Behind The Brand - The Jam Tart

We're excited to be debuting our new blog feature - Behind The Brand.

So much time, thought and love goes into choosing every brand and product we stock at The Nursery Edit and I'm so proud to work with the brands we stock! 

Many of them have brilliant people and stories behind the brand so over the next few months we'll be introducing you to them and asking them all about their business, the products they create and a give a little insight into their day to day life. 

First up, Emma Jameson who runs The Jam Tart. 



Tell us a little about you and your brand...

E is for Emma, a creative thinker and doer, I design to engage and excite others. I am fiance to the very patient, very wonderful Jonathan, Mammy to our delightful, always smiling Orla and daily walking companion to our flighty springer spaniel, Raisin. Our home is in County Durham where we enjoy sharing storybooks and taking long walks in the great outdoors.

The Jam Tart is my guilty pleasure, a graphic-led children’s brand where I share my love of good design with design conscious parents and their little ones. My obsession for geometric pattern and typography gives our brand its own distinctive style.

Our custom prints, wall art, stickers and banner kits help to create colourful, engaging spaces for children to play, grow and thrive in. I am passionate about learning through play, with our ever expanding range of flash cards and colouring books.

What inspired you to create The Jam Tart?

I’m a self confessed ‘typ-o-holic’ and since becoming a Mama thought it was time I combined my love for type with the world of children’s design. As a Mama I set about designing colourful and educational interiors for my daughter that were an extension of our contemporary home. These have since grown into The Jam Tart typographical delights for design loving parents everywhere.

Describe The Jam Tart in 3 words...

colourful... typo-delightful… cleverness...

How has your life changed since having kids - how do you find balancing your own business and kids?

Work hard, play hard. I play all day and work all night. Grandparents… what would I do without them.

Who or what aspires you?

Children’s books, I have a vast collection and I’m a massive fan of American illustrator J. Otto Siebold. His work inspired my submission to The Macmillan Children’s Book Illustration Prize, which was highly commended and subsequently published within Education winning numerous awards.

 What’s the process / craft behind the products?

A sketch... pen in one hand, glass of something fizzy in the other, followed by many hours spent recreating them digitally. To date I package everything by hand, so I spread The Jam Tart LOVE every day.   



How did you get started and can you give our readers a piece of advice for getting an idea off the ground?

Stay true to your brand and it will reward you.

What’s your proudest business moment?

When my daughter introduced our flash cards to her nursery teacher as ‘Mummy’s work’… I thought I designed those, yes I did. I still do a little dance every time an order lands in my inbox.

Plans for the future…

I’d love to work on collaborations with others, just imagine our designs on baby grows, backpacks, breakfast sets, bedding.



Love them? View The Jam Tart collection here...


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