Yellow Lolly is a London-based online children's clothing boutique founded in 2007 by Claire, with Ellie joining as co-founder in 2011. The shop was built on the idea that kids' clothes should be stylish, well-made, and worth handing down – quality that gets worn, loved, and worn again. Stocking a carefully chosen mix of independent and designer labels from across Britain and Europe, Yellow Lolly brought together fashion-forward pieces for babies, toddlers, and children up to around nine years old. Its newsletter kept parents up to date with new arrivals, seasonal must-haves, and first-come savings on sustainable kids' fashion.
Rather than carrying mass-market lines, Yellow Lolly sourced from a hand-picked roster of independent designers from multiple countries. British labels such as Beau Loves and Indikidual sat alongside Scandinavian favourites including Mini Rodini (Sweden), Molo and AlbaBaby (Denmark), and Papu (Finland). Spanish and Portuguese labels – Bobo Choses, Nadadelazos, and Wolf and Rita – added colour and distinctive print work to the range. Emerging names like Milk & Biscuits, Picnik Barcelona, and Huxbaby completed the edit, giving parents access to brands rarely found on the high street.
The shop covered the full wardrobe for babies from three months through to children of around nine years. Categories spanned:
Parents could browse by age group, season, or style, making it straightforward to find the right piece quickly.
Yellow Lolly positioned itself as a champion of sustainable children's fashion at a time when eco-credentials were still rare in the kidswear market. The founders – both parents themselves – selected brands that used quality construction and responsible materials, and they offered practical advice on garment care to extend the life of every piece. The aim was clothing that could be passed from one child to the next rather than thrown away after a single season.
Yellow Lolly was founded in 2007 by Claire, a London-based parent. Co-founder Ellie joined the business in 2011. The shop operated as an online boutique specialising in curated designer kidswear from Britain and across Europe.
Yellow Lolly is no longer actively trading. The yellowlolly.com domain no longer carries the original shop. This Catalink page is an archived record of the brand and its newsletter offering from when it was operational.
Yellow Lolly stocked clothes for babies from three months old through to children of approximately nine years old, covering newborn, infant, toddler, and older child sizes.
The shop carried labels including Mini Rodini, Bobo Choses, Molo, AlbaBaby, Papu, Beau Loves, Indikidual, Wolf and Rita, Nadadelazos, and several emerging independent names. The selection was refreshed each season.
Yes. Sustainability was a core part of the Yellow Lolly offer. The founders chose brands known for quality construction and responsible materials, and they encouraged customers to care for garments so they could be handed down to younger children rather than discarded.
Subscribers received regular emails with new arrivals, seasonal edits, and first-come discount offers. The tone was informal and practical – parent to parent – covering style tips, care advice, and savings on the season's standout pieces.
This catalogue and newsletter listing is part of the Catalink archive and may no longer be available to order. The information above describes Yellow Lolly, a London-based online children's clothing boutique founded in 2007. For current details, visit the company's official website.
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