Mum Jenny Mortimer was at the end of her tether trying to find a cure to ease her three sons’ unbearably itchy skin condition.
The 32-year-old had tried numerous creams and ointments on eight-year-old Kyle, Hugo, five, and two-year-old Nate, but nothing would help their eczema - until she looked online and tried organic cotton clothing as a last resort.
Within seven days the youngsters’ red, raw patches of dry skin had cleared.
And former financial services manager Jenny, of Aston, was an immediate ‘convert’.
She said: “It did make a real difference, the only downside was that it wasn’t very easy to get hold of organic cotton clothing.
“There was nowhere on the high street selling it at all and now there is only one shop - but even that is really plain clothing like vests.
“It was so frustrating.”
After spotting a gap in the market, Jenny decided to help other families with eczema and launch her own online boutique stocking colourful organic clothing from independent suppliers all over the world.
Kyle, Hugo and Nate are involved in the venture too, as quality testers - wearing all items to test for high standards before they are stocked on www.kynaboutique.co.uk.
Dad Jamie has also turned to the method to ease his own eczema.
Mums are now snapping up orders of organic cotton, which is said to work because no pesticides are included in its production.
Jenny, who now packs orders and tracks down suppliers as far away as Finland from her house on Aughton Lane, while looking after the boys at home, said: “It is a lot of work and completely different to what I did before!
“But I won’t sell anything that my boys haven’t tried first because I like to be confident that it is a quality product.”