The Family Edit: Making family life easier, one trusted recommendation at a time

Cork-based entrepreneur Gemma Kingston, co-founder of The Family Edit, is on a mission to make family life easier by bringing trusted, parent-recommended classes, activities and services into one place.

The platform has been built from the ground up by a teacher-turned-founder who knows first-hand how noisy (and time-poor) the parenting world can be.

Why did you set up your company?

From as far back as I can remember, I’ve always loved being around babies and children. I was the cousin minding the little ones, running a “Babysitters Club” in my estate when I was about eleven.

That passion carried through life. I studied Commerce in UCC, travelled the world, and eventually became a primary school teacher for 15 years. I loved teaching but when I was pregnant with my first baby in 2014, I realised how hard it was to find reliable, local information for families.

I couldn’t find a trusted place to discover baby classes, pregnancy supports or even where to buy a buggy. When I asked other parents, they’d say things like, “Check the noticeboard in SuperValu” I remember thinking, surely there’s a better way in 2015.

That was my eureka moment. I wanted to build something that brought together trusted, family-focused information in one place, something that supported parents at every stage, from pregnancy right through the school years. That’s how The Family Edit was born.

What makes your company different and how do you stand out from the crowd?

Trust and authenticity are at the heart of everything we do. Parenting can be overwhelming, there’s so much information, and it’s hard to know who to trust.

Families know that every business on The Family Edit has been tried, tested, and recommended by other families.

We’ve built a genuinely trusted community where people can find local classes, activities and services for their family life, confident that they’re hearing from real parents, not paid influencers.

We’re also passionate about sharing many voices, not one person saying: “this is how you should parent.” We feature authentic stories, tips, and reviews from families across Ireland, whether they have 500 or 50,000 followers. That genuine, grassroots feel has been there since day one and continues to set us apart.

What challenges have you met and how did you overcome them?

Like many founders, time has always been a challenge, wearing all the hats, managing projects, and keeping the business authentic and community driven. I’ve learned to prioritise, delegate, and most importantly, to ask for help.

A very personal challenge came when my husband’s sister died by suicide just as the business was taking shape. I made the decision to step back for two months and be fully present for my three young children. When I returned, I was more determined than ever to build something meaningful and human.

That experience reminded me that there’s a real person behind every business. Sometimes the most powerful thing you can do as an entrepreneur is pause, breathe, and come back with renewed purpose.

What supports did you receive to set up your business and how could support for entrepreneurs be improved?

The Local Enterprise Office (LEO) has been invaluable. I’ve taken part in their Women in Business programme, attended workshops and networking mornings, and received mentoring at key moments, like when I was transitioning from teaching to full-time entrepreneurship.

Their mentors helped me shape strategy, explore revenue models and launch initiatives like our Family Edit Awards. I also received the Online Trading Voucher, which covered 50% of our website upgrade.

Another huge support has been the ACORNS programme, designed for female entrepreneurs in rural areas. The peer-to-peer learning, accountability, and nationwide network of women have been incredible.

And finally, I’d say networking. Whether it’s Network Cork, The Club (a female founders’ network), or local business meet-ups, you never know who you’ll meet or what you’ll learn. Sometimes one random coffee chat leads to an entirely new direction for the business.

In terms of improvements, I think there could be even more emphasis on accessible mentoring and financial support for early-stage businesses that are still community-led or in the validation stage.

What was the most important thing you learnt—and what would you like to teach other businesses?

Honestly – just do it.

Post the Instagram post. Send the email. Ask the question. Apply for the award.

So much of business growth comes from simply taking the first step, even when you’re nervous. The worst that can happen is someone says no. The best that can happen is you reach 200,000 people, like we did with our first Family Edit Awards.

And you don’t have to start big. Go to a small local networking event, chat to one new person, build your confidence. Action creates momentum.

What are your plans for the future?

In the coming weeks, we’re launching our Family Subscription, a €25-a-year membership offering webinars, discounts from trusted businesses, and regular giveaways. We wanted it to be affordable and inclusive for all families, no matter their background.

Looking ahead, we’re building a new digital platform that uses AI to make family life even easier, tailoring content to each family’s stage and interests. It will also help small family-run businesses connect more efficiently with parents.

And the big dream? To replicate The Family Edit in other countries. My sister lives in the US, and I’ve seen how difficult it can be to navigate family life in a new place. I’d love to bring this trusted, community-based model to families worldwide.

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