Q&A: Clare Jay, eenymeeny, Tufnell Park

Tell us a bit about eenymeeny and what you do: eenymeeny is a stylish boutique selling a small but perfectly curated range of children’s toys, clothes, homewares, books and party goods. I source our products from Europe and other parts of the world to bring the very best brands that are out there to my little shop in Tufnell Park.

What is the inspiration behind eenymeeny?: I am, of course, always inspired by my children. With seven children between Tammy (my business partner) and I, I know what kids like, what’s useful and what’s not. Ever mindful of the clutter that having kids can create, I wanted to find products that would look beautiful and be loved for years and not just chucked out after a few months. Also, as a time-pressed mother, I understood the need for a kids’ shop that was easy to shop in. We keep it simple and carefully curate our products to ensure our customers always find what they are looking for.

What is the highlight of running your business?: I’ve met so many talented people through eenymeeny. Many are women and most are working mothers who are constantly inspirational and encouraging. It’s a wonderful network to be in. Despite what people think, we all support each other a great deal. If I didn’t do this any more I’d work for some of the other amazing businesses I know, I love this industry so much.

What’s next for eenymeeny?: We’ve had long-term dreams of creating our own brand of children’s clothes but until then we’ll be constantly on the hunt for new, clever kids’ products and looking forward to the Christmas season.

What are your favourite kids’ shops in London?: I love Molly Meg on Essex Road. We started out at the same time and she was so supportive of us. Her shop is dreamy. I also love the kids’ section at The Conran Shop. They always have great brands and even though I’m in the industry they will always have something I’ve never seen before.

Describe your perfect day in London with your kids: We are a family that likes to mooch. A perfect day for us is always along the South Bank. It’s a place where everyone is happy. We can bring the dog and have lunch somewhere outside by the river, then a bit of skating for Lorcan (14) at the skatepark, the Hayward Gallery for me and Orla (11), and Juno (2) and Kieran can watch the boats going by or do some book shopping at the second-hand book stalls. If we are lucky there will be some great kids’ activities at the Royal Festival Hall. We’ll end the day with the cinema with my big kids.


Photo credit: Clare Jay