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CeCe & Me - Relaxed Parents & Happy Little Feet!


Do you find shoe shopping with your little ones stressful? Do you live in London or near by? Then we want to introduce you to CeCe & Me founder Sam aka The Shoe Lady.

Who's behind the brand?

Hi there, my name is Sam. I live in Southfields, a lovely, family-friendly area of SW London, with my husband and two daughters, Cecily and Meredith. I founded CeCe & Me, a mobile kid’s shoe shop, four years ago, after one too many frustrating trips to the shoe shop with my toddlers. It suddenly dawned on me that many parents felt the same way and being someone who likes to solve problems, that’s what I set about doing! I trained as a shoe fitter and started to develop a plan of how to make kid’s shoe fitting more convenient, relaxed and enjoyable. My plan has been adapted many times, I have learnt loads but my motivation to help parents feel confident about what their children wear on their feet never changes.

I love what I do and my next step is to develop a network of CeCe & Me kid’s shoe fitters, sharing my knowledge and experience to help others build a business they feel truly passionate about too.

What we love about the brand?

Stressful situations call for friendly smiley faces and that’s just what you get with Sam.

I first met Sam earlier in the year when I attended a mums in business network event in London.

Her concept of a mobile kids shoe shop offering a stress free environment is fantastic. Whether it's a direct appointment or a visit to a pop up in a cafe or playground, the outcome is the same ~ relaxed parents and happy little feet.


'A Little Bit Dotty' is all about mums, babies and little ones so we thought it would be interesting to ask Sam a few parenting related questions.

What parenting tip would you have given your pre-child self?

Live in the moment, create memories, don’t sweat the small stuff. There is no doubt, parenting is hard and the kids will drive you up the wall, but time passes so quickly and before you know it they will have grown out of the latest phase. I am already nostalgic about their earlier years!

What do you miss most about life before children?

Spontaneity. I am hoping this might return as they get a bit older but at the moment it feels like we need a plan and a routine… and must remember to book a babysitter in order to have any semblance of a social life! I miss all the time and freedom I didn’t realise I had!

What do you love most about being a parent?
I feel happier, generally less stressed and definitely laugh a lot more. Perhaps I just take myself and life a little less seriously now, my priorities and what seems important has changed. Quality time spent with my daughters is a joy. Seeing their personalities develop, watching them learn and seeing the world from a new perspective. They are by far my greatest achievement and an inspiration.

What would you say is the hardest part about being a parent?
Nothing compares to parenting for pushing you outside your comfort zone! So many decisions to be made daily, some big, some small but so many for which I do not feel prepared or have a clear answer. Definitely feel like I am winging it 90% of the time!

What's the most embarrassing thing your child has said or done in public?
I genuinely can’t think of an embarrassing moment, but that is certainly not because there have not been any! I know there have been many, many times I have wished the ground would swallow me up because of something my children had done or said, but I think I have managed to block the specifics from my mind!

But it’s swings and roundabouts …my nine year old recently uttered the phrase “Mum, you’re so embarrassing” and I remember so clearly saying the same thing to my parents and how it felt…now I have become an embarrassing parent! Should I feel mortified or a sense of achievement?!

A big thank you to Sam for taking the time to tell us more about CeCe & Me and for answering our parent related questions!