The Jam Tart’s Start Up Story

Sharing Start Up Stories is one of my favourite features, and this month I have a gem of a new business for you. Creative entrepreneurs Emma and Tom are behind the Instagrammable swoon worthy children’s brand, The Jam Tart. They create custom prints, wall art, stickers and banner kits, helping to create colourful, engaging spaces for children to play, grow and thrive in. Their ever expanding range of products includes flash cards and colouring books.Emma and Tom’s passion for design and typography shine through in this fun and creative business, and I loved chatting with them about how they started and what spurs them on. 

Hello I’m Emma, a ‘creative ‘thinker and do-er’ here at The Jam Tart. I’m a graphic designer who loves sharing good design. I enjoy tea by day and Prosecco by night.

Hello I’m Tom, the other half of The Jam Tart. In-between cups of tea I’ll be found watching some sport with friends, taking in some live music, walking the beaches or ‘tinkling the ivories’.

Tell us a little bit about your business 

The Jam Tart is a graphic-led children’s brand with a passion for designing typographical delights. Our products feature whimsical animal letters that ooze character and charm. We aim to make little (and big) people smile. We feel proud that we’ve had a small hand in creating colourful engaging spaces for children to play, grow and thrive in. We launched Winter 2016, no big party, we just sort of tip-toed in.

Once you had the idea how did you go about turning it into a reality?

I’m a self confessed ‘typ-o-holic’ and since becoming a Mama thought it was time I combined my love for type with the world of children’s design. As a Mama I set about designing colourful and educational interiors for my daughter that were an extension of our contemporary home. These have since grown into The Jam Tart typographical delights for design loving parents everywhere.

What’s been the hardest part of your journey so far and how do you overcome those kinds of hurdles?

Designing comes naturally, but sourcing suppliers has proved exhausting. To date we have built up a collective of uber talented UK based manufacturers, many of which are literally on our doorstep.

I run on black coffee and chocolate biscuits when I’m working, what couldn’t you live without?

We are both share a love for Suki tea, Emma’s loves hers with a crumpet and Tom, a cheese scone. 

I know from running this blog and my own online store that when you’re a primarily online based business you need a strong social media presence, which is your favourite platform and do you have any tips for running it?

We are Instagram addicts. Be honest, be yourself and stay true to your brand.

Emma, has being a parent influenced the way your business works?

If I’d not become a Mama then The Jam Tart probably wouldn’t be here now. Children are wonderful and a constant inspiration, who would have thought there was so much fun to be had with 26 letters and a set of animals, the possibilities are endless, my daughter Orla has taught me that!

What is your favourite part of running your business?

Choosing our working hours, work hard, play hard.

What’s your favourite product?

Emma – I don’t have a specific favourite product as such, but I do love ‘A is for Alligator’, he was the start of wonderful things.

Got any new products or projects in the pipeline?

We are currently woking on extending our archive of typo delights to numbers and colours. And we are working on a clothing collaboration for a baby charity, we’ll keep you posted.

Whether practical or inspirational, what is your top piece advice for anyone out there wanting to take that leap and start their own business?

Only work with those that have great pride in what they do. Stay true to your brand and it will reward you in many ways.


I hope you’ve enjoyed this month’s Start Up Stories feature getting to know Emma and Tom and their gorgeous business. If you’ve got any comments or questions please leave them below or come and have a chat on social media.

Head on over to The Jam Tart and take a look at their products… and get shopping with our discount code!

Use the code EASTER17 for 20% off your order

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Want to read more inspiring Start Up Stories? Just click on the image below 

Start Up Stories a series of interviews with parents that started up there own businesses

morganaThe Jam Tart’s Start Up Story


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