Woman in Work

Aisha Alkhaja, founder of LittleWren.com, has moved back to Dubai and brought her business with her…

Words: Katy Gillett

Emirati mama Aisha Alkhaja initially launched her e-commerce business, LittleWren.com, with her husband in England when she was pregnant. They’d found it hard to source original, high-quality products that inspired them. Fast forward two years later and they’ve successfully created a global company that keeps the whole family in mind, with a focus on mums, dads and gender-neutral items for kids from independent brands. Now she’s bringing all of that back to Dubai, where she sees plenty of opportunity for her business and baby…

Aisha Alkhaja started LittleWren.com in 2016

Q: Why have you decided to move back to the UAE from the UK?

A: We saw many opportunities for us and especially for our son. Dubai is a great place to raise children from an educational and safety perspective. I also see opportunity with regards to Little Wren. Being located in the UAE means our distribution is centralised, as we ship worldwide.

Q: What makes Little Wren different to other e-commerce stores for families?

A: At Little Wren, we stock products that are hand-selected by myself and my family. My son tests the products and if they last through everyday childhood mess, then we stock them. By last, I mean: wash well and remain looking as fresh as the first wear. Our number one focus is on the quality of the products we stock.

The majority of our brands are by independent companies. Quite a few of the brands we stock are made by mummies like me who saw a gap in the market or just wanted something a little different for their children. I love supporting these brands by offering them a global selling platform.

LittleWren.com stocks brands like Aden + Anais

Q: How do you find it juggling business and family responsibilities?

A: Hard! I won’t lie and say it’s easy. I’m very fortunate that my husband is so helpful and very hands-on with Lawrence. That’s the only way both of us are able to balance being parents and running Little Wren.

Q: What advice do you have for other working mamas?

A: You can do it! Don’t listen to anyone who tells you otherwise. We have “mum guilt” and that’s enough without having other people being negative. The trick is to find a balance between being a parent and working. I do most of my work while Lawrence is at nursery and asleep.

Q: What about for mums thinking of starting up their own business?

A: Go for it! Men wouldn’t put off working or starting their own business because they are parents and neither should women. Just find the right balance and ask for help when needed. Start small, work from home, but then – inshallah – growth follows and you can expand how you see fit. Incorporate your kids where possible. If you have an office, for example, add a section for the kids so they can play while you work. Anything is possible, you just have to have foresight.

Q: What’s next for Little Wren?

A: We are planning on having a few events throughout the next year, which is very exciting. We also have more brands joining the Little Wren family, some of which are local brands based in Dubai. We want to add more local brands and possibly collaborate with local designers.

The biggest thing we will be working on is creating the Little Wren collection. It’s still in the early phases, but we’re so excited. Watch this space!