Emma Duffy is the Founder and CEO of My Forever Tooth Fairy, an Irish-born children’s brand designed to transform the tooth fairy tradition into a more magical, meaningful, and memorable experience for both children and parents.
Inspired by her own daughter and a deep passion for children’s emotional well-being, Emma set out to create something truly special. She invested her family’s life savings into building a brand that helps children feel magical just as they are – while giving parents a way to treasure fleeting childhood moments.
Can you tell us a little about your background and your company?
I’m Emma Duffy, CEO and Founder of My Forever Tooth Fairy, a children’s brand designed to transform the tooth fairy tradition into a more magical, meaningful, and memorable experience for both children and parents. I grew up in Dundalk, Ireland, surrounded by fairy folklore which definitely planted the seeds for bringing the tooth fairy to life later in my life.
Before founding My Forever Tooth Fairy, I spent over 23 years shaping household brands at Bewley’s, Glanbia, Musgrave, Fyffes, and Intact, specialising in marketing, sales, and new product development. I also hold a degree in International Marketing, a diploma in PR and Digital Marketing and an MBA from The Open University.
In my entrepreneurial journey, I’ve been backed by Enterprise Ireland New Frontiers, ACORNS and Starting Strong Female Entrepreneurship Programmes and funding from the Local Enterprise Office (LEO).
What inspired you to start your business?
I was inspired by my own daughter and a deep passion for children’s emotional wellbeing, which made me want to create a product which helps children feel magical just as they are, while also giving parents a way to treasure fleeting childhood moments. I have poured my life savings into building the brand with the simple yet powerful idea: every child has their own Forever Tooth Fairy, and with each lost tooth, they bestow upon them magical superpowers like love, confidence and friendship – 20 in total for all the baby teeth. I wanted to reimagine the tooth fairy and noticed a gap in the market for a toy like this, and made a children’s book to go along with it.
How did you create awareness for your brand?
I’m really passionate about this product which has helped me explain it really well to people and get it in the hands of celebrities and influencers. I think it’s really important to reach out to as many people as possible and get the brand out there. I’ve also used all our customer reviews in our marketing and I think that’s another important part of creating awareness.
As an emerging brand with a limited budget, I knew I had to get creative about building awareness. First, I leveraged good old-fashioned PR by reaching out to local media and parenting blogs to share the story behind My Forever Tooth Fairy. My passion for the concept really came through in those conversations, and we earned numerous features in lifestyle magazines and even a spot on National TV. That initial press coverage gave us credibility and helped spread the word beyond our immediate circle.
I also harnessed the power of social media from day one. Instagram in particular became our storytelling hub, where I could directly connect with parents. Influencer marketing was another key pillar of our awareness strategy. I personally reached out to hundreds of parenting influencers and even a few well-known celebrities who are parents, offering to send them a My Forever Tooth Fairy gift set. For the ones who did engage they absolutely loved it. One notable influencer shared our product with her audience, which sparked a surge of interest and brought a wave of new visitors to our website. Those authentic shoutouts were invaluable because they came from voices that fellow parents trust.
Finally, I’ve leaned heavily on word-of-mouth and positive reviews. From the beginning, I encouraged our customers to share their experiences, and we’ve been blessed with wonderful feedback. I make a point to highlight these glowing reviews in our marketing -whether it’s quoting a happy mum in a Facebook post or featuring testimonials on our website. There’s nothing more powerful than real parents vouching for the magic and quality of your product. That organic buzz, combined with persistent outreach and storytelling, has been crucial in creating awareness for my brand.
What strategies helped you secure funding and scale your business?
From the start I have been completely bootstrapped, which meant using my own savings and being very resourceful with finances. I poured my family’s life savings into this venture, so every euro had to count. Early on, I took advantage of every grant or support program I could find. I applied for local enterprise grants and joined government-backed entrepreneurship programs. For example, I was accepted into Enterprise Ireland’s New Frontiers programme and the ACORNS initiative for female founders, which provided mentorship, training, and even some funding stipends. These not only injected a bit of capital to keep the business going but also connected me with a network of experts and fellow entrepreneurs who helped me refine my business model.
In addition to grants, I sought out microfinance options and low-interest startup loans to cover production costs. I worked closely with my Local Enterprise Office, which offered both funding and invaluable business advice. Hustling was (and still is) a big part of my strategy. Because I didn’t have big investors writing cheques, I had to be creative in generating revenue and buzz. Scaling for me has been a step-by-step process of re-investment: start small, prove the demand, and then use that proof to justify the next level of growth.
