Meet the Woman Who Gave Up the Corporate World to Reimagine the Tooth Fairy

When Emma Duffy (44) walked away from a successful career in the corporate world, she wasn’t chasing the next step on the ladder, she was chasing magic. Specifically, the magic of childhood, imagination, and one of the most beloved traditions of all: the tooth fairy.

Emma is the founder of My Forever Tooth Fairy, a beautifully crafted keepsake brand that’s turning fleeting childhood moments into timeless memories. But behind the light up lily pad and sparkly wings, is a smart, purpose-driven businesswoman who’s built a company rooted in emotional connection, sustainability, and growth – and her story is one every CEO needs to hear.

From Boardroom to Bedroom Stories

Emma’s former life was one of spreadsheets, quarterly targets, and back-to-back marketing meetings. While she thrived in high-pressure environments, it wasn’t until motherhood that she realised how disconnected the corporate grind felt from the values she wanted to instil in her children and herself.

Emma felt a deep pull towards doing something more meaningful, something that aligned with the wonder and innocence of childhood.

The eureka moment came, fittingly, during bedtime. As her daughter clutched a recently lost tooth, Emma saw not just a milestone, but a memory begging to be preserved. What if, she thought, we could make the Tooth Fairy experience more meaningful, memorable, and magical?

That spark led to the creation of My Forever Tooth Fairy, a unique keepsake concept that goes beyond the simple coin-under-the-pillow tradition. With personalised letters, beautifully designed keepsake boxes, and a whimsical backstory for each tooth lost, Emma’s brand adds depth and heart to a ritual shared across cultures and generations.

Building a Business Around Emotion

What sets Emma apart isn’t just the product, it’s the intention behind it. She didn’t just want to sell a box; she wanted to build a brand that spoke to parents who value connection, sentiment, and conscious parenting.

By working with artisan creators, eco-conscious suppliers, and child development specialists, Emma ensured her business ticked more than just the “cute” box. It’s grounded in quality, safety, sustainability, and a bit of storytelling magic.

Magic and Metrics Can Coexist

Now leading a fast-growing e-commerce brand stocked in boutiques and cherished by thousands of families, Emma reflects on the shift from CMO to fairy godfounder, and what other CEOs can learn from her leap:

1. Follow the feeling

If something keeps tugging at your heart, don’t ignore it. The best ideas often come from personal emotion and instinct; those are powerful forces in business.

2. Don’t underestimate the power of small moments

The tooth fairy might seem like a tiny niche, but it’s a gateway to something bigger: memory-making. Find the emotional core of your offering, however small, and build from there.

3. Purpose is the ultimate differentiator

Consumers are savvy nowadays and they want to buy from brands that mean something. Make sure your ‘why’ is as strong as your ‘what’.

4. Be prepared to unlearn

Corporate habits don’t always serve you in entrepreneurship. I had to get comfortable with flexibility, messiness, and intuition. Letting go of rigid frameworks and habits created space for creativity.

5. Surround yourself with believers

From mentors to manufacturers, I chose people who got the vision. Your support system should reflect the world you’re trying to build and its crucial to developing a successful business.

So, what’s Next for My Forever Tooth Fairy?

Emma’s vision is growing. With plans to grow the fairy collection further, starting with a male fairy, Emma’s turning My Forever Tooth Fairy into a heritage brand that celebrates the magic of growing up. As for those still stuck between a ‘safe’ career and a risky passion? Emma believes you don’t have to burn everything to the ground overnight. But if an idea won’t leave you alone, encourage yourself to give it wings, because you never know just how far a little fairy dust can take you.