Sunderland's Jack and Jill Babywear thrives on internet as coronavirus forces it to trade online for the first time

Jack and Jill Babywear, which usually trades in Jacky Whites Market, has never sold over the internet before.

Owner and founder Caroline Whittaker admitted she had little knowledge of e-commerce.

But after being forced to shut, Caroline’s 17-year-old granddaughter Aliya built her a website. Now orders are flooding in from across the UK and beyond.

Caroline said: “It’s been unbelievable. Before this we just had our loyal North East customers and never thought about selling online, now people have heard of us from as far away as Scotland to Cornwall to Manchester and are ordering.

“We’ve also had inquiries from Denmark, Norway and even the USA. So we are now looking at ways that we can start shipping internationally.”

Caroline believes the current shutdown has left many expectant mothers or those with toddlers, in a very difficult position.

She continued: “At those ages children grow out of their clothes so fast and it’s really hard if you can’t get anywhere to replace them.

“At the same time, because the weather was cold most parents only had winter clothing and weren’t prepared for it getting hotter, so they’ve been really grateful to be able to get hold of what they need.”

Jack and Jill caters for newborns to two-year-olds and is part of the InSunderland initiative run by Sunderland BID, which aims to attract support for independent businesses.

Caroline now hopes to introduce a click and collect option with the store on certain days each week.

She added: “I know now that really we should have got on line years ago but this shows it’s never too late.

“Hopefully this should give some hope to businesses that have been forced to close that they should definitely look at new ways to sell.”

Sharon Appleby, head of business operations at Sunderland BID, said Jack and Jill is a prime example of a company which had turned adversity into an opportunity.

She said: “It’s great news that during these very difficult times a local company is able not only to maintain it’s business but also to grow it.”

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