About Affirmation Jam

Hey 🥰 I’m Abby; the founder of Affirmation Jam

The brand is a UK-based childrenswear brand founded with one simple but powerful mission: to spread positivity. We design and create high-quality clothing that not only looks great, but also encourages confidence, kindness and emotional well-being in young minds.

Being a mum of two boys, I saw a gap in the market for meaningful, message-driven clothing for children. Affirmation Jam was founded in July 2023, but at the time I was planning my wedding and pregnant with my second child so although I had the vision, it wasn't the right time for me to put my all into the brand.

In December 2024, after ALOT of brainstorming, Affirmation Jam then came to life through our Tee & Toast Collection and nine original affirmations. With a creative background, I designed our logo and had the vision for our original designs. These were co-designed with my younger sister Kasey, who as a tattoo artist, was able to bring these to life with me finessing them for the final print!

Each piece in our collection is designed with care and printed with powerful child-friendly affirmations like 'I am Brave' or 'I am Kind' - simple yet meaningful messages to help little ones grow up with confidence and self-belief.

I believe that positivity is more than just a mood – it’s a mindset. What better way to nurture that than through the clothes our children wear every day?

Whether you’re shopping for your own kids or looking for a thoughtful gift, I hope our pieces bring a smile to your face and a little boost of encouragement to your child’s day.

Thank you for supporting a small business with a big dream. 🥹❤️✨

With love,

Abby, The Affirmation Jam Founder x