Too busy to think what to wear today? 'Twinning', the latest American import, could be the answer, says Sarah French

FIRST she brought fashion fit for a prince, now children's clothing entrepreneur Michelle Jones has the answer for parents struggling to dress themselves and young children on a morning. It's called "Twinning" - where mum, or dad, and baby wear matching outfits - and is the latest fashion trend to make its way across the Atlantic.

Michelle, founder of clothing, toy and gift company Freya Lillie, named after her own daughter, has brought the concept to Durham. On her website, parents can choose their T-shirt, sweater or hat, then add the mini version by the Canadian brand Whistle and Flute. "I wasn't sure what the reaction would be, but it's become our biggest seller – they're flying out," says Michelle.

The 33-year-old former model is bringing her range to the annual Durham Shopping Extravaganza, this year being held at Ramside Hall Hotel on October 14 and 15. Alongside the twinning clothes, will be pretty dresses, bloomers and sailor dungarees by Rachel Riley, the designer who hit the jackpot when Prince George was photographed wearing the brand. Other brands Michelle sources include Sticky Fudge, from South Africa, Papu of Finland, Love Henry and Old Soles moccasins from Australia.

She was inspired to start the business while she was expecting Freya Lillie, now 18 months, her aim to offer clothes with a difference for discerning parents looking for alternatives to the high street. The part-time lecturer in business at Bishop Auckland College had always wanted her own enterprise and began contacting wholesale suppliers and attending trade shows.

Freya Lillie's early arrival at 29 weeks brought home the need for more choice in premature baby clothes, and Michelle specialises in organic brands, which are gentler on delicate skin, including Pigeon Clothing, Little Green Radicals, Bamboo and Organic Monkey.

"With Freya Lillie being born so early, I questioned everything that went close to her skin and did a lot of research into finding products that were totally natural and chemical-free," says Michelle. "The brands we stock are chosen for their quality as well as their uniqueness and I like to think there's something for everyone."

To help Michelle in her buying, she draws on the opinions of her Facebook focus group. "I was conscious that I was making all the decisions initially, but now I get lots of opinions and they are helping me choose things I wouldn't have thought of before," she explains.

Although the business is primarily online, Michelle has also tried to raise its profile by attending local events. This year is her first opportunity to appear at the Durham Shopping Extravaganza, which will give customers the chance to meet her and see the clothes. The event also fits with her ethos of giving - five per cent of every Freya Lillie sale goes to Tiny Lives, which raises money to support premature and sick babies. Now in its 27th year, the Durham Shopping Extravaganza has raised more than £370,000 for 72 local causes in and around County Durham.

"Shows like DSE give customers the chance to see and feel the clothing, which they obviously can't do buying online. With baby clothes, in particular, parents want to touch them, and it's also a chance for me to get out and meet my customers," says Michelle.

With the business almost a year old, she has expanded into organic skincare, accessories, gifts and, most recently, wooden toys. "It follows on from the quality I look for in the clothing brands, so we only sell toys that will last and might even be passed on to our customers' children's children," she explains.

The introduction of an online catalogue, which will allow customers to pay in instalments, is among future developments Michelle is working on while being responsible for buying, sales, marketing, processing orders, warehousing and distribution, alongside her lecturing job and being mum to Freya Lillie and teenage son Liam.

As a fan of twinning, at least she can save time getting ready for the next busy day…

  • For more information, visit freya-lillie.com
  • Durham Shopping Extravaganza 2015 is at Ramside Hall Hotel, Durham, on Wednesday, October 14, 10am-5pm and Thursday, October 15, 10am-4pm. Entry is £4 per person and parking is free. Visit durhamshoppingextravaganza .co.uk, or at Facebook.com/DurhamShoppingExtravaganza and follow the charity on Twitter @dseshopping