As mums, we all know how quickly childhood slips through our fingers. One minute you’re cradling a newborn, and the next you’re waving them off at the school gates. Those first tiny shoes, scribbled drawings, or favourite teddies aren’t just “things” – they’re little pieces of our children’s story. But in the middle of family life, with toys, schoolbags, and endless laundry taking over the house, it can be hard to keep those treasures safe. That’s why TV personality and mum-of-four Amy Childs has joined forces with London’s Attic Self Storage to launch the Memory Box campaign. Designed with busy families in mind, the campaign inspires parents to create their own special memory boxes – a simple, clutter-free way to preserve the moments that matter most.
Amy, who was raised in Barking, has put together special memory boxes for each of her four children. Inside, she’s preserved treasures like hospital bands, first birthday cards, and handwritten notes – each carefully chosen to reflect their individual journeys. For Amy, the beauty of a memory box lies in curating the items that genuinely capture a moment, rather than holding on to everything, making it both meaningful and manageable.
In order to help parents get started, Amy has shared her top five tips for creating a memory box:
- Be Selective: Choose items that tell a story, not everything you’ve collected.
- Save the Milestones: First outfits, first scribbles, birthday cards.
- Let Go of the Guilt: Donate or recycle duplicates and bulky items.
- Protect What You Keep: Use a sturdy box, acid-free paper, and labels.
- Think Beyond the Box: If you run out of space, self-storage can help keep memories safe without overwhelming your home.
Attic, which has new sites in Barking & Dagenham and Enfield, says the campaign is about more than storage, it’s about celebrating the emotional value of the things families choose to hold onto.
“We believe storage is about more than just square footage – it’s about making space for the things you love,” says Sophie Bagnall, Marketing Director at Attic Self Storage. “Our new store openings in Enfield and Barking & Dagenham are a chance to give back to the communities we serve by helping families protect and preserve the memories that matter most.”
With Londoners living in smaller spaces and juggling increasingly busy lives, the importance of preserving what truly matters, and letting go of the rest, has never been greater
Read Amy’s full guide here:
