Emma Bianco

Pure Earth Collection

Hi Emma,
Tell us about your business and the type of products you sell?

We re-design every day baby and kids products using fabrics and materials made from plants, not plastics.

So, instead of baby sleeping bags with polyester inside, we make them using a unique bamboo wadding. We make non-toxic play mats using materials from trees, instead of the plastic foam traditionally used. And we make organic baby sensory toys, natural fabric soft toys and organic kids clothing in place of toys made from health- and environment-harming polyester.


What do you love about running your own business and what do you find hard?

I love being passionate about what I do and I love the challenge of creating products in new ways, using alternative and natural materials. I do find it hard having no ‘off-duty’ mode.  Every weekend and even when I’m on holiday I have to be working, keeping a constant eye on emails and social media as a minimum. Two Saturdays ago I really felt the need to totally switch off, so I didn’t check in for 6 hours in the morning – when I did I found that we website had been down over a crucial selling weekend. Had I checked earlier it could have been resolved quicker, so as a business owner there’s a huge responsibility to always be in work-mode.



What kind of BossMum are you?

All our team are amazing mamas working from home. It’s not a requirement, it just happened that way. I always tell the team that their kids come first and work comes second. It’s important to me that they feel they can take a break for a few hours to go to a nativity play or take their child to the Dr at last minute without having to take a day off. They always make up the time at other hours and giving people the flexibility to be there for their kids I hope creates loyalty in both directions. Personally I have set working hours for myself and then put in extra time whenever I can around family life, but when the kids need me I will drop everything and be there for them.

How do you define success?

Happiness and love, both of yourself and those around you.



What surprising lessons have you learned along the way?

That UK ports can hold your goods without your consent and then charge you rent for having stock on their premises!

What’s next for your business?
We’re constantly designing new products behind the scenes. We’d like to expand our reach and our product range considerably over the next few years.
What’s the best advice you’ve ever been given?
Don’t take no for an answer.
What is your favourite Social Media platform and how has it helped in your success? 
I love the community of Instagram, I’ve met so many wonderful people on there who have supported me and the business. I’m always amazed by the kindness of others on the platform.
Who inspires you?

My kids.

Tell us 3 facts about you… 
  1. I’ve travelled to Africa over 50 times
  2. I used to be a part-time cook and I worked briefly as a chef in a restaurant in India
  3. My work background is in private equity and corporate finance
What do you enjoy most about being a part of Mama Tribe?

I love the community and meeting other like-minded business owners.


Thanks for giving us an insight into life behind Pure Earth Collection Emma, we love having you as a Member of the Tribe.

Danni x
Check out Pure Earth Collection in our Brand Directory.

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