Crumb and Play - Creating beautiful spaces for modern families...

What originally inspired you to enter the children's lifestyle and play sector?

Becoming a parent was the real inspiration. Once I had my own children, I noticed a clear gap in the market for high-end, beautifully designed play spaces that catered to both children and parents.

That vision led to The Kids Corner, a space designed to feel intentional, creative and elevated rather than purely functional. As the community grew, Crumb and Play evolved naturally from that idea, bringing together quality food, design and family experiences under one lifestyle-led concept.

Both brands were born from a desire to create family spaces that feel inspiring, thoughtful and beautifully designed, while still being fun and enriching for children.

The Kids Corner has become known for luxury soft play experiences in private homes and events. How did you identify the demand for a more elevated approach?

We identified the demand through both personal experience and client feedback. Many families wanted to bring play into their homes and events in a way that still felt exclusive, luxurious and aesthetically aligned.

A lot of our clients are also very private and, in some cases, we've signed NDAs. Bringing high-end play experiences directly into their homes allows their children to enjoy those experiences in a more personal setting, away from the public eye.

At the time, there was very little in the market that combined high-quality play with a design-led approach. We saw an opportunity to create soft play experiences that were not only engaging for children but also beautifully curated and seamlessly integrated into luxury settings.

Crumb and Play introduces a Dutch-inspired play village concept just outside Lichfield. What attracted you to that European aesthetic?

I've always loved the Scandinavian approach to family spaces because everything feels simple, thoughtful and creative. I was especially drawn to the use of wooden toys, neutral tones and calming environments that encourage children to use their imagination and play more freely.

With Crumb and Play, I wanted to bring that same design-led concept to the Midlands, creating a space that feels stylish, welcoming and community-focused for parents, while remaining engaging and inspiring for children.

Both businesses balance style, experience and practicality in very different environments. How do you maintain the same standards across both brands?

For us, it always comes back to consistency in the experience we create. Whether it's a mobile setup inside a client's home or our permanent space at Crumb and Play, every detail is considered, from the design and styling to the customer experience and overall atmosphere.

Both brands are built around the same values: quality, intentional design and creating spaces that feel welcoming, elevated and memorable for families. Although the environments are different, we approach each experience with the same level of care and attention to detail.

Looking ahead, how do you see the future of luxury family spaces evolving?

I think the future will be all about experience, connection and creating environments that feel beautiful and welcoming for the whole family. Even though so much is moving towards AI and technology-led play, I still love the idea of keeping play simple, allowing children to use their imagination, be creative and enjoy natural, open-ended play.

With both The Kids Corner and Crumb and Play, I want to continue creating thoughtful family experiences that feel inspiring and genuine. I'd also love to keep growing within the children's sector and I do have a product idea sitting in the back of my mind that's waiting to come to life, so watch this space.

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