Smalls is the brainchild of art director Catriona Pharo and marketing consultant Emma- Jane Adam, both New Zealand-born mothers-of-three, who fell in love with merino baby wear.
Smalls Co-Founder, Emma-Jane Adam, explains:

“Wool is an inherent part of growing up in New Zealand, Mum dressed me in her home knitted woolly wonders. When my own children were babies, she sweetly posted them lots of woolly goodies. It was during this time that I realised the magical powers of merino wool. Wrapped up snug in merino, my kids stayed warm in the cold British winters and cool in summer or indoors, they simply didn’t get as over-heated as they did in cotton or polyester. Once our children started to grow out of babywear, we were both frustrated that there wasn’t anything suitable available in the UK, and Smalls has blossomed from there.”