Jamie Oliver's yummy mummy wife Jools launches 'eclectic and affordable' children's clothes range through Mothercare
Little Bird sizes range from newborns to five-year-olds
15:51 GMT, 20 August 2012
Not content to let her foodie husband hog all the limelight, Jools Oliver has launched a business venture of her very own: children's clothes and nursery accessories.
The model and mum-of-four has teamed up with baby-wear retailer Mothercare to create Little Bird, an 'eclectic' collection of classic clothes, toys and bedding suitable for babies and children up to five years old.
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Jamie Oliver's wife Jools, 37, has teamed up with Mothercare to create the Little Bird collection of children's clothes, gifts, bedding and accessories
The collection, which ranges in price
from a 3.50 charm bracelet to a 54.99 quilt, comprises such items as pretty floral and embroidered
dresses, bright button cardigans, wadded gilets, striped unisex blazers,
checked shirts, polo shirts, stonewashed jeans, chinos, decorative
nursery mobiles, colourful bunting, soft doorstops, and bibs.
Jools, 37, has four children with her chef husband Jamie: Poppy Honey Rosie, 10, Daisy Boo Pamela, nine, Petal Blossom Rainbow, three, and Buddy Bear Maurice, two.
Explaining the origins of Little Bird, she said: 'It all began with a nightie embroidered
with a little fawn, worn first by my sisters, then by me and more
recently by all of my four children.
'It has been washed too many times
to count, but still looks just as good as it did on its first outing.
It's no surprise that it came from Mothercare – the store has always
been a much-loved family favourite.'
Jools and Jamie Oliver with their children, from left, Petal Blossom Rainbow, Poppy Honey Rosie, Daisy Boo Pamela and Buddy Bear Maurice Oliver
Little Bird by Jools yellow button cardigan and wadded gilet, both 14-16
The whole Oliver family was first in line when the range launched at Mothercare's Oxford Street branch in central London.
Mrs Oliver said:
'I have such a passion for the design of children's clothes, so to have
this opportunity to work with Mothercare is just amazing.
mother dressed us in Mothercare clothes and I have done the same with
my children, so Mothercare has always been part of my life.
designs combine both quirky and classic style inspired by my childhood
memories. The collection features nostalgic, classic pieces, sprinkled
with unique touches and playful attention to detail.
entire collection has been lovingly put together and accessibly priced
for parents. I cannot wait to see the reaction to it.'
Little Bird by Jools fawn money box, 12, and fabric storage basket, 24.99
Jools and Jamie with their children Poppy, Daisy, Petal and Buddy at the launch of Little Bird for Mothercare
Little Bird by Jools unisex blazer, 25-27, and check shirt, 11-13
Mothercare chief executive Simon Calver said: 'We are delighted to have Jools on board and add the Little Bird collection to our stores. The new product range offers exceptional quality and style at an affordable price, which reflects exactly what our customers tell us they want from Mothercare.'
Through Oliver's new range Mothercare is
attempting to emulate the success of its best-selling collection 'Baby
K', designed by celebrity mum Myleene Klass in 2007.
Klass recently helped Mothercare recently launch its largest store in the UK, a 30,000 square foot site in Edmonton, north London, designed to reflect customer needs.
The branch features a 'mumspace' zone for parents to bond with their toddlers, a 4D ultra-sound scanning studio, the chain's first in-store Costa Coffee, staff equipped with iPads to offer interactive sales experiences with customers and the UK's largest 'buggy park' that allows parents-to-be to
road-test the latest prams and buggies before they buy.
Jools with bags from Mothercare which is exclusively selling her new collection of children's clothes and accessories, Little Bird
Little Bird by Jools jersey rainbow pyjamas, 12, and toadstool bodysuit, hat, bib and bag, 14
Mylene Klass at Mothercare's biggest store yet, in Edmonton