Saira Khan proved she was nobody’s fool as a finalist on BBC1’s The Apprentice. So I wasn’t surprised that soon after working with Alan Sugar, she started her own baby skincare business, miamoo.
Saira wanted her products stocked in leading retail stores from the word go. So the brand needed instant credibility and desirability. I created a soft and stylish brand that would stand out on the shelves. The series of cheeky-looking cows on the packaging had instant mum appeal and swiftly became the brand’s ambassadors. I was heavily involved in everything from product selection to the website creation. I even started counting cows at night, not sheep.
It was stocked in Boots, John Lewis and Waitrose.