When the opportunity arose for Telma to take control of Infancy, the company she had passionately worked for and loved for 6 years, there was only one logical answer….of course!
Coming from a fashion designing background, fashion has always been Telmas passion. After starting her own family she decided to make the shift from the difficult adult market to kids wear, joining the Infancy team. After 6 years working with the company, on July 1st of this year it became her own.
Telma’s three children play a huge part in what products are chosen for the Infancy stores. Telma jokingly admits that her two eldest children, Yara, 9 and Turi, 7, know more than she does when it comes to what is going to be popular.
“I sometimes take the kids to expos and they will give their opinions and most of the time it is spot on, we will get it in store and it is a hit” Telma says.
Aside from childrens expos Telma often draws inspiration from international magazines such as “Milk” and keeps up to date with what is popular in New York and Europe meaning the stylish products stocked at Infancy are always on trend.
Stocking brands such as Munster (Telma’s favorite), Pretty Wild, Rock Your Baby, and Bella & Lace, Infancy is not just for newborns, as the name may suggest, but hosts a wide range of the latest and best fashion, shoes, gifts, books, toys and interiors for brand new babies through to early teens.
Most importantly, Infancy is a reflection of Telmas personal style, with her own label Tik E Ta to be launched as there house label soon.
Since taking over the Newtown and Rozelle stores, both in Sydney, she has done her very best to take Infancy to the next level. She believes the store has the potential to be one of the best three kids shops in Australia.