Minifili is a small business with a big passion for beautiful design. It is their belief that your child’s room can be the most exciting part of your home, an extraordinary place that will never go out of fashion. 

Finding beautiful design is difficult. It requires time, knowledge and, above all, love. At minifili, you will find a beautifully curated selection of home décor, toys and accessories for babies and children. Their products are carefully selected from the best brands with focus on quality, creative design and functionality.

Time for an interview with Patricia, the founder. 

Please introduce us to minifili.

minifili is a small business with a big passion for beautiful design. Our online shop offers unique home décor accessories, toys, and gifts for babies and children.

Describe your shop in 5 words.

Creative, Modern, Sophisticated, Colourful, Inspirational.

What Inspired you to open your (online) shop?

I have always loved beautiful design and home décor, but before opening minifili I was working in a completely different industry, as a Managing Consultant for a global IT consulting firm. Put together, love for beautiful design and IT expertise, these two things prompted me to do something different. Many websites rely upon great technology but lack the true love for beautiful design. Others excel at curating products but deliver a terrible customer experience. At minifili, I strive for bringing a uniquely crafted selection of products in a website that is easy and pleasant to use. All of that without losing the exclusivity feel that only a small business can give.

When adding new products / brands to the shop is the environmental aspect something you think of?

Definitely. It is part of our ethos that beauty must work hand in hand with environmental responsibility. We look especially into brands that share this concern for the environment and also the ones who support fair trade communities around the world and use recycled materials in the products they make.

What sparked your interest in kids design?

Being very passionate about home décor, I inevitably got interested in kids design after the birth of my daughter Filippa, who is now 7 years old. I was fascinated by all the brands and designers which create products that are playful and stylish at the same time, accessories and small furniture that can be placed in your living room without spoiling the decoration.

What does your average day look like?

I usually start my day with school run, then back home to fulfil orders in the morning followed by marketing and shop management work on my laptop. I also try to go to the gym in the mornings too a few times during the week as it gives me energy to get through the day!

What do you find most rewarding, and most challenging about your job?

What I find most rewarding is the opportunity to work with creative people and small businesses that are also passionate about what they do and care about every product they make. On a personal note, it is extremely rewarding to be able to adapt my work around my family.

The most challenging part is being a small Internet based business in a world dominated by large online retailers.

What’s in your handbag?

I can’t live without hand cream! And I always carry my mobile, cards and a little diary.

What’s your unique selling point?

We know that finding beautiful design is difficult. At minifili, you will always find a beautifully curated selection products, arranged in a clear manner and in easy to use website. We also bring original décor advice through our “Find Inspiration” electronic magazine, with new articles published every week.

What advice would you give your pre-baby self, that you now know?

Do what you love, and do not be afraid of failure.

Are you superstitious or do you have any rules you live by?

I am not the superstitious kind, but after a while one stops believing in coincidences.  When it comes to rules, at minifili I live by my pre-baby self advice, bring love to everything I do and learn from mistakes.

What are some essentials that every child should have in their bedroom / playroom?

Toy storage is always challenging, so I would say toy storage bags, or boxes, followed by wire wall decorations or colourful prints as they bring life bedroom walls. I also love oversized soft toys which can be the finishing touch to any decoration.

What can we expect next from minifili? Any brands you’d like to add?

We are always looking for creative brands and beautiful products to include in our website. For Autumn/Winter, we plan to bring a more diverse range of gifts and toys.

If one of our readers is in your city, which is, for 24 hours. What things would you recommend they do?

I live in Windsor which is just outside London. I would recommend a visit to Windsor Castle and watching the change of guards, which is always popular with children and also babies! In London, my daughter loves going to the Wonderlab at the Science Museum, which offers interactive science experiences for kids all ages.