Imagine being able to shop for your children’s clothes while the proprietor makes you a cup of coffee and keeps your little ones entertained.

It sounds like every parent’s dream, but Emma Regan has turned the idea into a reality at her West Moors home.

Made redundant from her project manager role last November, she set about turning her conservatory – then used as her children’s playroom – into Pippabelles, a shop from which she now sells nearly new children’s clothes.

It may seem like an unusual idea, but Emma has been thrilled with the success of the venture, which has recently celebrated its first birthday.

“I had been with the company for 11 years, so it was a bit of a panic initially,” she said.

“I had this in the back of my mind as an idea, but probably wouldn’t have been brave enough to leave my job for it. I felt there was a market for it, but I’m not a risk taker enough to go and find a premises and pay huge rent, so after lots of deliberation I converted my conservatory.”

Selling second-hand children’s clothes is already hugely popular online, but Emma, 38, wanted to target those parents who prefer to see the clothes first.

However she is hoping to expand the business with an online presence in time.

“My biggest challenge at the moment is getting people here,” said Emma, mum to Isabelle, seven, and Pippa, four.

“Facebook has been fantastic and I’ve given flyers to all the schools, pre-schools and nurseries and I did a few school fetes last year, just taking a rail of stock and built up a reputation from there.”

Emma is constantly sourcing seasonal stock for the shop, and buys clothes either online or from parents.

“I get bundles,” she said.

“People come to me with clothes. Some sell on commission through me. The good customers use the credit to buy stock. That’s ideal, that’s the way I want it to work. However, it’s their money so if people just want to sell through me then I pay them their commission that’s fine.

“Some people just want rid of the clothes, I pay them a price for the bundle and take ownership of the clothes.”

Emma stresses that she only sells high quality clothes from higher end High Street shops such as Next, Gap, Monsoon, Joules and Boden, although there is a smaller market for designer brands such as Ralph Lauren.

“That first six months was quite a learning curve as to where to pitch the stock,” she said.

“And it’s about buying to everyone’s style, not to my own.”

Emma has built up a clientele of regular customers, those looking for a specific item, and other parents who simply pop in for a browse.

She is now working on spreading the word and increasing the footfall by offering coffee mornings and collaborating with other local businesses.

“I have people selling jewellery in my kitchen, or music and movement classes in the lounge,” she said.

“When it’s not raining, the kids can play in the garden. Lots of ideas are coming into my head at the moment - this is just the starting point.”

Emma’s main aim in setting up the business, was that it fitted in around her children, and she is happy that she has the work-life balance right.

“The biggest thing to try and get across to people is the concept may seem strange – it’s at my house,” she said.“People visualise a jumble sale in someone’s back room. But once you come, people get it.”

  • Pippabelles is open from 9.30am to 2pm Tuesday, Wednesday and Thursday at 4 Braeside Road, West Moors. Pippabelles.co.uk