Charlotta Jones is the founder of Story World, a New Zealand-based children’s book company dedicated to celebrating cultural diversity through inclusive storytelling. With 15 years’ experience in children’s publishing, and as a mother of three, Charlotta combines her passion for literacy, creativity and family life to create books that help children see themselves and others reflected in the stories they read. Through Story World, she hopes to inspire curiosity, connection and acceptance in young readers across Aotearoa and beyond. Here, she talks to The Natural Parent Magazine about the inspiration behind her work, the challenges she has overcome, the pros and cons of running her own business, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
I have always had a deep love of books and dreamed of setting up my own publishing company. After 15 years working in children’s publishing, I had the opportunity to shape the beginning of this dream launching Story World at the start of 2025 – a collection of educational books celebrating cultural diversity through inclusive storytelling. Story World books blend tradition, adventure and learning, appealing to children across a wide range of ages.
Being a mum to three children (2, 6 and 11) has been a constant source of motivation to set up my business. Breaking traditional views of what a working mum is and should be is important to me. I love having the autonomy to work around my children and not feel guilty or torn if my kids need me during ‘working hours’. I can do both without the pressure that I felt for so many years working for other businesses. Seeing the joy that books bring to my children, and to others, inspired me even further on this journey. After all, you can never have too many books!
The launch: How did you start out in the beginning?
I started out with an idea that every child should feel seen in the books they read, no matter what their ethnic and cultural background. The books we put in front of children should reflect everyone, not just the dominant culture. Multiculturalism is part of the world we live in and should be accepted as a given in 2026. Unfortunately, this is not the case. Ethnic and cultural discrimination still exists.
In January 2025, this idea began with my passion and a truck full of books that needed a new home, and a new journey!
The new journey was launched as Story World – books that promote cultural diversity through inclusive storytelling. No matter what a child’s background, Story World books break down barriers by sharing beautiful pūrākau from around the world. These stories are here to inspire curiosity and engage young readers to learn about their whenua kāinga and the world beyond Aotearoa.
The innovation: What was the biggest breakthrough for you with your business?
There have been so many learning curves and breakthroughs on this journey over the past 18 months. Story World books were originally developed for educational settings and align with New Zealand curriculum standards. A key breakthrough was recognising that these books also have a valuable place in the home. Reading plays a vital role in early childhood development, supporting foundational language skills, social and emotional growth and strengthening parent-child bonds. Retelling traditional stories creates a meaningful opportunity for adults and children to connect, bringing families together through shared reading and building cultural links.
Going back to the question in hand, I realised these books have a valuable place in the home, but achieving this has been harder than I thought. After pivoting several times, experiencing self-doubt and navigating unknown industries (like the world of retail), I have made a start on getting Story World books into the retail market in New Zealand. Getting Story World books directly into homes is still an ongoing challenge.
Whilst the breakthrough presented itself, the execution is ongoing, but that’s small business life and one of the reasons why I chose to partner with the Natural Parent magazine.
Yin and Yang: How do you balance work and family?
Simple answer: My family always comes first! This doesn’t mean I let my business suffer, but as a parent, my children are only little once and I only get this opportunity to be there for them at these stages of their life once, so I try and make it count.
Detailed answer: I make mistakes juggling the balance, but my family are my biggest champions, motivators and are ever so forgiving. Running a business is 24/7 (quite like parenting), where I have to wear multiple hats. Organisation is key but also realising that things don’t always go to plan and being flexible is so important! I work when I can, and if one of my boys needs me, I’m upfront and honest with my customers and colleague Dee (who is a fantastic and valuable part of this journey with me and Story World). Showing that I’m human is my superpower, and part of trying to break those traditional views of what a working mum should be is important to me and my business journey.
