Sarah James began trading as Primrose Associates in 1989 with the ambition to source and supply quality fashion accessories for the childrenswear market in the U.K. Craig Robin joined the business in 1996 and Primrose Associates was incorporated as Primrose Marketing Ltd in 2000. The initial ambition remains and PML is therefore dedicated to providing quality products and a high class service to customers.

For trade enquiries please visit 

The business currently focuses on six core brands that are beautifully showcased on this website. By way of a brief history and background of the Brands..

Sarah started knitting her Merry Berries hats in 1989 (sadly she no longer has time for this very personal touch!) but we are delighted that they remain as popular as ever with discerning shops and websites. New designs are introduced each season and the much loved classics continure to enthrall new generations of Mums. All hats are made in the UK, sewn and finished by hand. Yarn is from a UK mill.

We were invited to be the U.K. distributors for Lollipop hair and fashion accessories in 1996. The hair accessory range has expanded to incorporate a comprehensive selection of school hair accessories making us a leading supplier in the U.K., supplying both childrenswear outlets and and school uniform stores.

We acquired the U.K. distribution of LA based Flap Happy in 2000. The LA based supplier of the original Flap Hat produces a range of sunhats and swimwear. Flap Happy has recently had a revival in popularity as its most popular sunhat styles (100% cotton of course) now have UPF50+  protection - a real boon!

Our hugely popular snake belts are Made in the U.K. from quality Italian elastics .

Hoopla ballet and party products are designed by a dear friend, Rose Richardson, who has wonderful ideas and a keen eye for fabric and design.  

Following customer requests we launched a small collection of delightful grosgrain bows in 2008 under our Primrose name. The range has  since grown significantly both in its selection of styles and in popularity.

So, should you require any childrens hair or fashion accessories, we hope that you will find your needs well met from the lovely products on this website.  N.B. Our trade website is

Best wishes

Sarah and Craig