Tell us about your family...

I’m a mother of two boys, my eldest is three and a half and my little one is almost seven months. My husband and I have been living in London together for 15 years.

It goes without saying that my babies bring me endless joy. But honestly, I love the way motherhood has changed me and made me respect myself more.

Being a mother is so beautiful but also all-consuming, and it’s so important for us to prioritise ourselves sometimes so that we can recharge. Taking time to look after ourselves is what enables us to show up fully for our children and come back to them softer.

"Once I became a home to somebody, I became so much kinder to myself."

What inspired you to start Fe Fe Fanclub?

I built Fe Fe Fanclub whilst pregnant with my second son. I wanted to create a space that supports mothers and gives them the chance to take an hour or two to feel like themselves again, whilst their little ones are in safe hands and having fun.

After having my first son, I realised there weren’t many choices outside of full-time nursery or having a nanny. It seemed crazy to me that there were no options for ad hoc, short-term childcare that you could use as and when you needed, with no memberships or long-term commitments. That gap is what led me to create Fe Fe Fanclub.

Sometimes parents just need a couple of hours - for self care, to take a meeting, catch up with a friend, go to an appointment or simply take a breather.

How was it starting your own business?

I’ve always been very entrepreneurial. From as early as 15 I was customising clothing and accessories to sell at a local vintage shop. I even had a pasta business a few years ago!

I’ve always been passionate about branding, design, and creating a strong culture and feeling of authenticity in what I do. I’ve worked with some incredible luxury fashion brands throughout my career, directing store design and visual merchandising but I definitely felt a shift once I had children.

So I always knew I wanted to have my own business, but I was searching for my purpose, and now I’ve found it! I feel incredibly proud of the service we provide and the warm, joyful environment we’ve created at FFF. When I see a mother feel supported by us, it genuinely makes me beam with pride.

What makes Fe Fe Fanclub different from other childcare settings?

I’m proud to say that we are the very first of our kind — there is no other service quite like us providing short-term, ad hoc, commitment-free childcare. We’ve essentially created an entirely new category of childcare.

"Many other companies push memberships and minimum hours, but my mission is to remain accessible for anyone who needs us, as much or as little as they like."

Whether you’ve had a rough night with the baby and need to catch your breath, want to have lunch with a friend without your toddler interrupting, or need us once a week so you can fit in a Pilates class. We even have families visiting from other countries who use us a few times a year.

As a business owner I understand that this makes cash flow unpredictable, but I’m determined to always keep the service flexible for families. I think parents need support that fits around their lives better.

How do you manage the juggle?

Phew, I’m not going to lie, it’s definitely a juggle! I’m breastfeeding my little one, so he’s pretty much always with me.

"It’s full on and I wear a lot of hats, but the business has to be my priority right now because I truly believe I’m building something that’s really needed."

Like most founders in the early days, I’m doing a bit of everything. I handle all the design, content, social media, email campaigns, customer service, bookings, events, payroll… pretty much the entire running of the business apart from looking after the children (which my very qualified team do!!).

I try to get things done during nap times, but most of the time I’m working from my phone with my little one in the carrier, or catching up once the kids are in bed in the evening.

The lovely thing is that I do get to use the service myself, and my older one especially LOVES going there to hang out with the team.

What advice would you give to others starting out on their own?

I wish I’d had a heads up on how expensive it would be to get things started. 

The business is completely self-funded, so I spent my life savings, took out loans and maxed out my credit cards to open. It takes a long time to pay that back before you can even think about paying yourself anything.

My advice would be to make sure you completely believe in your idea. There will be so many opportunities to give up. Building something from scratch is incredibly hard and requires huge determination and resilience, so you really have to be ready to fight for it.

"Basically take whatever you budgeted and triple it, then you might be getting closer to reality!"

Sasha's Top BINI Picks - 

I discovered BINIBAMBA when my first son was born in 2022 and ended up buying three Snugglers because I loved them so much. I used them inside the bassinet, in the pram, and as a little play mat when the boys were tiny. They’ve been used daily for both boys and are still in gorgeous condition - amazing!

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I’ve never seen my little one so content in the pram! The Puffmuff is the cosiest thing in the world and honestly wish there was an adult-sized version.

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I very recently discovered these beautiful knits and I’m obsessed. They’re comfy, cosy, chic and so wearable, and the boys look adorable in them too.

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Obviously! Find me a mother who doesn’t love the Buggy Mitts. I’d say about 90% of Fe Fe mums have these attached to their prams.

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