Emma Parry

Emma and Bryn Parry set up Help for Heroes (H4H) in 2007 to provide direct, practical support for wounded Servicemen and women. In just three and a half years H4H has raised more than £100 million and has become one of the most successful British charities of recent years.

Emma is Managing Director of Help for Heroes Trading Ltd, which sells over 500 H4H branded products on the H4H shop website, www.shop.helpforheroes.org.uk. H4H is a family brand with family roots. Emma's youngest daughter, Louisa, devised the inaugural product sold; a wristband in the three colours of the army, navy and RAF, which then became the core colours of the charity.  The charity has sold many millions of these iconic bands and they continue to be a best seller.

The shopping ethos is to provide well priced, practical, durable, functional and aesthetically pleasing products that appeal to all the family. H4H strives to be 100% efficient and currently every penny donated to the charity goes towards helping our wounded and not to overheads.  The trading function is the charity's biggest single donor and in 2010 donated over £2 million to the charity.

EMMA'S FAVOURITE SITES

Cotswold Outdoor Clothing - I am passionate about outdoor adventure. I took part in the Help for Heroes 100 km Sahara Trek and also climbed Kilimanjaro.  I learned the hard way that not buying decent kit can make expeditions really unpleasant. Bryn persuaded me that it was money well spent on good quality equipment when adventuring in extreme conditions.  However, it does go against my frugal instincts; I definitely have a ‘make do and mend' philosophy!  But I have seen that investing in quality, durable equipment pays dividends. Cotswold's is one my favourite places to shop for good kit.

Wiggle - Wiggle is brilliant for cycling gear. I have done five long distance cycling expeditions and good cycling kit keeps you as comfortable as possible. Comfort on a bike can only be achieved by wearing good padded shorts, and Wiggle sell great padded shorts designed for women. They offer a great range of prices and brands which balance the stylish, aesthetic and functional. My son Tom's motto is ‘be bold, start cold' but I like start off a bike ride with a couple of layers, which I can always take off when I've finally warmed up!

Lakeland - I am addicted to Lakeland as I love cooking.  I use baking as means of unwinding after a busy day at the office and I love the fact that Lakeland also has everything you need to keep the house spick and span.  Every six months or so I treat myself to a little Lakeland spending spree, updating old tins and buying the odd gadget.   I am definitely in charge of the Parry Household and am used to juggling a fine balance between zen and chaos. Lakeland helps me find that zen.

Phase Eight - As I reached my fifties I realised that I had to adjust the clothes that I was wearing, and wanted to do that without having to sacrifice style. I love Phase Eight because the cut of the clothes fit me well and I can buy them online, confident that I won't need to try them on beforehand.  Also it's not ridiculously expensive. I like to think of it as a conservative chic, which works for me. I use my 23 year old daughter Louisa as my personal stylist and barometer of clothing success. If she likes it then I am happy.

BBC Recipes - Baking is my secret passion, I find it so cathartic. Recently I made a friend's wedding  cake. It was a three tier Sunflower themed cake, and I did everything apart from placing the small icing sunflowers on the cake. Bryn insisted on doing this bit as he is also an artist, so has a keener eye for design and is far more patient than me! I love having friends over for kitchen suppers and rustling up something out of the ingredients I have in the fridge - "waste not, want not" is my motto! My first port of call is always the BBC recipes website to give me inspiration, they never let me down.

4 July 2011