Another strategy that helped us grow on a shoestring budget was leveraging partnerships instead of paid marketing. I formed relationships with other businesses and influencers who loved what we were doing.
Importantly, I’ve been careful to maintain a sustainable pace of growth. It’s tempting to try to scale up very fast, but I chose to scale organically. This meant growing our customer base and production capacity in tandem, so we never compromised on quality or overextended our finances. Only now that we have a solid foundation am I exploring the possibility of bringing on external investors or larger funding, and I’m doing so thoughtfully. Any investment we consider has to align with our long-term vision because scaling a business isn’t just about securing funding – it’s about using it wisely to build a lasting company.
What have been your biggest successes so far?
When I look back on our journey, a few key milestones stand out as proud successes. First and foremost, as a solo founder, the launch of My Forever Tooth Fairy itself was a huge achievement. After two years of research and product development to get the doll, book, and packaging just right, finally seeing the finished product in my hands – and then on store shelves and in customers’ homes – felt incredible. Bringing an idea to life and watching children light up when they meet their Forever Tooth Fairy for the first time has been immensely rewarding. In fact, we sold out our initial batch of inventory faster than I anticipated, which was a great validation that there’s real enthusiasm for our product.
On the partnership front, I’m proud to say we’ve sparked interest from major retailers. One of Ireland’s leading department stores reached out to discuss carrying My Forever Tooth Fairy, which I consider a huge win for a brand that started at my kitchen table. We’ve since secured our first retail partnerships, making our product available to shoppers in brick-and-mortar stores in addition to our website. Seeing My Forever Tooth Fairy on a store shelf next to established toy brands was a pinch-me moment and a testament to how far we’ve come.
Finally, some of the successes dearest to my heart are the personal and impact-driven ones. Hearing from parents about how our product has positively affected their children is everything to me. Also knowing my children are watching in the sidelines and their pride at each little milestone we achieve definitely keeps me going.
What challenges have you faced, and how did you overcome them?
I’ve encountered my fair share of challenges on this journey, as every entrepreneur does.
One of the earliest hurdles was product development. I had a very clear vision for My Forever Tooth Fairy: I wanted it to be a truly special keepsake. Bringing all of the elements of our first product together with the level of quality I imagined was not easy (to put it mildly!). It took many months of designing, prototyping, and refining to get the doll just right. I went through multiple manufacturers and samples that weren’t up to scratch. At times it felt like I was chasing an impossible ideal and I was tempted to settle for an okay version just to launch sooner. But I stuck to my guns and refused to compromise on quality. I overcame this challenge by being persistent and detail-oriented – I kept tweaking the designs and searching for the right production partners who understood the vision. Eventually, I found fantastic manufacturers who could execute what I had in mind. It taught me that patience and perseverance in the development phase do pay off, even though it can be frustrating when you’re itching to go to market.
Of course, there have been personal and logistical challenges too. Wearing all the hats as a solo founder can be overwhelming – one day I’m packing orders in my living room, the next I’m negotiating with suppliers in another time zone, all while being a mum. Juggling family life and a startup, especially during the early bootstrapping days, was tough. There were late nights and moments of pure exhaustion. I overcame this by improving my time management and also by learning to ask for help. I leaned on my support network: my husband, family, and friends stepped up in big ways, from minding my daughter during important meetings to helping me assemble product packages before a big sale. I also connected with fellow female entrepreneurs (through networks like ACORNS), which was a huge sanity saver – just having peers to share challenges and solutions with made problems feel more surmountable.
Financial constraint is another constant challenge when you’re growing organically. We didn’t have a big marketing budget or a cushion for setbacks, so I had to be very strategic and scrappy. I learned to negotiate everything – better rates from manufacturers, extended payment terms, and affordable marketing swaps. Every challenge taught me to be a creative problem-solver. Ultimately, I think the biggest lesson in overcoming challenges has been resilience. Problems will always pop up – sometimes small, sometimes crisis-level – but if you face them head-on, stay adaptable, and keep your mission in sight, there’s almost always a way through. Each time I hit a wall and figured out how to climb over it, it made me and the business stronger.
What are your plans for the future?
There is so much on the horizon that I’m excited about. In the immediate future, we are gearing up to expand our product line. Later this year we’ll be launching a new Forever Tooth Fairy boy doll, so that boys (and children who prefer a male fairy) can see themselves in the story just as much as girls can. This has been in the works for a while, and I hope it will open us up to even more families who can join in the magic. Product-wise, I have a whole pipeline of ideas: from additional fairy accessories and keepsakes to seasonal or special-edition fairy characters, and maybe even an interactive digital element to complement the physical toys one day. It’s all about creating a richer experience for children and parents.
