Danny Groves, founding partner of Sweet Peas Kidswear, is a sweetheart and that’s a fact. We took some time to ask him what inspired him to take the leap from a successful career in advertising to starting up his own business in just a few short months, as well as finding out why this Essex boy’s favourite word is still bosh. 24 fingers poised and ready to transcribe… here we go.

#1. So Danny, what’s your favourite word?

Bosh, purely because I’m sitting here with Emma of 24 fingers!

#2. What gets you up in the morning?

The alarm on my iPhone or one of my little girls!

#3. What do you truly, honestly think of social media?

I think it’s great from a business point of view as it gives you an enormous audience to promote yourself to, but from a personal point of view, I think it’s a pain because it makes everyone less social with one another. Everyone’s always on their phone rather than engaging with other people.

#4. Kindles or books?

Books. 100% books. I prefer to have something in hand. I like going to a bookshop and physically picking up a book. I don’t want that to be lost.

#5. What do you think is the biggest challenge to your industry right now?

Standing out from the crowd, giving something different! We’re quite lucky; we’ve stumbled across jelly shoes, which everyone seems to be after. People love them and not many places stock them. They have been a great product to help launch Sweet Peas Kidswear and get us noticed.

#6. What did you want to be when you were growing up?

An astronaut, ha! No, kidding. I wanted to be an architect. I had a conversation with my Dad about it and he put me off… it sounded like too much hard work at the time. I wish I’d pursued it now. I have a passion for architecture and all aspects of design. I would love to build my own house one day.

#7. What led you to your current career?

I’ve always wanted to be my own boss. We actually just stumbled across this. I put the idea to my partner and we just went with it.

#8. Can you use your favourite word in a sentence?

Job done, bosh!

#9. Totes. Can you make it rhyme?

Bosh equals dosh. You can’t tell I’m from Essex, can you?

#10. What advice would you give to your younger self?

Don’t listen to other people, do what you think is best.

#11. What’s the best thing anyone’s ever done for you?

Being given my beautiful daughter, she’s the love of my life.

#12. We ❤️. Tell us, what’s been your ‘career-defining’ moment?

Definitely setting up my own business. There’s nothing more exciting than that.

#13. If you won a big award of some kind, whom would you thank?

Mum and dad, my partner and my two little girls.

#14. Can you give us a timesaver of the day?

Plan and then plan some more. It doesn’t get simpler than that.

#15. Where do you see your industry in 24 months?

Well it’s a relatively new venture for me so I’m not entirely sure to be honest! From what I know so far, it’s about always looking out for the next big thing and trusting your judgment on that. Fashion is a bit of a gut feeling. What’s great about my partner though is that we both have completely different tastes so our collections are always dynamic.

#16. Where were you 24 months ago?

I’d been working in advertising for 16 years and although I loved it, I was just yearning for change.

#17. What’s an interesting fact about your company?

We managed to go from concept to launch in just a few months; we literally came up with the idea over a cup of tea at the kitchen table.

#18. If you could have a Skype chat with anyone living or dead, who would it be?

My dad’s dad, he passed away when I was only 10 but we were very close.

#19. What’s one word you’d want people to describe you with?


#20. Mind taking a selfie?

This lighting’s quite bad…

#21. What’s your favourite advertising campaign?

I loved @Honda’s advert where they broke a car down into its component parts.

#22. What’s one quote that defines your work ethic?

The harder you work, the luckier you’ll be.

#23. Apart from seeing us, what’s been the best part of your day?

Waking up with my partner this morning. Pretty cheesy I know!

#24. And finally, anything to plug?

@SweetPeas_Kids – use the code 24fingers and you’ll receive a 15% discount. Bosh!