Interview with Emma Colbeck, Co-founder, Playground

Emma Colbeck is co-founder, with Jess Knowles, of Playground, an environmentally conscious streetwear brand for adults and children. She has 15 years’ experience in media and branding for fashion and lifestyle titles from Hearst Magazines to The Guardian.

Here she discusses what motivated her to start her own business, its values and learning along the way.

What gave you the incentive to start your own business? 

“I wanted to create something I love, for myself, but also to set an example to the children.”

Having my first child broke the cycle of full time work, which gave me the incentive to consider an alternative. The obvious benefit of working for yourself with young children is that you can have the flexibility to be around for them when needed. I started developing ideas and skills that would help me set up my own business, then after my second child was old enough to go to nursery, I went ahead. I had found a business partner with children of a similar age and complementary experience and we were both excited about the idea of Playground.

We felt there was a lack of exciting brands aimed at parents. It was as if once you had children, clothes were meant to be more practical than stylish. Of course, we dressed more casually on the playground than in the office, so this is where the idea of streetwear for parents and children emerged. This is Playground.

I wanted to create something I love, for myself, but also to set an example to the children. It is risky, but possibilities open up when you have your own business. I will really own my achievements, in a way not possible working for someone else. Long term, there is also the possibility to make more money than from the incremental rise of full time work.

What personality traits does starting your own business draw on? 

You need to be decisive and confident in your decision making. I have also found it necessary to wear lots of different hats. You flip between numerous roles within the business all the time. You need to be good at planning and agile enough to work across the roles, from creative, to accounts, to marketing. It is also important to be strategic and have a yearly plan.

Did you feel you had the right skills to set up a business or where did you go to boost them?   

“You need to be decisive and confident in your decision making. ”

My background was in project management where I picked up a lot of the skills necessary to start a business. However, there were many I have had to learn, and am still learning. Before starting my own business, I did a Digital Marketing course at General Assembly (which now I have started my business, feel I need to redo!) and I did a six months hands-on training in Social Media Strategy and Management with Digital Mums. General Assembly specialize in upskilling people in their current roles, or those looking to make career transitions. They focus on skills that are really in demand such as tech, data, design and business. Digital Mums provides career-focused courses in social media management to women on maternity leave, aimed at leading on to more flexible roles.

How important is sustainability to your business? 

“Sustainability is at the core of our business. Every decision we make, we consider sustainability.”

Sustainability is at the core of our business. Every decision we make, we consider sustainability. We only work with organic cotton and are careful with every aspect of the product, even how they are packaged; recycled paper is used in everything from the tissue paper to the mailers and even the tape. All our product materials are as sustainable as the market allows. We do this because it is increasingly important for our customers and as it is the right thing to do, especially with our children in mind. We are looking of ways to tap into reuse as well. All our shipping is carbon neutral. Sustainability is an area we constantly strive to improve within the business. 

What is the next big challenge for Playground?

We have had a fantastic response to our launch in late 2019. It feels like there is a real buzz and we have been thrilled with the press coverage, which includes being featured in The Times, the Evening Standard Magazine and Grazia. The next biggest challenge, however, is converting this brand awareness into increased sales.

To find out more see the Playground website.

Interview conducted by Amy Wevill.

Photography by Buzz White.