The ALL by MAMA journey began back in 2010, when founder Gemma Whates travelled to South Africa to work as a volunteer with orphaned and disadvantaged children. Along the way she met lots of amazing women who were making gifts, homewares and artworks from found objects, which they sold to tourists to support their families. She was struck by their entrepreneurial skills, talents and the fact that they were doing all they could to provide for their children in very challenging circumstances.

When Gemma returned home and decided to start a family of her own, she knew that she wanted to do something that would support mama-makers. So she set about creating ALL by MAMA, drawing on her skills and experience from years working as a Marketing Account Director. So much passion and dedication is put in to every single product. When you shop with ALL by MAMA you’re supporting a parent to run their business around their family and we think that’s pretty special.


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