mother+ meets…Amy James and Kate Mawdsley, the co-founders of Finnsøn,
Welcome to Mother+ Meets… our interview series spotlighting women who are building brilliant things while also building a family. These are the stories behind the headlines, from late nights and bold pivots, to the quieter, less visible moments that shape everything.
This week, we meet Amy James and Kate Mawdsley, the co-founders of Finnsøn, the changing bag brand born out of a very simple frustration: neither of them could find a bag that felt like something they'd actually choose to wear. With over 17 years working together as accessories buyers in womenswear behind them, they set out to design bags that didn't announce themselves as baby products, built on recycled materials, responsible manufacturing, and B Corp certification from day one.
We spoke to Amy and Kate about staying true to their values even when it wasn't the cheapest option, why perfection is the enemy of getting started, and the moment one of their sons proudly told a stranger in the park, "that's my mummy's bags."
Tell us a little about what you do and what led you here.
We previously worked together in fashion over 17 years ago and remained friends beyond colleagues, spending most of our careers in womenswear as accessories buyers. We were lucky enough to work with some fantastic brands, travelling the world, developing products and really understanding what women want from the things they use every day.
When we both became mums, we found ourselves asking the same question: why did becoming a parent suddenly mean compromising on style? We couldn't find a changing bag that felt like something we'd actually choose to wear, while still doing everything a parent needs it to do functionally.
That was really the beginning of Finnsøn. We wanted to create bags that combined thoughtful design, practicality and timeless style, but also reflected the values that were becoming increasingly important to us as parents ourselves. Sustainability, responsible sourcing, recycled and lower impact materials and ethical manufacturing weren't an afterthought, they've been part of the brand from day one.
What does a typical day look like for you, if there is such a thing?
No two days are ever the same, which is one of the things we love about running our own business. One minute we're reviewing new product samples, the next we're speaking with retailers, planning a photoshoot or looking at sales data. There are always plenty of emails in between!
We're both quite hands-on and still involved in every part of the business, from product development to customer service. It keeps things interesting, but it also means there's never really a switch-off button. School runs, football practice and family life are woven around meetings and Teams calls, and somehow it all comes together, just! Or not in some cases which we have to be okay with and realistic about.
You weren't trying to reinvent the changing bag. You were questioning why becoming a parent meant compromising on style altogether. Do you think motherhood is finally changing the way brands design for women?
Definitely. Parents today expect more and don't want to lose who they were pre baby! Motherhood doesn't suddenly change your personal style or the things you value. Women shouldn't have to choose between something that's practical and something they genuinely love carrying that makes them feel good and stylish.
We're seeing more brands recognise that parents are looking for products that fit seamlessly into their lives rather than announcing, "I'm a baby product." That's exactly how we approached Finnsøn. We wanted our bags to work long after the nappies have gone, with or without the baby.
How has motherhood shaped how you work or how you define success?
Motherhood has definitely changed our perspective. Success isn't just about sales or growth anymore.
Of course we're ambitious and want Finnsøn to continue growing, but we're equally proud that we've built a business that's ethical, values-led and one we're genuinely proud to put our name to. A business that values purpose and the planet alongside profit and growth. Becoming a certified B Corporation has made us immensely proud of what we do.
It's also made us much better at prioritising. Time is precious when you're juggling children and a business, so you quickly learn what really matters.
What do you wish people understood about building something from scratch?
People often see the finished product but not everything that happens behind the scenes, or how long that takes!
Building a brand is years of decisions, setbacks, learning curves and resilience. There are incredible highs, but there are also moments where you question yourself. It can be really hard, but we're lucky that there are two of us and we have a co-founder, as a lot of women are solopreneurs, which is even harder.
What keeps you going is believing in what you're building. There isn't really an overnight success, just lots of consistency and determination and coffee!
Where do you find your energy, and what drains it?
Our energy comes from seeing people genuinely love what we've created. Reading customer reviews, spotting someone carrying a Finnsøn bag in the wild, or our kids spotting our bags in the wild. I will never forget my 6-year-old son going up to someone in our local park to tell them, "that's my mummy's bags!"
What drains us? Spreadsheets, admin and logistics! Like every small business owner, there are plenty of jobs that aren't glamorous, but they're all part of running a business.
What's one decision that changed everything?
Deciding to stay true to our values from the beginning. Using recycled and low impact materials, investing in responsible manufacturing and becoming a Certified B Corporation all required long-term thinking. None of those decisions were the easiest route or the cheapest, but they've shaped the kind of company Finnsøn has become and the brand we wanted it to be for families. We've never wanted sustainability to be a marketing message; we wanted it to be part of how we operate every day.
Sustainability is no longer a niche conversation, but consumers are also increasingly conscious of cost. How do you think brands can balance beautiful design, responsible production and accessibility in the years ahead?
It's definitely a balancing act, but we don't think consumers should have to choose between style, quality and sustainability. Designing pieces that are timeless or seasonless is important; quality and longevity of the products enable customers to use them year on year, not just for one season. Choosing the right materials, which are lower impact, recycled and free from harmful chemicals, is key in making progress. As brands, we also have a responsibility to keep improving. Whether that's using better materials, reducing waste or being more transparent, progress is what matters.
What does balance mean to you right now?
We're not sure balance exists every day, and we've stopped chasing perfection. Some weeks work takes priority, other weeks our family does. Balance is really about knowing when you need to step back, being present wherever you are and accepting that you can't do everything all at once, even though as mums we are constantly multi-tasking.
And finally, what's one thing you'd tell other women who are trying to do both: raise a family and a business?
Don't wait until everything feels perfect or the right time, because it probably never will. Back yourself, ask for help when you need it and remember that building something meaningful takes time and is a lot of hard work. Definitely celebrate the small wins!
QUICK FIRE ROUND
Current bedside book? Mother of Boys.
Go-to podcast or playlist when you need a boost? How to Fail with Elizabeth Day, and a Best of Stevie Nicks playlist.
Favourite place to eat with kids, and without? With the kids, you can't beat a good local pub, although they love Pizza Pilgrims! Without them, it's got to be Carmel in Queens Park, London, our favourite spot.
A mantra, quote or reminder you come back to? "Done is better than perfect." When you're running a business and raising a family, waiting for perfect usually means never getting started.