ON THIS DAY in 2019, a Rhyl baby clothing business found itself in the limelight after being featured in British Vogue.
Ellie Jones, then 23, the director of Ickle Peanut Group, expressed her excitement after Vogue approached her to feature the brand’s Mini Royals line in its ‘Darling Buds of May’ feature.
Mini Royals specialised in baby and toddler clothing, focusing on baby firsts, memories, and outfits, with the added option for customers to personalise their baby outfits.
At the time, the company had just launched a 100 per cent organic cotton range, which was proudly made in the UK.
Ellie, a former Rhyl town councillor who stepped down from her role to dedicate herself fully to her business, said: “We were over the moon to receive such brilliant news.
“We were previously featured in the sister magazine Tatler at the start of the year but never thought, being a small brand, that we would make it into Vogue.
“It felt amazing to know all our hard work is being recognised.”
The journey of Ickle Peanut Group began in 2017 when Ellie started the online baby and children’s wear business with her father, Simon Jones.
She added: “I am incredibly proud of my dad for having the idea of being a local T-shirt printer and for pushing me into doing what he knew I could do.
“We started work in a shed and we now have our own unit which has enabled my mum Natalie Jones and my partner Roy Stevens to also come on board and join the family business, which is such a big achievement.”
The company made a strategic decision to work with a UK-based manufacturer, allowing for better input in designs and giving their clothing a luxury feel.
Ellie noted, “We rebranded in October last year and from then it’s been non-stop for us.”
She also acknowledged the support from local customers, saying, “We do see local customers purchase items from us.
"We would like to thank everyone for their support.
“We hope we are an asset to Rhyl.”
The recognition from Vogue marked a significant milestone for the small business, showcasing the potential of local enterprises in the competitive fashion industry.
This article was originally published in the Rhyl Journal on April 16, 2019.
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