Moms To Know: Nicole Northway, Founder, Emerson and Friends

Nicole Northway’s two daughters inherited their mom’s talents. Six-year-old Lucy “loves fashion and art” and 10-year-old Emerson is “always dreaming up a new business idea.”  Those are the very skills that Northway combined to create Emerson and Friends, a children’s lifestyle brand based in Clearwater and specializing in clothing, pajamas, books, plush toys and gifts.

“I founded the company by using my background in the arts when I was pregnant with Emerson. I found there was a lack of functional and well-designed pajamas on the market,” she says.

Northway describes starting her business as “more of an evolution than one big leap.” Over eight years, the brand has grown to include a diverse product line sold at a brick-and-mortar store in Clearwater and online; a live sales channel; and a partnership with the Tampa Bay Lightning.

Congratulations on your success! Would you share something that has proven invaluable as you’ve navigated entrepreneurship?

Nicole Northway: Resilience has probably been the most invaluable thing I have developed as an entrepreneur. No matter how carefully you plan, things will change: Products will not perform the way you expected, challenges will come up and there will be moments when you have to completely rethink your approach.

Entrepreneurship has taught me to bend without breaking. Some of the hardest seasons in the business have ultimately led to our biggest growth because they forced me to become more resourceful, more decisive and more comfortable with change. The ability to keep moving forward, even when you do not have all the answers, has shaped how I lead the company.

What's the key to overcoming unexpected obstacles?

Nicole Northway: The key is staying flexible and not letting the obstacle become bigger than the next step in front of you. When something unexpected happens, I try to separate the emotion from the problem, gather the facts and focus on what we can actually control.

I have learned there is rarely only one path forward. Sometimes the original plan has to change completely, and that can open the door to an opportunity you never would have considered otherwise. The important thing is to make the best decision you can with the information you have and keep moving forward.

Perspective matters, too. In the moment, a setback can feel enormous, but many of the challenges that once felt impossible ultimately became turning points for the business. We learned to adapt, and we became stronger because of them.

What advice would you give to other moms who aspire to start a new venture?

Nicole Northway: My biggest advice is to get started. You can spend forever trying to perfect an idea, but so much of entrepreneurship is learned by doing. Start small, test your idea, listen closely to your customers and let the business grow as you learn. Reinvest your profits, grow steadily and scale when the demand is there.

Most importantly, stay connected to your vision and to who you are. There will always be outside opinions, changing trends and pressure. Your authenticity is one of your greatest strengths. When you build something that genuinely reflects who you are and what you care about, the community will follow.

If you are not sure where to begin, start by solving a problem. Look to your own life for inspiration. Is there something you have struggled with, needed or wished existed? Some of the best businesses begin with someone saying, “I wish this existed,” and then having the courage to create it.

Keep Reading: Even More Stories we Think You'll Love:

• The Family Business: An INSIDE LOOK at children’s clothing line, Emerson and Friends
• Bright Ideas: Let’s meet three local inventors who are turning their big ideas into a family-owned business!
• Moms to Know: Courtney Vermette, Butter Bug Boutique

*Presented by Emerson and Friends | Originally published in the October 2026 issue of Tampa Bay Parenting Magazine.