London-based father and entrepreneur launches ethical luxury fashion house for little girls

Laws, who was born in Middlesborough and founded the company later in London, was driven by his desire to create a lasting legacy for his daughters, and therefore launched Baked Clay London with a real purpose: to offer high-quality, sustainable fashion while inspiring young girls to dream big.

“I wanted to create a fashion house that’s more than just clothing; I wanted it to be a movement,” says Laws.

“Baked Clay London is not only dedicated to empowering girls but also to embodying sustainability and craftsmanship in every stitch. Starting this brand has been a challenging, yet rewarding journey, and my dream is to build a business that my daughters can one day be proud of.”

“Our dresses don’t just clothe; they tell a story,” explains Laws. “Each piece is a tribute to great women, with the aim of reminding young girls that they, too, can become leaders, creators, and change-makers.”

An Ethical Brand with a Purpose-Driven Mission

The inspiration for Baked Clay London emerged during Laws’ journey to Turkey, where he spent years learning the intricacies of apparel manufacturing.

Determined to bring his acquired knowledge back to the UK, Laws set up a factory that served both local and international brands, gaining invaluable expertise in sourcing, production, and quality control.

From its inception, the brand has exclusively used organic, ethically-sourced materials, ensuring each garment has minimal environmental impact.

Alongside this, every dress in Baked Clay London’s collection is named after an inspiring woman pioneer, connecting each design to a story of resilience and achievement.

This approach aims to provide young girls with a source of inspiration, while the brand’s signature feature—an embroidered rhyme on the organic cotton lining—serves as a heartwarming message of empowerment for all who wear it.

Building a Legacy on a Shoestring Budget

The journey to establish Baked Clay London has been anything but straightforward. Laws continues to work full-time to cover monthly expenses and wages, pouring every spare hour into building his dream. Sleepless nights, meticulous research, and budget-conscious marketing strategies are a few of the many tasks that Laws balances to bring his brand to life.

“It’s definitely a challenge working a full-time job while managing Baked Clay London,” admits Laws. “But my passion and commitment to this brand keep me going. My goal is to build a community that believes in this vision as much as I do, and eventually, to reach a point where we can sustainably expand.”

Looking Toward a Sustainable Future

Laws has ambitious plans for the future of Baked Clay London. His next milestone is to grow the brand into a comprehensive fashion house, offering an expanded range that includes shoes, bags, accessories, gifts, and even perfumes.

“I envision that Baked Clay London will be a well-known source of high-quality, sustainable products that families can cherish for years. I want to create a lasting impact in the fashion industry”, says Laws.