Beyond new products, expansion into new markets is a major goal. I’ve always envisioned My Forever Tooth Fairy as a global brand (after all, the tooth fairy visits children all over the world!). In the next couple of years, I plan to scale our presence into the UK market more robustly and then explore North America and other regions where the tooth fairy tradition is strong. I’m thrilled that we’re already getting inquiries from international customers and even retailers who discovered us on social media – it’s a good sign that there’s demand out there. My dream is that one day, not too far off, families from London to New York to Sydney will be making My Forever Tooth Fairy part of their childhood traditions.
On the retail front, we aim to grow our retail footprint significantly. Going forward, I want to see our products in speciality toy shops, gift stores, and major retailers both in Ireland and overseas. Being on shelves gives customers a chance to discover us in real life, which is important for a tactile, keepsake product like ours. So expanding retail distribution — while maintaining our direct-to-consumer online presence — will be a balancing act but a key focus for growth.
To support all these plans, I’m also looking at strengthening our team and resources. Up until now, we’ve been a tiny team fuelled by passion (and lots of coffee). As we grow, I plan to bring on talent in areas like marketing and operations so we can scale effectively without burning out. And hand-in-hand with that comes the question of investment. I’ve been cautious about taking on investors too early, but I recognise that to accelerate our growth and enter new markets, additional funding will be needed. So I’m starting to explore potential partnerships or investors who not only can provide capital, but who also believe in our mission of children’s emotional well-being.
All in all, the future plans revolve around scale and impact – scaling the business and product range and deepening our impact on families. At the end of the day, my goal remains what it was on day one: to make the tooth fairy tradition more magical and meaningful for as many children as possible. I’m incredibly optimistic about what’s ahead. We have so many stories left to tell and so many ideas to bring to life. It feels like we’re still just at the start of an amazing journey, and I can’t wait for the next chapter.
What advice would you give to aspiring female entrepreneurs?
If I could share one key piece of advice with other aspiring female entrepreneurs, it would be this: ‘believe fiercely in yourself and your vision, especially on the days when it feels like no one else does’. Building a business is as much a mental game as it is a practical one. There will be people who don’t “get it” right away, or situations that make you question if you’re cut out for this – I’ve been there many times. In those moments, remember why you started and hold onto that conviction that you have something valuable to offer.
A mindset shift that really helped me was learning to embrace confidence over perfection. As women, we sometimes feel we need to tick every box and have everything 100% ready before we take the leap. But the truth is, no one ever feels completely ready. I certainly didn’t! I had to learn to quiet that inner critical voice and step forward even when the path was uncertain. Trusting myself – my ideas, my skills, and yes, even my gut instincts – was a turning point. When you truly back yourself, you’ll be amazed at how others start to rally behind you as well.
I also want to encourage aspiring female founders to leverage their community and resources. There are programs and people out there that want to see you succeed. Joining female entrepreneurship networks (like I did with ACORNS and others) was transformative for me – it reminded me I’m not alone, and that there’s a whole tribe of women who have each other’s backs. Don’t be afraid to reach out, ask questions, and ask for help when you need it. It’s not a sign of weakness; it’s a smart strategy. Every time I sought advice or mentorship, I gained something invaluable, whether it was a new perspective, a solution to a problem, or just moral support to keep going.
What are your top three tips for entrepreneurial success?
1. Cultivate resilience and persistence
Building a business is a rollercoaster ride, with amazing highs but also plenty of lows. The key to long-term success is treating setbacks as learning opportunities rather than failures. Be prepared to hear “no” a lot and to troubleshoot unexpected problems – whether it’s a supplier issue, a marketing strategy that flops, or a deal that falls through. The entrepreneurs who make it are the ones who keep going, adapt, and try again differently. In my journey, every time I hit an obstacle, I forced myself to step back, find a lesson in it, and then carry on smarter than before. Persistence truly is power in entrepreneurship.
2. Stay customer-centric and mission-driven
Your customers are your guiding star. Listen to them, engage with them, and let their needs inform your decisions. I believe My Forever Tooth Fairy resonated because I kept the focus on providing genuine value to children and parents. I regularly seek feedback – what did their kids love, what could be improved – and that has guided product tweaks and new ideas. At the same time, stay true to your “why” or mission. That core purpose will not only differentiate you in the market but also sustain you through tough times. When you deeply care about the problem you’re solving, customers can sense that authenticity and they’ll care too. So, whether your venture is big or small, always remember the people you’re serving and the reason you started – let that steer you more than trends or what others are doing.
