Where were you raised and what nurtured your creative stripes?
I was raised in the UK and have lived in Australia for 15 years. We moved to Newcastle over three years ago and we fell in love from the first week we were here. We were kicking ourselves we didn't move here sooner!
I have always had a creative side and have passed this passion on to my kids. They spend hours and hours creating - we have a house full of all of our artworks that we often change these around.
What path did you choose after school?
After school I studied business and tourism as I had such a strong desire to travel the world, so I thought that would be the best path. I have worked in tourism in various roles in the UK, Egypt, Spain, NZ and Australia.
I am also extremely passionate about play based learning with my own three children and I am a qualified Early Childhood Educator.
What was your job before the coronavirus pandemic?
I have worked as Sales Director at iDesign Group for the last five years. iDesign is a design and display company which produces marketing materials and display stands for well-known brands and retailers. I have always felt lucky to work with such good friends and for such an adaptable and progressive company.
How was your job affected?
Our industry is heavily reliant on retailers being open and trading, so my position has been directly affected during the pandemic. With a slump in retail activity and a reduced amount of traffic in-store, the need for marketing material and retail display stands has been slowed somewhat.
Why did you start The Little Cardboard Co, which produces cardboard desks?
I had been looking for some time for items for my own children that would encourage their creativity, but also crucially, I didn't want to buy plastic that would go into landfill.
I developed the desk idea with my friend and colleague and then things really took off once people started to go into strict isolation and kids were staying home from school.
The idea of being locally designed, Australian made, affordable and completely eco-friendly just ticked all the boxes for me and for our customers.
Adapting our skills from permanent display stands to cardboard items has been a natural and easy progression.
What does it offer kids?
The Little Cardboard Co. products give kids a space of their own to create and use their imagination. All of our products, whether it be the cubby house, castle or one of our desks, encourage independence, self-expression and sense of wonder.
Our products are easy to build and kids love making them as much as using and painting them.
Our products also raise awareness about sustainability and recycling, which are important conversations to have with kids from an early age.
Who designs the items and where do you have it manufactured?
Our items are designed in our Newcastle office and manufactured in Sydney. We ship Australia wide and are proudly Australian.
What has the feedback been from parents?
The feedback has been incredible - I have been overwhelmed by the positive support, the whole team have been.
Are you planning other products?
We are definitely planning on adding to our pretend play products based on some very clever suggestions from our customers - watch this space!
Are your ideas being driven by the customers?
We are often contacted with suggestions and we have been working on adapting some of these. Once we think we are on to a winner, we develop a prototype and this is tested on all of the children in the company.
The kids have the final say before we roll it out into production. They know exactly what works!
Do you expect to return to your previous work when the lockdown restrictions ease?
Yes, my company is still doing its core business but I will certainly be growing The Little Cardboard Co. with the team as I am so passionate about this wonderful project.
I believe every child should have the chance to have their own space for creativity so we will continue to offer fun and affordable products ongoing.
What has been the biggest lesson for you in self-isolation?
In some ways, I've found self-isolation a little bit similar to the newborn stage with my children and I am not so long out of that so I was well prepared! I also work from home the majority of the time so for me it's been an easy transition.
Self-isolation has been a great time to teach the kids resilience by modelling hope and positivity throughout these uncertain times.
Being home, it's also important to let go of high expectations around housework and, although it sounds clichéd....to just focus on the little things.
Taking time to spend more quality time as a family, playing in the garden and lots of arts and crafts - you can NEVER have enough arts and crafts with kids! Thank goodness I have a few cardboard items up my sleeve.
The kids have the final say before we roll it out into production. They know exactly what works!
Claire Oxenham
