Interview: Fairytale Collars

Welcome to 2021 with Goddess Directory! After a short holiday break, we're back, ready to tackle the new year, and more invigorated to share new small shops + connect with the creators behind them than ever. If there's anything you're looking to see, feel free to send over your suggestions to or let us know on Instagram at @goddessdirectory.

I could not be more excited to share one of my personal favorite shops with you today! I've made no secret of the fact that I love a good collar. Add in a touch of whimsy, a lot of color, and a variety of themes, and you have Fairytale Collars.

Fairytale Collars is basically my childhood dream come true, and I wouldn't be surprised if it's yours too. Emma, the owner behind the brand, creates beautiful handcrafted felt detachable collars that are the perfect addition to make any outfit a touch more fun. From pastels to fruit, to flowers to Disney, Emma makes items in any theme you're looking for. She's also expanded to other items, like adorable hair clips. It's truly difficult to not look at her items and smile. I've been following Emma for a while now, so it was so wonderful to get learn a bit more about how she got started. Enjoy!

My pick: this is a truly impossible task since they're all so adorable, but since we're coming up on a spring, I'm currently loving the daisy collars the most!

Q: Let’s start from the beginning. Can you tell me a little bit about the process of starting your business? What made you want to do this and how did you turn your idea into a reality?

A: I had just turned down a degree in Interior design because I had a young family and couldn't do it all, but I wanted to get creative somehow.I had just gotten the Instagram app and thought why not try and make something and see if people like it. I had recently come back from Disney World and was really into Disney so went with Disney princess felt collars to begin with-hence the name! Felt collars because I love working with felt and peter pan style collars because I love those too and had already made a few for myself.

Q: Was there a moment when you felt like this was something that was going to take off and become a success for you?

A: Obviously your first order and any order thereafter makes you believe in yourself and encourages you. It all builds momentum. The lovely Diablorose on Instagram shared a picture of her wearing a sleeping beauty collar and everyone wanted one!

Q: What were your friends and family’s reactions to you starting to creating your brand? Were you nervous to share it?

A: I wasn't nervous, just excited. They help with pics and sometimes if I can't decide on a pic to post or ribbon choice for example, I'll ask their opinions and go with the most popular one. They are always there to encourage me too.

Q: Is this your full-time job? If so, how long did it take you to transition into full-time?

A: It used to be and is at the moment whilst in lockdown, but no, I work full time as well as I solely provide for myself and my daughter. Hopefully in the future it will go back to full-time as I love having more time to give this little biz.

Q: What do you wish you had known when you first started your brand?

A: You will go through periods of being really creative and times when you're not feeling it. It's all completely natural, you can't be on it all the time. Enjoy those highs and ride out the lows.

Q: Obviously, we’re in strange times right now so I have to ask everyone I talk to - how has COVID-19 affected your business and what are you doing to keep everything going during this time? What can people do to support you and others during all of this?

A: It has been busier than ever. I think people have really taken to ordering online and receiving happy packages through the door are making people smile right now and it's something to look forward to. I follow a lot of small bizs online and everyone has been so busy. It's so nice to see everyone being supported right now. Sometimes materials are hard to get and there may be postal delays so that's something to remember too.

Q: What do you wish more people knew about shopping small?

A: That it really means so much when people like their work. Having people believe in what you do or make is so uplifting, brings joy and gives you so much confidence. Also, that their money they spend may be going towards bills or something that's needed and it's like- thank you for helping me pay that bill!

Q: Favorite item in your shop currently?

A: ooh that's hard. Let's go with the latest make, the Swan collar.

Q: What goals do you have for your business going forward?

A: To just keep making and not run out of ideas! I would love to design a collar for a big brand as handmade can be limiting sometimes.

Q: Lastly, let’s spread the love. What are a few of your favorite small shops owned by women that you personally shop from?

A: On Instagram, Hellododo, Samantha Eynon, The Happy Mail, Sun Jellies are just a few.

Follow along with Emma:

Shop Fairytale Collars

Follow Fairytale Collars on Instagram


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