Just Be Mindfulness

What Just Be Mindfulness does

Just Be Mindfulness Ltd is a founder-operated private limited company registered in England and Wales (company number 12220161), based in Great Ayton, North Yorkshire, UK. It was founded in 2020 by Sarah Ann Grainge, a former corporate sales professional who built the business following her own recovery from anxiety and depression using mindfulness and crafting. The company combines a handmade artisanal product line — built around the proprietary Positivity Pets character universe of 11 distinct figures each tied to a specific mindful power (Caring, Calm, Resilience, Happiness, Kindness, etc.) — with a set of in-person mindfulness and life-coaching services. Products are entirely handcrafted from polymer clay, resin and cardboard, with hand-drawn illustrations for children's books; there is no digital technology platform, app, or AI component.

The product catalogue spans Positivity Pets plushies and pocket pals, sensory stones, worry stones, scented sensory dough, mindfulness gift boxes, mindful miniatures (food, tea sets), Bedtime Buddies plush companions, and authored children's story books published on Amazon. The service line covers one-to-one life coaching (work-life balance, career change, stress and anxiety), 1-2 hour corporate workplace workshops, school programmes aligned to Key Stage 1 and 2 (Teach the Teacher, exam stress busters, detention replacement), 6-week parent-child community sessions, and weekly community mindfulness sessions in Great Ayton.

The business makes money through three streams: (1) one-time product sales via own Shopify storefront, Etsy marketplace and Amazon publishing; (2) professional-services revenue from one-to-one coaching sessions, gated by a free 30-minute phone consultation; and (3) workshop fees from corporate, school and community clients booked via direct email and phone outreach. The founder operates the business alongside a full-time job, meaning capacity is structurally constrained. The company is bootstrapped with no institutional investment, holds no patents, and has no disclosed enterprise customers, partnerships or awards.

Name

Just Be Mindfulness

Legal name

Just Be Mindfulness Ltd

Website

https://justbemindfulness.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Just Be Mindfulness Ltd is a founder-operated UK handmade wellness business combining artisanal mindfulness products (Positivity Pets character line, sensory tools, children's books) with in-person life-coaching, school and corporate mindfulness workshops for individuals, families, schools and businesses.

Ownership category

akta.pro rank

Product category

Mindfulness and Wellness Services

NAICS

Other Health and Personal Care Retailers (45619)

SIC

Dolls & Stuffed Toys (3942)

akta.pro primary industry

Guided Meditation Instruction (1:1 & Group) (HSADAJAA)

akta.pro secondary industries

Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB), Meditation Retreats, Workshops & Immersive Programs (HSADAJAF), Mindfulness, Meditation & Stress Management Education (EDAAAHAD)

Keywords

• Mindfulness education services
• Handmade wellness products
• Life coaching sessions
• Children mindfulness workshops
• Corporate wellbeing workshops

Headquarters

HQ city

Great Habton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Product Sales: Sale of handmade mindfulness products including Positivity Pets plushies, pocket pals, miniature accessories, sensory stones, worry stones, sensory dough, gift boxes, and children's books. Products sold through Etsy shop and Shopify storefront.
2. Life Coaching Sessions: One-on-one life coaching sessions offered to adults and teens. Free half-hour phone consultation followed by paid sessions. Topics include work-life balance, career change, stress management, and personal goal setting.
3. Workshop Services: Paid workshops for corporate clients, schools, and community groups. Includes mindfulness sessions, team meetings with guided relaxation, breathing exercises, and wellbeing coaching. 1-2 hour workplace workshops and 6-week parent-child programs.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Just Be Mindfulness sells handmade mindfulness products including the Positivity Pets character line (pocket pals, plushies, story books), sensory stones, worry stones, scented sensory dough, mindful miniatures, and gift boxes, distributed through its Shopify store, Etsy shop, and Amazon. It also provides mindfulness and life coaching services, school and corporate workshops, and weekly community sessions delivered by the founder.

Product overview

Just Be Mindfulness is a handmade craft and mindfulness education business offering a portfolio of products and services. The core products include Positivity Pets (11 collectible characters available as Pocket Pals, plushies, and story books) and handmade mindfulness gifts such as Sensory Stones, Worry Stones, Scented Sensory Dough, and Mindfulness Gift Boxes. The company also creates Mindful Miniatures from polymer clay, resin, and cardboard. Services span mindfulness education for children (6-week sessions, school workshops, exam stress busters), adults and teens (weekly sessions, wellbeing workshops, one-to-one coaching), corporate workshops, and life coaching. The company operates under the trading name 'The Little Positivity Shop' at events. Products are sold through the company's Shopify store, Etsy shop, and Amazon for books.

