Hey, I'm Emma.

Love Haidee Founder, mum of a teenager,BIG dreamer.

I have very vivid childhood memories of moments in time with my grandmother Haidee (pronounced "Hay-dee").

She was a talented seamstress, artist and an all-round beautiful soul.

We spent many hours painting t-shirts with 'puff paints' and I class this as my first foray into fashion design. And yes, puff paint is a clear giveaway that I'm a kid of the 80s.

I thank these pockets of creativity for the confidence to turn Love Haidee from a spontaneous spark into an ACTUAL thing.

Something that today lights me up beyond words.

It all started after yet another sleepwear shopping trip in late 2018 with my gorgeous teenage daughter, Ella.

She was 12 at the time. Bright, curious and strong-minded. A typical teenage girl.

We spent hours in our local shopping centre on Sydney's Northern Beaches. Without much luck!

In the spur of the moment, we joked that we should simply create what we couldn't find. A well-intended joke at the time.

But a few family conversations, a lingering idea and many design concepts later, in November 2019 Love Haidee unbelievably delivered what I couldn't find on the market.

The answer to the woes families like mine had been living for far too long.

What we created?

Arguably the world's most comfy and age-appropriate PJs for tween and teen girls.

PJs for when you want to fit in, but you also want to stand out.

PJs for all shapes and sizes.

And I believe my grandmother's encouragement back as a child has something to do with it.

Emma x