A KENDAL mum has opened a new childrenswear shop, stocked to the brim with Instagram famous brands for fashion conscious parents.

Emily-Jane Wallace, 24, is the woman behind The Little Bow on Highgate.

“I was always unhappy with what I was doing before,” she said. “I felt like I didn’t really know what I was supposed to do. But when I got pregnant I realised that being a mum and baby clothes were what I was passionate about.”

Emily-Jane’s daughter, Lilah-Jayne, is now 11 months old but she started running into difficulties with clothes shopping for her before she was born.

“I got pregnant and I didn’t really buy anything until I found out my baby’s gender,” she said. “I kept walking into town and never finding anything different. I think sometimes with a baby you can end up with loads of the same stuff but you keep them in the nice individual pieces and you never really use all the baby grows that you get from the high street shops.”

Equally she found that clothes ordered online often varied wildly in sizing and she was annoyed that she had to go to Manchester to go to a boutique.

“I started finding all these brands that had got famous on Instagram,” she said. “It was the background of them I liked because it was mums in my position who didn’t want to go back to their jobs that they didn’t like and they started designing.”

Emily-Jane said she was keen to stock the shop with ‘affordable’ pieces, knowing how financially difficult being a parent is.

On offer in the shops is baby grows, leggings, romper suits, blankets, bedding, dresses, personalised clothing and shoes.

From September, Emily-Jane said the shop will stock up to age eight in most of the brands.

The shop opened at the end of June and Emily-Jane said that custom had been ‘steady’ which has given her a chance to chat to parents and build relationships.

“It’s daunting and it’s scary,” she said. “And you get so many people asking if you’re doing the right thing but I think you work most of your life you need to be getting up every day not with the attitude of that I can’t be bothered today. It’s important to be happy.”