MWK talks to… Jessica Green, Co-Founder of Toy Box Club 💝
When did you first have the idea for Toy Box Club and how did this evolve to where you are today?
Sheela and I had children at the same time and we were both horrified by our once beautiful houses becoming awash with plastic, most of which was broken or incomplete. We seemed to spend most of the day clearing up stuff that had largely been unplayed with. I felt like we’d been brainwashed into thinking that it was just part of being a parent.
We set up Toy Box Club in order to give discerning parents the opportunity to provide their children with all the toys, books and puzzles they needed whilst keeping their conscience clear.
When you were growing up, did you always want to be working in this industry?
Yes, sustainability was something my mother always championed; far ahead of her time. Sheela and I always loved the idea of setting up our own company and working together, so when the opportunity arose we jumped at it.
At MWHQ we are inspired by female leaders (particularly as our leaders are two incredible women!) – have you been inspired by past colleagues or leaders?
We have been really inspired by women who have built companies that they are passionate about, whilst maintaining a close and loving relationship with their families. Balancing the two is such a challenge for everyone, and for mothers in particular. I love it when women in business make a point of helping others achieve their ambitions.
What’s your favourite fashion trend for your children?
My daughter Isadora (aged 8) has never been into dresses or skirts but is obsessed with jumpsuits. She has natural style and can get away with some pretty daring outfits.
What’s most important to you when choosing an outfit for yourself, and for your children?
I think it’s important to always go for quality over quantity and support independent labels where you can. Spend money on the things you wear everyday, your hair and skincare, and rent or borrow clothes and accessories for special occasions. Future generations will think we were mad for buying expensive outfits we only wear once or twice.
What is your favourite piece from the MWK platform and what pieces would you choose from the women’s site to match?
I think Dora would fall in love with the Marie Chantal Emmanuel Organza Silk Dress in blue, and I can’t resist a jumpsuit and this Paper London Takana style is gorgeous.
We share your passion for saving the environment. What do you like about the experience of rental and resale fashion and how it can help the current consumer climate?
In the last few years there has already been a significant sea change in the way we view our role in the world. I think people are becoming increasingly aware of wasting money and resources on stuff that they are only going to need for a limited amount of time. The advent of rental fashion is an important part of challenging perceptions of ownership and will also give a wider market more access to beautiful clothes. I feel that we are on the cusp of a brave new world.
What would you say has been the driving force for your success?
When we set up Toy Box Club we realised that we wanted to change the way families think about what they consume; what they need to buy and what they don’t. I feel like it will be a significant moment when the must-have item for a new mother is no longer the latest bugaboo but instead a subscription to Toy Box Club and a My Wardrobe HQ addiction.
What were your favourite outfits as a child?
My mother is half Austrian and on special occasions my sister and I were always dressed in matching traditional Dirndls. I loved them at the time but I’m not sure we could pull off that look these days!
