The Making of Love Roo

Almost a year ago we found a shop on Instagram selling handmade baby shoes which could be customised. We immediately fell in love with them and all the various options available! We even had a part to play in her iconic “Moe the bunny” shoes, following the death of our beloved bunny Moe we requested a pair of shoes in his honour and the bunny shoe was born!

Nandy and I had the privilege of meeting Aimee and her son Rudy, we hit it off right away and have been insta besties ever since!

We were proudly selected as her first ever brand reps (our shoe collection was so vast!). Since we first met Aimee’s business has gone from strength to strength and she now stocks a wide range of products such as hats and nappy clutches. It’s safe to say she is one seriously talented mama!

It was only natural for us to take some time out to talk to Aimee to find out where it all began…


Hi, Tell us your name and a bit about yourself and your family…

Hello! I’m Aimee, owner and creator of Love Roo. 27 years old from Rugby Warwickshire and mummy to my 2 year old Little boy Rudy.

What inspired you to start your insta shop?

Since I can remember I’ve always been creative. Carrying around sketchbooks, colouring and designing. I studied fashion design at Warwickshire college and then onto Birmingham City University where I based my final major project on children’s clothing and accessories.

Straight from University I went into a Job as a garment technologist. My job involved creating size specifications for high street stores including Lipsy, River island and Miss Selfridge, attending their fit meetings, quality checks throughout the factories, all product costings and so on…I enjoyed my job but it lacked the creative side which I loved so much.

I then had my little boy Rudy and it was the perfect time to finally take a shot at opening my own business! He’s the main inspiration behind Love Roo. I now get to do what I absolutely love and I also get to see my little boy grow up. Seeing Love Roo grow so fast in the last 12 months makes me so incredibly proud!

If you had to give one piece of advice to someone thinking of setting up an insta shop / etsy what would it be?

My only advice is to go for it! Have a clear business plan and ensure you have everything in place for when you open.

Who do you feel inspired by on Instagram?

I’m inspired by so many amazing small shops on Instagram! My main inspiration on social media is actually my customers. I love coming up with new ideas with them and turning their ideas into an actual product.

Tell us a little bit more about where you want Love Roo to be in 5 years time?

In 5 years time I hope to be a millionaire…. haha! Ok maybe not! But I really do hope Love Roo is still going strong

What’s your favourite insta purchase and why?

I actually don’t think I have one particular favourite item. I just love shopping small for my little boy.

A few of the amazing shops include:

@primrose_and_bear @essie_and_i @ellaandtheroo @lovebeebaby_ @thecottonbarn

Thanks to Aimee for answering our questions and as a thankyou to her loyal customers and our readers she is offering a 10% discount using code LOVENANDY for 24 hours only!!! 

Rebecca

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