Little Cards for Big Feelings


At Emotionology, they are passionate about raising strong, resilient, mindful, empathetic and emotionally intelligent children. They provide the tools of self empowerment, authenticity and self acceptance, helping children to normalise their emotions. Founded by Holistic Counsellor Tabitha Lakeland and illustrated by her talented son, Emotionology Cards provide children with an opportunity to share and accept their emotions. Tabitha is passionate about the emotional wellbeing of children and how this effects their physical wellbeing and immune systems. Here, she talks to The Natural Parent Magazine about the inspiration behind her business and their desire to help little ones all over the world.

The passion: What inspired you to set up your business?   

My little boy came home from school and was upset that his little friend had not spoken all day as something was upsetting him and he didn’t know how to express this to anybody, so he stayed silent. As a Holistic Counsellor, I am passionate about the emotional wellbeing of children and its effect on their immune systems and physical wellbeing. I had an ‘a ha’ moment and realised that we needed to create a tool that children could relate to that would help them identify, articulate, communicate and accept their emotions without judgement and through a lens of positivity.

The launch: How did you start out in the beginning? 

We started with a soft launch a few weeks prior to the arrival of the product. We were thrilled to be completely sold out within 24 hours of the product arriving.   

The innovation: What was the biggest breakthrough for you with your business?  

I invited my little boy, who has a talent for capturing facial expressions, to draw some emotions for me in the design phase. As soon as we saw them, we knew that was the path we needed to travel as they are so engaging and relatable to children.  

Yin and Yang: How do you balance work and family?  

The juggle is certainly a struggle. I try to get as much work done between school hours so that I am more available when the kids are home. They enjoy helping me pack orders on weekends. My little boy is the illustrator and my little girl has the title of ‘Creative Director’ and assists with photo shoots. They love being involved and especially love checking the globe to see where our orders are being shipped. 

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