Emerson and Friends: Creating Comfort and Joy Through Thoughtfully Designed Pajamas

How the Company Was Founded:

The journey of Emerson and Friends began with Nicole Northway’s love for art and entrepreneurship. A fine arts graduate with a master’s in oil painting, Nicole found herself navigating a difficult job market during the recession. To make ends meet, she began creating jewelry and selling it on Etsy, which later inspired her to open her first store, One Strange Bird, in Chicago. “I started with nothing—a thousand-dollar budget and furniture from the alley,” Nicole recalls.

When Nicole became pregnant with her daughter Emerson, her focus shifted to creating unique baby apparel, and her handmade designs quickly gained popularity. Recognizing the potential of wholesale, Nicole began approaching local stores to carry her line. After moving to Clearwater in 2018, she rebranded as Emerson and Friends, a nod to her growing family and her vision for a brand that celebrates comfort, creativity, and connection.

A Culture of Care and Community:

At Emerson and Friends, the company culture reflects Nicole’s approachable leadership style and emphasis on family values. Nicole describes her team as close-knit, collaborative, and committed to the brand’s mission. “We’re growing from a family business to a company, but we still hold onto that sense of care and connection,” she explains.

This spirit extends to the way the company interacts with its customers, with every package and design reflecting the love and dedication of the team. Nicole’s passion for creating a supportive environment for her employees has also shaped the brand’s success, helping Emerson and Friends navigate rapid growth while staying true to its roots.

Innovating the Pajama Market:

Emerson and Friends is best known for its premium bamboo pajamas, designed to be ultra-soft, breathable, and available in sizes from newborn to 3X. Each design is inspired by Nicole’s personal passions, from nature to family traditions, with hand-drawn prints that tell a story. “We want our products to be part of life’s special moments—whether it’s opening gifts on Christmas morning or going on a family vacation,” Nicole shares.

The brand also stands out for its commitment to sustainability and conservation. Through its “Making Waves for Conservation” program, Emerson and Friends partners with organizations like the Clearwater Marine Aquarium and Save the Manatee Foundation, blending purpose with its product designs.

Overcoming Challenges:

Like many entrepreneurs, Nicole has faced her share of challenges, from balancing growth with operational demands to rebuilding her team after rapid expansion. “I call it the valley of death—where your needs outstrip your resources,” she says, referencing the hurdles of scaling without external funding. Finding and retaining talent has also been a challenge, but Nicole is committed to building a team that aligns with her values. “It’s about taking your time to find the right people who believe in the mission,” she explains.

What It Means to Be and Honoree:

Being named a GrowFL honoree is a meaningful recognition for Nicole and her team. “I was shocked and honored—it’s amazing to be among other companies that share the same struggles and still find ways to thrive,” she shares. For Nicole, the award is a reflection of the support she’s received from her family and team, as well as the brand’s impact on families across the country.

Advice for Aspiring Entrepreneurs:

Nicole’s advice to aspiring entrepreneurs is simple but powerful: “Feel the fear but do it anyway—just take that first step and see where it leads you.” She believes that starting small and taking incremental steps is the key to overcoming fear and building confidence. Her journey from selling handmade products to leading a multi-million-dollar brand proves that perseverance and passion can turn even the smallest ideas into big successes.

Notable Community Involvement:

Emerson and Friends is deeply committed to giving back through its “Making Waves for Conservation” initiative, which supports ocean conservation through product-inspired donations. Nicole’s designs, such as manatee-themed pajamas, directly benefit causes like Save the Manatee Foundation. As the company continues to grow, Nicole envisions expanding this program, creating specialized lines that contribute even more to environmental preservation.