Mum-preneur starts up online lifestyle boutique

Dec 14 2009 by Karen Dent, The Journal

A MUM-PRENEUR has swapped the high-powered world of TV and film to start a business inspired by the birth of her daughter.

Laura Rutherford, who was a script editor for Working Title Films on big screen productions including the Ali G Movie, opted for a complete change of career after becoming a mum to baby Bella last year.

She set up Gateshead-based Sweetie Home – an online lifestyle boutique designed for busy people who don’t have time to go looking for home, mother and baby gifts – after her own problems finding presents for friends while coping with the change in lifestyle.

She said: “The pace of modern life means that a lot of people need to juggle a career, housework, family and friends all at once – leaving precious little time for anything else.

“Any parent will tell you that trying to tackle a bustling shopping centre, complete with buggy, bottle and child is no mean feat. In fact, even without the extra distractions of a toddler that has absolutely no interest in scented candles or Beyonce’s latest album, trying to pick that all-important gift for a loved one or friend is really hard.”

She and daughter Bella test everything that the website sells. It includes sections for the home, as well as mothers and young children.

She said: “I discovered and fell in love with internet shopping following the birth of our daughter, it’s so convenient.

“Sweetie Home offers customers a range of gift ideas, to suit a variety of pockets and at a time that is convenient for them – not dictated by normal store opening hours.

“I wanted a website that was like bringing your favourite shop into the comfort of your own home and with it, a fabulous collection of gifts to be loved and cherished.

“When I’m sourcing goods for the site I keep in mind something William Morris once said, ‘Have nothing in your house that you do not know to be useful, or believe to be beautiful’. I know if I can combine the two then I’m on to a winner.”

The business is now dispatching orders overseas as well as to the UK and Ms Rutherford is aiming to become as well-known as a certain ‘yummy mummy’ mail order fashion brand.

“I would love to become the next generation Johnnie Boden,” she said.