‘You don’t need a rulebook’: How Ruth Bradford is reinventing her business with passion and purpose

Congratulations to our May Member of the Month, Ruth Bradford, founder of the Little Black & White Book Project.

Eight years after launching The Little Black & White Book Project, Ruth is shifting gears. From children’s books and flash cards about animals to an educational newspaper subscription and a wildlife podcast, her business is evolving – driven by passion, practicality and a deep desire to inspire the next generation.

In this candid interview, Ruth shares how she's navigating post-pandemic and rising costs challenges, evolving her business model and learning to blend creativity with resilience.

How did you come up with your idea for the Little Black & White Book Project?

Whilst pregnant with my son in 2016, I was searching for some well-designed, interesting baby books that would be suitable from birth to help his development. Searching online and in the local bookstores, I was really underwhelmed by what was on offer.

As a graphic designer, it is in my nature to create bespoke items for friends and family, and I couldn't help but feel like I could create what I was looking for myself. So, I decided to put my 13 years (at the time) of experience in the advertising and design industry to use and dream up something special for our little boy.

From a personal project for our baby, The Little Black & White Book Project grew into a business that provides a range of books, flash cards and prints showcasing animals from different countries and habitats on our amazing planet.

I was excited to combine my love for animals with my passion as a parent and to share my illustrations with mums, dads and little people all around the world.

It’s been eight years since you started your business. How has life changed as both a business owner and a parent?

A lot has changed – and a lot hasn’t! Juggling family life and running a business is still one of the biggest challenges. In many ways, I’m incredibly lucky: being self-employed means I can be present for my kids, which is why I went down this path in the first place.

But the flip side is that I rarely get dedicated time to work on the business. It’s all bits and pieces – snatched time between school runs, nap times and everything else. Thank goodness for iPhones! Almost everything I do runs through my phone now. Flexibility is a gift, but it’s also a constant juggle.

You mentioned that the business faced some major changes after the pandemic. What happened?

The pandemic actually saw my business perform really well. It validated a lot of what I’d built. Sales were strong, and it felt like I’d hit my stride. But once things opened back up, everything shifted. I lost most of my wholesale clients – many of them closed down. That was about 50% of my revenue gone overnight.

At the same time, I had my second child, and I think I naively believed I could take my foot off the gas, slow down, and come back stronger later. But the world had changed – consumer behaviour, the economy, everything. Suddenly, I found myself in a perfect storm: less time, fewer clients, higher costs. The business really struggled. It’s been limping along for a while now, and I’ve had to take a hard look at what’s viable. It’s been painful but necessary.

You’ve started to pivot your business model. What’s the new direction?

Yes, I’ve done a lot of soul-searching. The business was always rooted in black-and-white illustration for babies – visual development, gifting, that sort of thing. But I’ve always been passionate about animals and conservation. That thread was always there, but now I’ve made it the central focus.

I’ve scaled back product manufacturing massively and shifted toward educational content: print-on-demand books, a kids’ wildlife podcast, The Wild Walk of Fame, and most recently, The Wild Scoop, a monthly printed newspaper subscription for children. The idea is to keep things low-overhead, high-impact and focused on what I really love – sharing knowledge and sparking curiosity in kids. These allow me to connect with a wider age group and focus on my core passion: inspiring children to care about the natural world.

What inspired The Wild Scoop, and how does it work?

The Wild Scoop is aimed at kids aged roughly three to eight, although there are no hard limits. Each issue highlights four animals, with a page of fun facts for each. There’s also a little editorial introduction about something happening in the natural world, plus a puzzle, colouring activity and a craft project. It’s designed to be engaging but not overwhelming – perfect for a Saturday morning with your child.

A lot of kids’ publications are brilliant but very long. My son is an avid reader and even he doesn’t finish most magazines – they’re just too much. I wanted something short and fun that kids and parents can enjoy together. It’s screen-free, eco-friendly, and easy to recycle or reuse. And it keeps true to my black-and-white aesthetic, which is still my signature style.

People can buy single issues or subscribe monthly. I’m currently printing it myself, but the goal is to scale sustainably.

And your podcast, The Wild Walk of Fame – how did that come about?

The podcast is like the Hollywood Walk of Fame, but for animals. Each 10-minute episode features one species. I cover what they eat, where they live, their behaviours, fun facts, and conservation status. I also recommend children’s books related to the animal to reinforce learning through different touchpoints.

It’s really just about inspiring awe and wonder. Kids are naturally curious, and I want to feed that. The podcast isn’t monetised – because it’s for children – but it supports the rest of the business and builds brand awareness. I see it as part of an educational ecosystem, alongside the newspaper and books.

You've self-published your books for years. Is that still part of your plan?

Self-publishing was an amazing learning experience. I’ve sold about 15,000 copies across multiple books, which I’m proud of. But it’s become impossible financially. Board books have doubled or tripled in price. Storage and manufacturing costs are just too high for a one-woman business.

I tried to get a traditional publisher interested, but it’s tough. They want brand new ideas, not existing IPs – even if it has proven demand. So, I’m pivoting to Amazon’s print-on-demand model. It’s not perfect, but it’s cost-effective, sustainable, and accessible to customers globally.

You’ve described yourself as an introvert, yet you host a podcast and are exploring public speaking. How did that shift happen?

Honestly, a lot of it is thanks to Enterprise Nation. It’s like a comfort blanket. It’s been a constant presence throughout my journey. It has provided a safe, supportive space for me to try new things – attend events, enter awards, go to Number 10, even!

In 2018, I was a finalist for Female Startup of the Year. That and other Enterprise Nation experiences really pushed me out of my comfort zone. The more you do, the easier it gets. Confidence doesn’t just appear – it grows through practice. I’ve built a network through Enterprise Nation that’s helped me feel seen, supported, and connected, even as a solo founder.

For other founders, especially creatives or parents, what’s your advice?

Just start. Don’t over-plan. Test ideas quickly – launch, learn, adjust.

I don’t plan much – I tend to jump feet first. That might not be for everyone, but when you’re small, you can be nimble. You don’t need a boardroom full of people to sign off on your ideas. If something doesn’t work, pivot. You’ll learn so much faster by doing.

And please, stop comparing yourself to others. Social media can make it look like everyone’s smashing it, but most of us are just figuring it out as we go. Focus on your own journey and create a business that reflects you.

What’s your vision for the future?

I’d love to grow The Wild Scoop to a sustainable level and keep podcasting. I want to expand into public speaking and advocate for more engaging, meaningful early years education, especially around nature and climate awareness. Brain development is fastest in the first five years. If we can inspire wonder and compassion early, those values stick. That’s the big picture for me: not just running a business but making an impact on the next generation.

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