensuring designs are not only unique and appealing but also production-ready.

I currently offer two design packages tailored to different levels of support:

• Premium Package – A detailed design concept to production-ready stage, including consultation, sketches, and up to 3 revisions.

• Full Service Package – Everything in the Premium Package, plus ongoing support throughout the manufacturing process. This includes liaising with manufacturers, unlimited email communication, and corrections until your toy is truly ready to launch.

My goal is to make the design process clear, collaborative, and exciting—helping you bring your soft toy vision to life with professional guidance every step of the way.

Please book a call with me for an initial consultation, or drop me an email and tell me a little bit more about how I can help you.