WE'RE ALL ABOUT REAL FASHION FOR REAL FAMILIES
ALL ABOUT US
Our founder, Jess Neil, was earning her stripes in fashion buying at retailers like Alex and Alexa and Selfridges in the years before the idea for THE MINI EDIT came about. Back in 2014, when chatting with her mum and our head of finance Beverley, who’s a management accountant by trade, Jess realised how much the industry needed a retail concept which focused on real fashion for kids. She knew that fashion lovers were used to getting gorgeous editorial content, incredible personal service and a really focused edit when shopping for themselves and didn’t think the experience should be any different when they shopped for the kids in their lives.
She was right, the idea stuck and a few years later here we are!
We’ve been on a whirlwind journey since then, launching the site in July 2015, opening our first concession at Fenwick Bond Street in 2017 and dressing the coolest kids on the planet every day since!
Our family and our business have grown beyond recognition in the years that have followed, but our obsession with our brands, our customers and our first baby, The Mini Edit, remains exactly the same!
THE MINI EDIT FAMILY
MEET THE FAMILY
FOUNDER & CEO
Our founder and the mama of the business, Jess looks after our gorgeous customers, alongside buying, marketing, and the creative direction of the brand
Mr Mini Edit, Anton, left his career in property and joined the family firm full time in 2018 - he oversees operations, finance, logistics and baby daddy duties
Management accountant, Nana and all round super woman. Bev gave Jess the confidence, inspiration and investment to turn the original business plan into reality
Scarlet is the soul of our retail business, bringing the brand to life in store whenever and wherever we pop up, looking after our gorgeous customers, and keeping us looking on point
As well as being an incredibly experienced and accomplished PR and brand consultant, Susannah is achingly cool and blooming lovely
Hannah came on board in 2019, she's the queen of organisation and has already managed to whip us into shape mum bossing from her home in Brighton
Intern Izzy joined the crew in 2016, she makes unauthorised annotations on our paperwork, oversees tantrum co-ordination and uses that gorgeous face to brighten up our Insta
Intern Izey is the newest member of the team, he's got a lot to learn, but we keep him around because of that smile, those cheeks, the lashes, and of course the rolls, on rolls on rolls
We've scoured the globe to bring together an edit of the best bits for your kids, because we know you've got all the taste and none of the time!
Jess Neil (Founder)