Boutique Focus: Oh Arthur

Oh Arthur are a talented trio (Stephanie North, Emma Murray and Cheryl Samantha Ellis) whose cheeky monochrome fashion statements are swiftly winning them a cult following. We caught up with Emma from the team who told us why everything is rosy in their black and white world.

Stephanie North, Branding and Design Director and Teddy
Stephanie North, Branding and Design Director and Teddy
Cheryl Samantha Ellis, Production Director and Bentley
Cheryl Samantha Ellis, Production Director and Bentley

SM: Which are your bestselling items?

Emma: Our personalised tee and handmade leggings are our best sellers. Our customers like the personal touch and as each item is made to order so they know they are getting something unique.


SM: And which do your own children like best?

Emma: Our little ones are currently only 10 months so they let Mummy know best for now but our ‘Happy until HANGRY’ tee was inspired by our Branding & Design Director – Steph’s son Teddy – for sure, he loves his food every 3 hours without fail…

Emma Murray ,PR and Marketing Director and Arthur
Emma Murray ,PR and Marketing Director and Arthur

SM: Where does your design inspiration come from?

Emma: We all discuss as a team and decide on a theme to fit the time of year and often collate inspirational images and quotes all year round. Steph then works her magic and we all pick together. We are very lucky as we all have the same tastes and normally agree on the same ones – we are very lucky to have such a great team.


SM: What considerations go into the garment creation?

Emma: We always pick soft, organic material that we know washes well, prevents fading and lasts. All our products are given the official
‘Mum test’ before releasing any products to market which includes numerous wear and tear by our little ones at nursery, crawling, washing, ironing – you name it. It’s important for parents to know that they are usable on a daily basis. Once approved our Production Director Cheryl gets to work and spends numerous hours hand-making everything from leggings, skirts, personalised dolls etc…


SM: What are the biggest challenges for you, running the business? 

Emma: Juggling everyday life, being Mums, plus all our personal commitments is always the biggest challenge – isn’t it for everyone?!  But we love it and wouldn’t have it any other way…


SM: And your proudest moment?

Emma: Being accepted by Not On The High Street and selling our items internationally due to demand is definitely one of our proudest moments for sure. We still pinch ourselves daily that we are doing this and people like our clothing – It’s such an amazing feeling and we are so humbled.


SM: Which celeb kids would you like to see wearing Oh Arthur?

image: xposure

Emma: Fearne Cotton’s little ones would be cool but hand on heart all the Mums and Dads who send pictures of their children to us daily wearing our clothing are little celebs in their own right. Children from all over the world are wearing Oh Arthur – there’s no better feeling than that – they make our brand without a doubt…


SM: And finally (we had to ask) in your world, is everything black and white…?

Emma: Haha not everything, we would if we could. Don’t get us wrong, we love a splash of colour, but there is something about Monochrome, plus is goes with everything. But no, our homes are not just black and white, but we are working on it…

image: Louth Leader

Shop online at Oh Arthur.