Emma Coulter, Founder of Next of Kin

At Retykle, we’re always inspired by parents who channel their personal journeys into meaningful change for families and the planet. This month, we had the pleasure of speaking with Emma, the founder of Next of Kin, a Dubai-based platform dedicated to baby and kidswear that’s as practical as it is timeless.

Emma’s journey began with a career in fashion buying, but becoming a mother changed everything, from navigating sleepless nights to realising that the clothes available in stores didn’t quite fit the needs of little ones (or their parents) in the UAE. That experience sparked the creation of Next of Kin, as well as her podcast, where she documents her entrepreneurial journey and connects with other parents.

In our conversation, Emma shares what motivated her to leave her corporate role and start a brand rooted in functionality and fairness, how her mission has evolved to spotlight other small, parent-led labels, and why preloved essentials have become her go-to tip for eco-conscious parenting. She also gives us a glimpse into her busy, beautifully chaotic days running a business, recording podcast episodes, and hosting Mama Hub play sessions, all while raising her daughter.

And if you love a great find, don’t miss Emma’s Featured Closet featuring gems from Stella McCartney, Gap x LoveShackFancy & more! Start shopping here.

1. Hi Emma, could you start by sharing a bit about your background and what inspired you to start Next of Kin?

Of course! My background is in fashion buying, but when I became a mother I quickly realised that the two roles I had worked towards my whole life (Mother and Buyer) weren’t as compatible as I’d hoped.

I lasted about six weeks back at my old job after maternity leave, with a nanny bringing my bottle-refusing daughter to me constantly to be fed, all while facing pressure to travel when my little one really needed me and couldn’t sleep without me.

At the same time, I was frustrated with the baby clothes available in the malls here, they clearly weren’t designed by mums, and I was paying double the European prices for clothes that weren’t even seasonally appropriate for Dubai.

That experience set me on a mission to start Next of Kin, and I felt naturally drawn to record a podcast alongside it to document the journey and connect with other parents.

2. What is the mission behind the brand, and how has it evolved since its inception?

I originally started Next of Kin to fill a gap I saw in the market for baby clothes that were cute, timeless, easy to dress little ones in, suited to the UAE climate, and fairly priced.

 Along the way, I met so many incredible small brands that reignited my background as a Retail Buyer, and also my passion as a podcaster, because I wanted to share their stories and shout about the amazing work they were doing.

At the same time, I was experiencing my own challenges working with stockists for Next of Kin. So I pivoted to add other small brands to my own website, which I find so rewarding.

3. What are your favourite children’s brands and why? 

Of course I am totally biased because my website nextofkin.ae is full of the most wonderful small, local, Mummy-owned baby and kids brands.

I hand pick each brand so I am totally obsessed with everything we stock. I always specify that any brand on the website has to have their stock designed by a parent, because we understand what details matter, (like double way zips on a baby onesie).

4. You run a podcast as well as help run Mamahub play sessions. What does a typical day look like for you, balancing both your work and your family?

Honestly, no two days are the same! Some mornings I’m recording an interview for the podcast, and other days I’m setting up for a Mama Hub playdate surrounded by toddlers and coffee-fuelled mums.

My daughter has just started nursery 5 mornings a week which means I have been able to take on more work, however I don’t have any other help, so it’s always a tight squeeze, I usually arrive at pick up feeling totally frazzled from a busy morning!

5. How do you and your family embrace eco-conscious living at home? Are there any small but meaningful habits that have become part of your routine?

I’m not just saying this, but buying preloved children’s clothes, toys, and equipment is my number one eco tip. Little ones use these things for such a short time, so they often have so much life left in them. It’s better for the planet and makes complete sense financially.

One of my daughter’s favourite toys is actually a secondhand dolls’ house that was being given away for free, a lovely reminder that children don’t need everything brand new to enjoy it. I’ll admit, when I was pregnant I went completely overboard buying all the “must-have” baby items, and of course most of them barely got used. That’s why I now feel much better choosing preloved.

Retykle is the world's largest online secondhand platform for buying and selling designer baby, children's & maternity fashion, and toys. Parents can turn their children’s outgrown designer clothing into cash, effectively closing the loop on the temporary use fashion cycle.

Shop here from thousands of great quality preloved and new past-season items from over 2,500 leading children’s designer clothing brands, saving 50-90% off original retail prices.

Ready to make some money from your children's outgrowns? Book a free home pick up here to start selling with Retykle today.

Websites: Next of Kin

Socials: Emma Coulter | Next of Kin

Photo Credits: Emma Coulter