Who makes up your family?

My husband, high school sweetheart – Alessandro, our son Max Luca (3.5yr), daughter Lola (1yr) and furbaby Staffie Frank.

Describe yourself in three words?




Tell us about you brand?

FJ is an alternative kids’ clothing label, offering great quality pieces that instantly up the style factor on your kids’ wardrobe. It is entirely designed by us – moms – with practicality and comfort being driving factors behind the design process and an emphasis on cool, unisex styles forming the core of the brand. It is an online brand which is available nationally and covers from ages newborn to age 8 as well as a select range of ladies (FJ MAMMAs) and menswear (FJ LADs) items.

Tell us about the inspiration behind your brand?

Our kids. I know it seems a bit cheesy – they are my reason for everything in life in general, but especially when it comes to Flynn Jaxon. They are at the core of every decision I make for the business, both in design (eg if I want a specific item to dress my kids in, I’ll just add it to the range!) as well as in big decisions for the future of the brand and where I want to be in my career as a mom-boss and just as a mom.

Our brand was born out of a noted necessity for cool, monochrome, unisex fashion for kids, made with quality and comfort in mind and FJ has always stayed true to this philosophy. Flynn Jaxon is all about offering stylish options in a mostly neutral colour pallet – often including shades and patterns which are not traditionally used in kidswear.

The biggest lesson you have learnt being a “momtrepreneur”?

Searching for balance. This is a tough one and something we struggle with daily! The demands of running a business, especially an online store which “never sleeps” while still running a household and raising young babies/children is a constant challenge. Especially when you have so few working parts to the business and nobody to “step in” when you or your little ones fall ill or just need a break! Balance is something I am continually working towards and it can be very hard to “switch off” from FJ as I see it as another child of mine and I am so passionate about seeing the brand succeed. Setting boundaries in place, such as having a separate work space within my home and not working in the afternoons most days so that I can focus my attention on my kids have been crucial steps in preventing the dreaded mom-burnout!

Why should one support local?

South Africa is an amazing country with SO much to offer, right on our doorstep. It seems like a no-brainer to support our neighbours rather than go knocking on international borders when we can do it well, with better quality and still manage to uplift our economy at the same time.

What inspires you to get up each morning?

It boils down to the fact that I love what I do. I love every element about FJ – the creative design process to the technical production process and the best bit, dealing with our customers via social media, email or at the markets. Meeting and chatting to the people that make this dream a reality every day by supporting our brand, hearing their positive feedback and getting to meet the beautiful kids that wear our clothing – that is the ultimate gratification for all the hard work behind the scenes.

If you could change one thing in the world for your children what would it be?

I would make everyone see things through a child’s eyes. This is something I am reminded of daily with my kids and I am in awe by how they perceive their surroundings and the people in their lives. If only we would stay as innocent and as pure as we are when we are young, life would be a lot happier and the world would be a much better place.

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