Differentiator

Problem solved

Functional benefit

Brands

• Positivity Pets: Character-based mindfulness product line for children featuring 11 pocket pals with unique mindful powers, plushies, books, and miniature accessories. Each character lives on Mind Island and battles Negative Nasties representing negative thoughts.

Products and services

• Positivity Pets A collection of 11 pocket-sized characters (Candy, Camo, Galaxy, Glow, Mermaid, Ocean, Rainbow, Sunshine, Teal, Unicorn, and one additional character) each representing a mindful power such as Caring, Resilience, Calm, Happiness, and Kindness. Available as Pocket Pals in matchbox beds, plushies, and characters in story books. Targeted at children and families.
• Mindfulness Gift Boxes Handmade gift boxes designed to introduce mindfulness practices, containing various mindfulness-themed items and accessories. Sold as ready-made gifts.
• Sensory Stones and Worry Stones Handmade sensory stones designed as alternatives to plastic fidget toys, and polished worry stones for mindfulness and anxiety relief.
• Bedtime Buddies Soft plush companions designed for bedtime comfort, sleepovers, hospital stays, and general cuddling to support children's emotional wellbeing.
• Children's Story Books (Positivity Pets / Mind Island) Story books featuring Positivity Pets characters, authored and illustrated by the founder. Stories introduce mindfulness techniques and cover topics aligned with UK Key Stage 1 and 2 curriculum, including friendships and relationships.
• Mindful Miniatures Handmade miniature accessories crafted from polymer clay, resin, and cardboard. Includes miniature food items, tea sets, and themed miniature collections for creative play and mindfulness through crafting.
• Scented Sensory Dough Handmade scented sensory dough for tactile mindfulness and creative play, designed as an alternative to plastic fidget toys.
• Mindfulness Sessions for Children Services including 6-week parent-child sessions with mindful crafting, school workshops, exam stress busters, and classroom or club group sessions for children.
• Mindfulness Sessions for Adults and Teens Weekly community sessions, club group sessions, wellbeing workshops, stress and anxiety relief techniques, and one-to-one coaching sessions for adults and teens.
• Corporate Mindfulness Workshops 1–2 hour workplace workshops covering introduction to mindfulness, guided relaxation, breathing exercises, and wellbeing coaching for team meetings and corporate groups.
• School Mindfulness Programmes Educational programmes including Teach the Teacher, exam stress buster sessions, replacing detention with mindfulness, and class sessions aligned with UK Key Stage 1 and 2 primary school curriculum.
• Life Coaching Services One-to-one coaching sessions covering work-life balance, career change, stress and anxiety management, vision boards, and personalized plans. Includes a free half-hour phone consultation to acquire clients.

Quantifiable outcome

• Mindfulness practice can reduce stress, control anxiety, improve concentration, improve sleep, enhance self-awareness, help control pain, reduce blood pressure, and improve general wellbeing

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mood Bears: UK-based plush toy brand designed to help children express and manage emotions. Directly comparable because it sells emotionally-themed plushies and books to the same primary school and parent-child segment as Just Be Mindfulness's Positivity Pets.
• Barefoot Coaching: UK-based coaching and personal development training provider. Comparable as a UK life-coaching and personal development brand reaching similar adult/teen audiences via workshops and 1:1 coaching, though at a more established scale.
• Smiling Mind: Australian mindfulness app with a strong focus on children, families, and schools — directly overlapping with Just Be Mindfulness's children-and-families and school curriculum segments, including classroom mindfulness programmes.
• WorryWoo Monsters: Emotional wellness plush and storybook brand that uses characters to help children address emotional challenges. Comparable character-driven approach to Just Be Mindfulness's Positivity Pets, with overlapping children's wellbeing positioning.

Broad incumbents

• Calm: Leading meditation and sleep app with corporate wellness arm (Calm Business). Directly comparable because it targets the same adult and family mindfulness use cases that Just Be Mindfulness addresses through workshops and 1:1 coaching.
• Headspace: Global mindfulness and meditation platform offering guided sessions, courses, and corporate wellness programs. Competes for the same consumer and corporate-wellness spend that Just Be Mindfulness targets, but at massive scale and via a digital subscription model.
• Insight Timer: Large free meditation and mindfulness platform with a vast teacher community. Competes with Just Be Mindfulness for adult and teen guided meditation audiences and enables online teaching that a sole UK practitioner could leverage.

Emerging players

• Happy Little Minds: UK children's mindfulness and wellbeing education provider offering school workshops, teacher training, and family resources. Closest direct peer in the UK school mindfulness workshop segment that Just Be Mindfulness targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCD1QMeEbdzLbxu6m18f940w
• Facebookfacebook.com/greataytonnorthyorkshire
• Instagraminstagram.com/JustBe
• LinkedInlinkedin.com/company/just-be-mindfulness-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Just Be Mindfulness