Middle East Retail Forum (MRF) 2023

Sarah Jones was bitten by the bug at just 14, when she set up a profitable eBay business importing items from across the globe and selling in the UK, igniting a love for e-commerce and developing an acute business mind in the process. Four years later, a degree in economics at Edinburgh University beckoned, which not only heightened Jones’s financial acumen, but also her highly competitive nature. Her placement at Deloitte London in the retail M&A team led to an international secondment in the Middle East just a few years later. Which is where the Mini Exchange story began. Spotting a gap in the market on arrival, Jones secured funding for Mini Exchange in a matter of months, growing from an exchange platform for parents to a hugely successful e-commerce venture in just two years. With fresh ideas and innovations, Jones has never lost the thirst for clinching a business deal first-hand and is a self-confessed workaholic. In 2016, Jones turned her attention to growing the brand portfolio to include ‘At Home’ and Pre/Post Pregnancy ‘Get Fit’ categories, thus paving the way for Mini Exchange to evolve and become Sprii.com – a destination providing Everything For Mums. A natural extension for the online portal, a brand refresh followed in early 2017 to establish this as the core proposition of the business, focusing on top categories and products required by the modern mothers.