We recently caught up with Amy Harrad, founder of First Chapter, to talk about the inspiration behind her luxury baby brand, the challenges of launching her first clothing collection, and how Bridge & Stitch helped turn a vision into reality.
First Chapter is a British-born luxury baby lifestyle brand inspired by the magic of childhood memories. Each collection is built around nostalgic moments and meaningful stories, creating beautifully illustrated products designed to celebrate the earliest chapters of childhood.
“When I had my daughter and went on maternity leave, I finally decided it was the right time to pursue something I was truly passionate about.”
The original concept evolved from conversations with her older children about what childhood looked like when she was growing up. Recalling memories of teddy bears’ picnics, trips to the circus and woodland walks sparked the idea of creating collections based on treasured experiences from childhood.
Each First Chapter design tells a story.
“The children wearing the products might not relate to those memories yet, but the people buying them often will. That’s what makes them feel special.”
Moving from insurance into fashion and manufacturing brought a steep learning curve.
“I understood business, but retail and manufacturing were completely new to me. I had no idea where to start with factories, tech packs or product development.”
While sourcing branding, website and marketing support felt relatively straightforward, the manufacturing side of the business proved far more complex. Learning the terminology, development process and technical requirements took time, patience and persistence.
“There are so many processes and technical details that you simply don’t know when you’re starting out.”
The journey from concept to launch took over two years, but Amy believes the experience gave her valuable knowledge that will make future collections much easier to develop.
Bridge & Stitch supported Amy throughout the entire product development journey, helping her navigate an unfamiliar industry with confidence.
“Both Rachael and Jayne have been tremendous throughout the process. There were so many technical details and industry terms that I didn’t understand, and they were always there to guide me through.”
From product development and sourcing to testing and manufacturing support, the Bridge & Stitch team provided the expertise needed to keep the project moving forward.
“The knowledge and expertise have been invaluable. Having someone who understands the process, knows what manufacturers should be doing and can step in when needed made a huge difference.”
With the first four collections now ready to launch, Amy’s immediate focus is on building a strong community around the brand and generating repeat sales.
Looking further ahead, plans include introducing new memory-inspired collections, expanding the product range, and building relationships with independent boutiques and retailers.
Long term, Amy’s ambition is to see First Chapter stocked by some of the UK’s leading department stores.
“The dream would be to see First Chapter in retailers such as John Lewis, Selfridges and Harrods.”
Amy’s advice is simple: do your research and surround yourself with the right people.
“Having experts around you who understand their field is invaluable. It saves time, helps you avoid mistakes and gives you confidence in your decisions.”
She also believes that building a strong brand story is just as important as creating a great product, helping customers connect emotionally with what you’re offering.
Most importantly, she encourages founders not to give up when challenges arise.
“There were plenty of times when I thought about walking away because the process was taking so long. But if you genuinely believe in what you’re creating, keep going. If you have the passion and belief, it will come together.”
Professional. Knowledgeable. Supportive.
The eco changing robe Interview with Anna, founder of Smoc Smoc. Meet founder of ‘Smoc Smoc’, Anna, who used Bridge & Stitch for expertise to source fabrics and UK factories and create tech packs for sampling and production. Back in 2020, Anna recognised the need to streamline her business and increase capacity of production. Bridge &…
Interview with Adam Clayton, Co-founder and CEO of Silversnug We chatted to Adam, co-founder of Silversnug, an electromagnetic field (EMF) blocking baby clothes and blanket brand which exist to protect from and raise awareness of potential health risks from WIFI radiation. Their mantra, keeping babies safe, cosy, and protected has seen the brand occupy a niche…
Interview with Pippa, founder of DUNK Waterproofs We met with the founder of Dunk, Pip, mum of three mud-worshiping kids – Harry, George, and Etta – to learn how Bridge & Stitch helped create her new outdoor waterproof collection for kids, designed for durability, fun, and made in the UK buyers’. How did Dunk come about?…
How did your brand come about? I was a blogger, writer, and speaker on female empowerment and had been wearing reusables for 5 years. I saw a gap in the market for a mainstream product. Most people are unaware of reusable sanitary products as a viable option, but now people are being reached. My main…
Interview with Sabrina, founder of Mooch Loungewear Meet ‘Mooch Loungewear’, a UK made brand for lovers of soft stretchy female leisurewear. Learn how Bridge & Stitch helped founder Sabrina, a marketing expert for Disney, realise her vision for a UK female leisurewear using quality fabrics kinder to the planet and built to last. How did…
Interview with Gavin Ellys, founder of Gelsu Sportswear Meet Gelsu Sportswear! We met with Gelsu sportswear founder Gavin Ellys to learn how he launched his own ethical sportswear brand specialising in stylish high-end quality UK-made garments born, designed, and made in England. The products handled during interview, are of high-quality and the heavy thick hoodie, very snug…
