About All By Mama

All by Mama is a unique marketplace featuring a beautiful range of products created by parents working around family life

Mamas. We all know they’re pretty incredible. And ours are super amazing as they are spinning a few extra plates…

All of the unique and special products you’ll find at All By Mama are made by mums (and a few dads too!) who are running businesses alongside looking after their families.

Since our launch in 2014, we have built a community of creative, entrepreneurial parents who make beautiful and hard-to-find-anywhere-else products. Our aim is to support and promote flexible working for mums and dads who don’t want to have to choose between family or work life.


The All By Mama journey began back in 2010, when founder Gemma Whates travelled to South Africa to work as a volunteer with orphaned and disadvantaged children. Along the way she met lots of amazing women who were making gifts, homewares and artworks from found objects, which they sold to tourists to support their families. She was struck by their entrepreneurial skills, talents and the fact that they were doing all they could to provide for their children in very challenging circumstances.

When Gemma returned home and decided to start a family of her own, she knew that she wanted to do something that would support mama-makers. So she set about creating All By Mama, drawing on her skills and experience from years working as a Marketing Account Director for big companies such as Mars, Premier Foods, Musgrave and Disney.

Today Gemma has two young boys and runs All By Mama around her busy family life. Flexible working is at the heart of the business – from the All By Mama makers to our HQ team who all work remotely while bringing up their little ones too.

So much passion and dedication is put in to every single product. When you shop with us you’re supporting a parent to run their business around their family and we think that’s pretty special.


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