EMMA ELIZABETH DESIGNS LTD

What EMMA ELIZABETH DESIGNS LTD does

Emma Elizabeth Designs Ltd is a UK-based, founder-owned boutique e-commerce brand that designs and sells embroidered children's accessories. The company was established by Emma Elizabeth Greaves after she was unable to find desirable and versatile wash bags for her two sons; she designed her own Everyday Bag, which became the founding product. The catalog has since expanded into a coordinated range comprising Everyday Bags (£30), Hooded Bathrobes (£35), Baby Hooded Towels (£18), Bath Towels (£35), Face Cloths (£12) and a Gift Box accessory (£4), all unified by playful embroidery motifs (Pretty Ballerina, Old MacDonald, Roarrr, The Herd, Savannah, Beautiful Bow) and constructed from luxury materials including soft-brushed cotton, organic cotton, Egyptian cotton, and velvet accents.

The underlying "technology" is bespoke artisan embroidery rather than any software or automated production system. Items are hand-finished by skilled artisans with years of embroidery experience, and personalisation is offered as an add-on. The brand operates as a pure direct-to-consumer e-commerce business through its own website (built on Wix), with no physical retail, no marketplace presence, and no third-party resellers. Orders are fulfilled via Royal Mail's tracked service (3–5 business days) with free shipping over £60.

Commercially, the company is a small, family-run, bootstrapped private limited company with 1–10 employees and no external funding, institutional investors, or parent company. It serves two primary segments: UK parents of young children seeking premium bath-time and everyday-use accessories, and gift buyers purchasing for newborns, christenings, and baby showers. Marketing is conducted almost entirely organically through the brand's Instagram (@emmaelizabethdesignsltd) and on-site customer testimonials, with limited collaboration partnerships — notably with illustrator Lucy Claire Dunbar and a charitable tie-in with The Royal British Legion. No AI, APIs, mobile apps, patents, or certifications are associated with the business.

Name

EMMA ELIZABETH DESIGNS LTD

Legal name

Emma Elizabeth Designs Ltd

Website

https://emmaelizabethdesigns.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Emma Elizabeth Designs Ltd is a UK-based, founder-owned boutique e-commerce brand selling artisan-embroidered children's accessories — bags, bathrobes, towels, and face cloths — direct to consumers via its own website, targeting UK parents and gift buyers with personalised, premium cotton products.

Ownership category

akta.pro rank

Product category

Children's Embroidered Accessories

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Nursery & Kids Home Textiles Retail (Crib Bedding, Kids Rugs, Kids Bath Textiles) (CRAIALAH)

akta.pro secondary industry

Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Embroidered children's bags
• Children's bath accessories
• Hooded baby towels
• Personalised children's gifts
• Cotton baby clothing

Headquarters

HQ city

Cirencester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Product Sales: One-time transaction-based sales of children's accessories including bags, bathrobes, towels, and face cloths. Products offered at fixed retail prices with personalisation options available.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Emma Elizabeth Designs sells embroidered children's accessories — including Everyday Bags, Hooded Bathrobes, Baby Hooded Towels, Bath Towels, Face Cloths, and a Gift Box — through its own direct-to-consumer e-commerce website. Products are crafted from luxury materials (soft-brushed cotton, organic cotton, Egyptian cotton, and velvet) with bespoke embroidered motifs and optional personalisation, targeting parents of young children and gift buyers in the United Kingdom.

Product overview

Emma Elizabeth Designs is a boutique children's accessories brand offering a coordinated product range centred on embroidered soft-brushed cotton items for bath time and everyday use. The core portfolio comprises Everyday Bags (the original flagship product), Hooded Bathrobes, Baby Hooded Towels, Bath Towels, and Face Cloths—all featuring playful embroidered motifs with personalisation options. The company also offers a Gift Box accessory. Products share consistent design themes (Pretty Ballerina, Old MacDonald, Roarrr, Savannah, Standing Around, Beautiful Bow) and are designed to be purchased as matching sets. Materials include luxury soft-brushed cotton, organic cotton, Egyptian cotton, and touches of velvet, with embroidery finishing each item.

