Bearly, a small independent business founded by me, Emma, was born from a lifelong love for children’s clothing and beautifully made things. Working at the age of 13 in a children’s shop run by a single woman sparked my passion for thoughtful craftsmanship and the quiet charm of small-scale retail.

Although I pursued a different educational path, my travels often led me into children’s stores around the world — collecting business cards as tiny keepsakes and sources of inspiration. The birth of my daughter, Ella, reignited this passion and inspired me to seek out high-quality, unique pieces made with care and intention.

Years later, as a stay-at-home mom to Ella and my son August, my entrepreneurial dreams began to grow stronger. As my imagination wandered, the idea of Bearly — a sweet little bear — took shape in my mind.

I envisioned a webshop offering a carefully curated, sustainable collection — a calm and inspiring space that gathers products from brands devoted to quality, people, planet, and children’s comfort. Through close collaborations with dedicated brand owners, that vision slowly became reality.

Today, Bearly is lovingly run by a small team of two women — myself and Maja, who brings her creativity, broad experience, and storytelling skills to everything from customer care to the visual world of Bearly. Together, we pour our hearts into every detail — from curation and photography to the small handwritten notes we hope make you smile.

I hope you’ll enjoy visiting this little shop and join us in inspiring our children to care for their belongings, understand how things are made, and pass them on with love.