“Caroline Beaton, mother of Jake, nine, and Ella, six, used to have a hard time finding furniture and accessories for her childrens’ rooms…

This is not forgetting the kids themselves, who, like Ella Beaton, have their own demands. “They’re cute and I wish I had some of them,” she says, pointing to a new range of children’s tableware from graphic design company Absolute Zero Degrees with tasteful “little pictures of hens and chicks and eggs”.

“Sometimes things are really pretty but sometimes things are really ugly that people can’t like,” she adds, eloquently summing up the need for good design. “People want it to look nice.””