This week’s Friday feature (and our last for 2025!), is the lovely Jay from By Jay. Having turned her hobby into a small business, Jay creates stylish, fun, and unique embroidered pieces for kids. She’s become known for her Milk Carton jumpers, and they’re the perfect example of her playful, personality-filled style.
Let’s get to know more about the creative woman behind the small business…
Ever since I was little I’ve always been creative! I was that kid who loved anything to do with arts and crafts! Sewing was one of my favourite classes at primary school and I think that’s where it all started. I’ve always loved making and creating things with my hands!
Definitely! My mind is always on the go, especially with a four-year-old running around. Embroidering really helps calm my mind and gives me something to focus on. It’s almost relaxing in a funny way, once I get into it I completely switch off from everything else!
Having my little boy was my biggest motivation and inspiration! I’ve always loved shopping for him and now being able to create and embroider clothes for him feels so special. It’s amazing seeing him wear something that I’ve designed and stitched myself!
It actually started out as a hobby, something creative to do instead of doom scrolling in the evenings! Then I thought, why not turn this into a little business! My husband gave me the push I needed and I decided to test the waters on my local road WhatsApp group. I made my first sale that same day! That was the moment I thought, okay, maybe I can really do this!
I think being adaptable and having experience from my first business, my beauty salon, has really helped! I’ve run that since I was 21, renting different spaces around my area, and now I’m setting up from home. It’s taught me so much about managing customers, staying professional, keeping on top of bookings and juggling all the behind-the-scenes stuff that people don’t see! It’s definitely given me the confidence and business sense to build By Jay!
I’d have to say my Milk Carton Jumpers! They really gave my brand its niche and have become such a hit over the last couple of years! I’ve honestly lost count of how many I’ve embroidered now but they’ll always be my favourite. They’re what put my business on the map!
Definitely staying organised! I wear a lot of hats throughout the day, mum, maker, business owner, everything in between, so it can be a real challenge to keep everything running smoothly. I’m learning to plan ahead more and find little systems that make life easier!
In three years I’d love to have a full range of children’s jumpers and T-shirts featuring my signature milk carton design! I’m currently working on getting my website up and running and I’d love to see By Jay stocked in a few more shops! Maybe even expand into matching mum-and-mini styles too!
Some weeks are definitely easier than others! I’ve learned to make the most of my time, even if that means the odd late-night sewing session. Keeping my diary organised (as best I can!) really helps. I also try to remind myself that balance looks different every week. Some days it’s all about my little one and other days it’s about getting through orders. You just make it work!
100% a rollercoaster! There are amazing highs like seeing a celebrity’s little one wearing something you’ve made and then those moments where you’re drowning in thread and wondering how you’ll get it all done! But I wouldn’t change it for the world! Every up and down has taught me something and made By Jay what it is today!
It’s so wonderful when a creative activity (in Jay’s case, sewing and embroidery) starts as a joy during childhood, develops into a hobby that helps your wellbeing, and then naturally transforms into a business you love. It’s clear Jay is passionate about what she creates, and it’s going to be fun to see how her small business continues to grow over time.
If you’d like to see more of Jay’s embroidered kidswear, take a look at her Holly & Co store: holly.co/storefront/by-jay – or for some behind-the-scenes content, head to her Instagram: @by_jay___
Friday Features will now be taking a little break for Christmas and will be back again, with more amazing insight and stories from creative women in the UK, in January. See you then!
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