Secret Cupboard actually started long before it was a business.

When I was little, I wanted somewhere that was completely my own, a place to keep my treasures, little secrets, and all the things that felt important to me. So, in our London home, my mom gave me a cupboard and told me it was my Secret Cupboard. My brother knew he wasn’t allowed inside, and although it was really just a cupboard built into the wall, to me it felt like my own tiny secret world.

A few years later, when I was about eight, my mom told me something that completely amazed me: anyone could start a business, even me. She showed me how people made websites, and I immediately became obsessed. I went home and started designing Secret Cupboard, drawing products, creating the website and imagining how my little cupboard could become something other children could have too. Unsurprisingly, eight-year-old me didn’t quite manage to launch a company 😂, but I never really let go of the idea.

Over the years I’ve dreamed up lots (and lots!) of different business ideas, but my mom always came back to Secret Cupboard. Eventually, when I asked her to help me turn one of my ideas into something real, she told me, “I would start Secret Cupboard with you.” So we did.

We went back to the cupboard I remembered from our London flat and used it as inspiration for the one we make today. I drew designs and prototypes, my dad built our first one in the garage (with a few redesigns along the way!), and slowly the Secret Cupboard I had loved as a little girl became real again.

Building this with my mom has been funny, exciting, occasionally stressful, and incredibly special. But my favorite part is knowing exactly what it feels like to have a little place that’s yours. Your treasures don’t have to be important to anyone else. Your secrets don’t even have to be particularly secret. There’s just something magical about having a tiny world of your own.

And that’s what we hope every Secret Cupboard becomes: a place for little treasures, big imaginations, secret worlds, and a bit of childhood magic. ♡