Posted by Little Mash on

Meet Aimee, the creator behind Grove and Willow. She established Grove and Willow in the early months of 2017 when she was pregnant with her son, Noah. Inspired by this crazy, disposable world that we live in; she wanted to create beautiful and timeless toys that would be passed down from generation to generation. She is passionate about the environment and is committed to incorporating her personal philosophies into Grove and Willow - buy less and choose well.

We have such admiration for women who take leaps and start businesses, bravo! Where did the idea for Grove and Willow come from?

Apparently I’ve been turning bits of timber into creations since I was a young child so I guess Grove and Willow was a natural progression from that. But in all seriousness, I had to finish working when I was 30 weeks pregnant with Noah due to the nature of the work and found myself with a lot of spare time. Those who know me personally know that I can’t have idle hands so I got creative and made some beautiful pieces for our impending new arrival! 

What was the journey between “I have an idea” to the launch of Grove and Willow? Did you experience any self-doubt or roadblocks?

Grove and Willow grew from initially selling on the Made by Mum Facebook platform, I eventually developed a website and it has grown organically from there. Little Mash was actually our first ever stockist! I’ve hit so many roadblocks along the way but always tackled them with an “Aimee can do it” attitude. Anything is possible if you put your mind to it! 

What is your favourite part/aspect of your business? The thing you love to do the most?

Creating. My time in the shed. Earmuffs on, machines buzzing away and it's just me and the tools. On the flip side - my least favourite is admin! One day I’ll be able to justify hiring someone to do it for me!

What is a typical day in the life of Aimee - wife, mum & business lady like?

While the kids are around and awake my day is normally 99% led by them! Sometimes that looks like playing trains in the lounge all day, other times we’re out bike riding and exploring in the forest. On a kindy day I normally try and smash out as much work as I can while Aubrey naps - and on a good day she will happily play and explore while I keep chipping away at other jobs and household chores. I try and fit in a Dedikate workout at least 3 or 4 times a week and that’s about the extent of my ’self care’ at the moment. It's a busy season with a thriving business, a shift working husband and two young kiddos!

How would you describe your parenting style? Do you have any advice for new parents?

If I had to label my parenting style it would probably fall under the gentle/respectful parenting category the best. I believe that my role as a parent is to guide, support and respect my children through the roller coaster of childhood.

Can you share one of your favourite parenting moments?

We all know how hard 2020 was with Covid and when the second lockdown in Auckland hit I really struggled. I was having a particularly bad day and was upset about something. Mr 3 came over and put his arm around me and said “you can cry Mummy, it’s okay to be sad. I’m here”. It was so sweet I think it made me cry even more! 

What are 3 things you CANNOT live without?

My phone, my water bottle and my planner. 

You have 30 minutes to get dinner on the table, what are you making?

I honestly couldn’t tell you the last time I cooked a meal that took longer than 30 minutes! By 5pm the kids are tired and hangry and I don’t have a lot of time to get dinner ready and on the table, so quick (and nutritious) is a must. My go to at the moment is vegan Mac n Cheese - it’s Noah’s favourite so I know there will be no complaints at the table and it is SO easy!

Success, what is that to you?

As cheesy as it sounds, happiness. Whatever that looks like for you - if you’re happy, you’ve succeeded.

Thank you again for your time Aimee, we love what you create for our little people & LMB feels privileged to be a part of your Grove and Willow family. You can follow Aimee HERE & you can shop Grove and Willow with us at LMB HERE x


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