Differentiator

Problem solved

Functional benefit

Products and services

• Everyday Bags Versatile embroidered bags for keeping children's belongings organized, made from soft-brushed cotton with velvet accents and a water-resistant lining. Available in designs including Pretty Ballerina, Old MacDonald, The Herd, and Standing Around. Priced at £30 each with personalisation available.
• Hooded Bathrobes Super soft hooded bathrobes made from 100% organic cotton with playful embroidered motifs and cute ear details on the hood, designed to keep little ones warm after bath time. Priced at £35 each with personalisation available.
• Baby Hooded Towels Baby-sized hooded towels (75 x 75cm) embroidered with playful motifs on the hood, machine washable and designed to be snuggly for little ones. Priced at £18 each.
• Bath Towels Super soft 100% Egyptian cotton bath towels (140 x 70cm, 700gsm) embroidered with playful motifs and available with personalisation. Priced at £35 each.
• Face Cloths Embroidered face cloths made from 100% cotton (35 x 35cm), finished with playful embroidery designs and intended to ease little ones into bath time. Priced at £12 each with personalisation available.
• Gift Box Sustainable gift box packaging with space for up to three everyday bags, including a personalised card, designed for gifting Emma Elizabeth Designs products. Priced at £4.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Lucy Claire DunbarminorStrategic or Co-development PartnerCollaboration with illustrator Lucy Claire Dunbar for the Toy Soldier Everyday Bag design. The design was created in partnership with the talented artist @lucyclaireillustration.
• The Royal British LegionminorOthersCharitable partnership where a portion of profits from the Toy Soldier Everyday Bag is donated to The Royal British Legion.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Mamas & Papas: Major UK baby and children\'s retailer with broad assortment of nursery, clothing, and bath products. Comparable on UK parent customer and bath/gift categories, but operates as a much larger incumbent with physical retail and wholesale channels.
• The White Company: Established UK premium home and lifestyle brand with a dedicated baby and kids range including towels and robes. Comparable on premium materials and UK gifting market, but operates at much larger scale and broader category scope.
• Boden: UK heritage children\'s clothing brand with a playful, design-led aesthetic and DTC plus retail distribution. Comparable on UK parent demographic, design-driven child motifs, and premium gifting positioning.

Direct peers

• Frugi: UK-based organic children\'s clothing and accessories brand with sustainability-led positioning and DTC plus select retail distribution. Comparable on premium kids\' textile materials, ethical branding, and parent-led target audience.
• My 1st Years: UK-based DTC brand specialising in personalised baby and children\'s gifts including towels, robes, and accessories. Closely comparable on personalisation-led gifting model, DTC-only distribution, and premium price points for the same parent/gift-buyer customer segment.
• JoJo Maman Bébé: UK boutique-style children\'s and maternity retailer offering a broad range of baby and kids textiles, clothing, and gifts. Comparable on UK market presence, design-led positioning, and overlap in children\'s bath and gift categories.
• Trotters: UK boutique children\'s clothing and accessories retailer founded as a family business with playful, premium positioning. Comparable on boutique family-run UK model, premium kids\' accessories, and gifting focus.
• Babymel: UK brand specialising in baby changing bags and wash bags with fashion-led, design-forward positioning. Directly comparable on the Everyday Bag flagship product category and the UK parent demographic.
• Snüz: UK-based baby brand focused on sleep and nursery essentials with design-led, premium positioning. Comparable on UK-market boutique baby brand identity, DTC-led distribution, and parent-targeted premium gifting.
• Mori: Premium DTC baby and kids brand known for soft organic cotton products including towels, sleepwear, and accessories. Comparable on premium organic materials, DTC distribution, and design-forward gifting appeal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/emmaelizabethdesignsltd
• LinkedInlinkedin.com/company/emma-elizabeth

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 EMMA ELIZABETH DESIGNS LTD