A warm welcome for Tiina

Crewroom's new Northcote Road store manager Tiina Mielonen arrives in Nappy Valley with a wealth of experience of dealing with children – in her last job her customers included the families of footballer David Beckham, actress Sienna Miller and pop star Lily Allen.

Tiina, who celebrates her 29th birthday next Thursday, is originally from a small town near Helsinki in Finland, and she has just qualified as a Personal Trainer. She enjoys mountaineering and is also a dedicated runner. "I run home seven miles from the shop on most evenings which helps keep me fit,” she says.

Later this month, Tiina (pictured above, left, climbing Ben Nevis with her friend, Anne, last year) is competing in the Royal Parks Foundation Half Marathon on Sunday October 11, and is hoping to beat her personal best time of 2hr 8 minutes. “Quite a few of our customers at Crewroom are runners themselves,” adds Tiina, “so I guess it helps that I, too, am a keen runner.”