Two friends who made personalised baby clothes for a friend in
2010 have turned it into a £20m business with countless
celebrity fans.

Daniel Price and Jonny Sitton, from North West London, who have
been friends since they were four, set up My 1st Years at Leeds
Met University when they were searching for a present for their
friend’s newborn.

After creating a pair of personalised baby shoes, they were
inundated with requests from friends for similar goods so
decided to turn their brainchild into a booming personalised
baby brand that now counts Prince George,
Luna Legend and Ace Simpson as little fans.

The friends count Chrissy Teigen,
Beyonce, Mo
Farah, Geri Horner and Elton John as their customers, have seen
a 50 per cent growth year on year and saw the robe that Prince
George wore sell one per second. 

Daniel Price and Jonny Sitton, from London, set up My 1st Years at Leeds Met University when they were searching for a present for their friend's newborn. Their company is now worth an estimated £20m and counts the royals as fans

Daniel Price and Jonny Sitton, from London, set up My 1st
Years at Leeds Met University when they were searching for a
present for their friend’s newborn. Their company is now
worth an estimated £20m and counts the royals as fans

Speaking to MailOnline about the inspiration behind their
e-tailer, they said: ‘Back in 2010 we found ourselves in a
tricky dilemma when one of our friends gave birth to a baby
girl.

‘We wanted to give the little one a timeless yet original gift
that was both truly personal and which wouldn’t break the bank
– but could not find the perfect present. So with a bit of
pluck, a dash of determination and an ounce of ingenuity, they
decided to make it ourselves.’

The men explained that they started the company with their own
savings, family money and some seed funding. ‘We used the money
we had to build the website and worked from there,’ they
added. 

Prince George wore a dressing gown from their range when he met President Obama - and one sold every single second after he donned it

Prince George wore a dressing gown from their range when he
met President Obama – and one sold every single second after
he donned it

New mother Binky Felstead has collaborated with the brand and has her own baby range

Fans of the clothes now include Prince George, Luna Legend (daughter of John Legend and Chrissy Teigen) and Jessica Simpson's son Ace as little fans

New mother Binky Felstead, left, has collaborated with the
brand and has her own baby range. Fans of the clothes now
include Prince George, Luna Legend (daughter of John Legend
and Chrissy Teigen) and Jessica Simpson’s son Ace as little
fans

The men created a pair of personalised baby shoes for a friend's newborn and they were suddenly inundated with requests from friends for similar goods

The men created a pair of personalised baby shoes for a
friend’s newborn and they were suddenly inundated with
requests from friends for similar goods

After much toiling, hours of research and countless trials
later, they completed their very first pair of personalised
baby shoes, which they took to baby Lara’s house hoping they
would be a hit. 

‘Happily, they were not only loved by parents and daughter
alike, but they were soon being requested by friends and
relatives all over the world,’ they said.

THE SIMPLE FORMULA FOR SUCCESS 

Be exciting, progressive and offer something different.
Business is a great adventure and we’re loving every
minute. 

Jonny and Dan quickly realised they could expand on their
original gift idea for a much wider offering, and My 1st Years
was born. 

Sharing one of their secrets for success, the men revealed how
important celebrity seeding has been for them, saying:
‘Celebrity seeding has always been very important to us – we
knew we had a high quality, unique and fun product that was a
total first. 

‘We have sent items to a range of talent and Prince George, of
course. It’s great to see the brand enjoyed by so many.

‘Seeing Prince George wearing his My 1st Years personalised
dressing-gown when meeting President Obama is definitely up
there as pinch-me moments!’

The company, which started off selling shoes and babygrows, now stocks teddies and toys, blankets, clothing, bed, bath and home accessories

The company, which started off selling shoes and babygrows,
now stocks teddies and toys, blankets, clothing, bed, bath
and home accessories

But success didn’t come without set-backs; the men say it was
tough at the start and they hit a few brick walls. 

‘It was hard finding someone to embroider on items so small
combined with the fast turn-around on delivery that we wanted.
It really hadn’t been done before so that was one of our main
initial setbacks.’

Cut to five years later and their range has expanded to include
teddies and toys, blankets, clothing, bed, bath and home
accessories.

They also recently teamed up with Made In Chelsea’s Binky
Felstead to curate a range.

‘Our latest project, with Binky Felstead is a really exciting
move for us as a business,’ they said. ‘Binky has been a My 1st
Years customer for years now and her range has been incredibly
well received – it’s been a great pairing. We have another
exciting festive offering from Binky and My 1st Years too so
watch this space!’