Hi, I’m Fern Morton and I started iOLa + eFFi because every day I witness a glaring gap in the girls’ fashion industry. I have two daughters of my own (and the brand is name after them), and while they love princesses and butterflies, they are also bold adventurers that love building, creating, and exploring. And sadly, there aren’t a lot of clothing options for girls who love these things.
This brand is small family business, is run by me mostly doing all the collection and other creative areas and my husband Owain, who runs the financial aspect of the business.
My genius is “making beautiful things to bring happiness”, I have always been very crafty, sourcing different fabrics to create product for my kids, and always full of ideas of projects I wanted to bring to life whilst being a mum. Always felt I needed to fulfil that side of me, the creative side, is part of who I am.
I have a BA in Fashion Design and a MA in Fashion Business Management from Westminster University in London, years of experience working as a fashion designer, and a very loving and supportive family and a great network of friends and contacts that have allowed us to bring this project from idea to reality.
So, I decided to create this brand in order to channel my passions and fulfil my mission which is “Creating beautiful objects that bring transformation and inspiration to kids”. That is why this brand stands for more than “fashion”, it aims to support your child through their discovery of their passions and brings a small world of big possibilities, because when kids feel great in their clothes, everything is possible.
We work from our flat in Switzerland where we live at the moment due to my husbands’ job, before this we were living in the UK. My husband works full time for a mining company. We also have our super virtual assistant, Irena, giving us support remotely from Serbia, and our products are stored in a warehouse and fulfilment house in Northampton, UK.
We have on board a lot of amazing men but mostly women, who have helped us bring this brand to life in a freelancing basis, they are from all over the world because we believe in working smart not hard. Our fabulous friends Karla and Andreas who have created this fantastic website for us all the way from Austria. Our website copy was done in the USA by Kelly, our prints were brought to life by Valeria in Ukraine, Irina in Russia and myself. Our logo and branding created by Kyle in the UK and our production done in India by Asvika. We’ve had fantastic support from our business coach Nicola Evans and our mentors Kane and Alessia Minkus. And last but not least my personal growth mentor Mahima Klinge.
I always wanted to have a clothing line for girls, since 2006 when I was working as a senior fashion designer for a department store. It all became a real project in April 2018 when I had already my 2 girls Iola and Effi (4 and 1.5 years) and was living in Switzerland, I met my mentors and went through an amazing personal growth process and realised how much I was missing work but also torn by not wanting to leave my kids and go on a full-time job. I always wanted to have my own fashion brand and so this was the perfect moment when it all came together. In July 2018 we started our first production and by February 2019 we were ready for business.
We have some fantastic and varied ranges: T-shirts, polos, hoodies, shorts, skirt, leggings, beanie, drawstring bags, bracelets, hair ties and we plan to bring more products as the brand grows and evolves. We want to be your one-stop shop for most of your clothing needs, and our moto “See it, be it and believe it” goes strong in here, as the more our girls can see girly options for what they love, the more they’ll see it as a reality for them and will bring them up confident about their passions and interests.
TOPS and BOTTOMS come from 1 ½-2y, 2-3y, 3-4y, 4-5y, 5-6y, 6-7y, 8-9y and 10-11 years of age. If you have any doubts in sizes, you can always check our size-guide.
BEANIES come in sizes Small (from 1 ½-2y to 3-4y), Medium (4-5y and 5-6y) and Large (6-7y to 8-9y).
DRAWSTRING BAGS and other accessories come in one size.
Our plan is to have seasonal collections so you can always find something new and exciting in our website. Right now we have mining, space and chemistry collections but we are already working on our next collections, to name a few: skater girl, coding, dinosaurs, pilot, robots, etc.
We also have a soon to come “mummy and me” line where we will have women sizes for some of the items we stock for girls.
We would love to expand our line into bedding, our super bright and bold prints will look fantastic in your girls’ bed. We hope to be able to bring this soon!
WATCH THIS SPACE for more.
All our fabrics and trims are OEKO-TEX® Standard 100, which means they have been tested against banned Azo colourants, formaldehyde, pentachlorophenol, cadmium, nickel, etc, making them safe to use.
Our manufacturer is a member of Sedex. This oversees their performance around labour rights, health & safety, the environment and business ethics.
Also they are a member of ASBCI (Association of Suppliers to the British Clothing Industry); a unique association in that their members represent connections with and knowledge of all the key sectors of the industry.
Our manufacturer is also certified GOTS (GLOBAL ORGANIC TEXTILE STANDARD), which ensures all textile products contain a minimum of 70% organic fibres.
Our commitment to achieving environmental and health & safety goals, goes in line with our values as a company.
This makes sure our manufacturer’s EHS system (Environmental, Health and Safety) drives; compliance with the law, provides a safe working environment, continuously improves their performance and measures their actions against their words. This in turn extends to us.