3. Build a strong support network (and don’t be afraid to use it)
Entrepreneurship can be lonely and overwhelming if you try to do everything in isolation. One of my top tips is to surround yourself with a network of supporters and advisors. This includes mentors who have more experience than you, peers who are on a similar journey, and understanding family/friends who cheer you on. I can’t count the number of times a mentor’s advice saved me from a pitfall, or a fellow entrepreneur shared a tip or contact that opened a door for me. Having a support network also means you have people to celebrate wins with and to lean on during challenges. It makes the whole experience richer and more manageable. And importantly, don’t hesitate to ask for help or input – whether it’s feedback on a prototype or advice on balancing work and life. You’d be surprised how willing people are to help if you just ask. Success is rarely a solo effort, so build your tribe and nurture those relationships.
(Bonus tip: Manage your finances wisely and grow sustainably. It’s not as flashy as the other tips, but keeping a close eye on cash flow and scaling at a pace you can afford will keep your business healthy in the long run.)
Who are five people who inspire you the most, and why?
My Daughter
Without a doubt, my little girl is my biggest inspiration. She was the catalyst behind My Forever Tooth Fairy; her innocence, imagination, and excitement for the tooth fairy tradition lit the spark for this whole journey. Every day I strive to be a role model for her – to show her what it looks like to follow your dreams and to be resilient when faced with challenges. Whenever I hit a roadblock, I think about how she sees me never giving up and how we created this together, and it pushes me to keep going.
Jamie Kern Lima
I absolutely love Jamie Kern Lima’s story. She built IT Cosmetics from the ground up, faced relentless rejection, and ultimately sold her company to L’Oréal for over a billion dollars while staying true to her mission of inclusivity and authenticity. Her journey resonates with me deeply because she believed in her vision when so many others didn’t, and she never let self-doubt stop her. Her books have been a source of motivation for me, and I admire her commitment to encouraging other women to own their power.
Carol Aebersold & Family (Creators of Elf on the Shelf)
I’m inspired by Carol Aebersold and her daughters, the family who created Elf on the Shelf. They took a simple family tradition and, with a lot of creativity and perseverance, turned it into a global phenomenon beloved by millions of children. Their story resonates with me because, in many ways, it’s similar to what I’m trying to do with the tooth fairy tradition. They proved that there is real magic (and business potential) in bringing to life something that captures children’s imaginations and family memories. I admire how they built a whole brand universe around their idea and maintained a sense of wonder throughout. It inspires me to think big — that a small idea nurtured with passion can grow into something that touches people worldwide.
Eckhart Tolle & Michael Singer
Mindset is everything in entrepreneurship, and I’ve found so much value in the work of Eckhart Tolle and Michael Singer, both of whom I discovered through Oprah Winfrey’s podcast. Their teachings on breaking away from the ego and embracing presence have profoundly influenced how I navigate the ups and downs of business. Entrepreneurship can be an emotional rollercoaster, and their work has helped me develop resilience, clarity, and a greater sense of peace through it all.
Last but not least all the ‘Mom’preneurs out there
Motherhood and entrepreneurship are two full-time roles, and I am endlessly inspired by all the mammies striving to fulfil their potential while also being the best moms they can be. It’s a privilege to be a mother, and only those who experience it truly understand the juggle of wearing all hats. To those women, I say: go with grace. The idea that success has to come from grinding ourselves down is so antiquated. Why can’t we achieve our dreams while also being present for our children? It might take longer, but that’s okay. Success isn’t just about business – it’s about the many different facets of life, and we need to stand strong against the pressure to succeed at all costs because some things are too precious to forego for business achievements’ sake.
What are your favourite inspirational or motivational quotes?
‘When you know better, you do better’ Maya Angelou
‘The most powerful moment in life is when decide not to be scared anymore.’ Matt Haig
‘Potential is always bigger than the problem.’ Michael Bernard Beckwith
‘Those who don’t believe in magic will never find it.’– Roald Dahl.
As someone who’s built a business around childhood magic and imagination, this quote speaks to my soul. It reminds me to always keep that sense of wonder alive in my work. Believing in a bit of magic – whether it’s the literal fairy-tale kind or the magic of seeing a dream come to life – is what helped me create something truly unique. It’s also a reminder that maintaining a positive, open-minded attitude can lead to discovering extraordinary opportunities where others see ordinary things.
Where can our readers connect with you?
Linkedin: https://www.linkedin.com/in/emmacreweduffy/?originalSubdomain=ie
Instagram: https://www.instagram.com/myforevertoothfairy/
Website: https://myforevertoothfairy.com/
