The Small Stuff Story

‘I set up Small Stuff in 2016 when my son was just a few months old. In the early days it was an online children’s clothing store and I made every product we sold by hand. I wanted to know where every part of every product came from. 

The business grew quickly and in 2018 I made the decision to start sourcing ethical brands to add to the collection. It is still just as important to me to know exactly where each product is made – and how. 

I’ve always wanted the business to be something my son can be a proud of – and something he can enjoy being a part of.
He’s always been my Chief Toy Tester! I hope that the Small Stuff values will become an essential part of how he and his generation live and work.

Over the years, Small Stuff has grown into a thoughtfully curated lifestyle store, carrying both well-known brands and products made by smaller local businesses. I continue to source everything myself and work closely with my suppliers so that I can feel confident their standards align with my own. 

I moved into our first shop – on the busy high street in Crookes, Sheffield – late 2018, before moving to larger premises just down the road in 2020. I wanted the store to be a place where children can wander freely, without anyone worrying about them getting into mischief. I love to see kids playing with a toy I’ve spent months sourcing, or getting engrossed in a book that my son and I have read together. We also have tea and coffee on hand for parents who need a breather and a light and airy space upstairs where we run events for both children and adults.  

2020 was a challenging year for everyone, but with the support of our brilliant customers and lots of hard work, we made it through. I’m really proud that we were recognised by Indie Retail as the “most innovative” business during the pandemic, and that award sits proudly alongside some of the others the shop has won in recent years.

I’m so pleased that our doors are now open again – I missed the buzz of the shop and talking to customers face-to-face. I’ve got so many exciting things planned for the future and whilst I've handed over the day-to-day running of Small Stuff the core values of Small Stuff will always stay the same: beautiful, sustainable, ethically made products for you and your children to enjoy for years to come.’
Hellen, Small Stuff Founder



The Small Awards 2022

High Street Hero - SHORTLISTED


Holly&Co Independent Awards 2021

Business For Good - NOMINEE 


The Progressive Preschool Awards 2021

Best Independent Gift Retailer - WINNER


The Planet Mark Awards 2021

Best Newcomer - SHORTLISTED


The Sheffield Star Small Business Awards 2021

 Environmental Impact - SHORTLISTED


Indie Retail Best Small Shops 2020

Most Innovative Business During COVID-19 – WINNER

Overall Competition – SHORTLISTED


Indie Retail Best Small Shops 2019

Overall Competition – HIGHLY COMMENDED


Modern Retail Good Retail Awards 2020

Sustainability Initiative Award – SHORTLISTED

In-store Creativity Award – SHORTLISTED


Sheffield Star Small Business Awards 2019

New Business – WINNER