New owners plan bright future for Twinkle Tots with more staff and flexible childcare options at the popular Endon day nursery

Experienced nursery manager Diana Hemmings is planning more flexible services to help parents juggling work and childcare after taking on the popular Twinkle Tots Day Nursery, Endon.

Diane and husband Neil Hemmings bought Twinkle Tots in late 2019, achieving Diana’s ambition to run her own children’s nursery following a successful career as a nursery manager and as a development professional for Pre-School Learning Alliance.

Now Diana is looking to build on Twinkle Tots’ good reputation by introducing more flexible childcare for families. Plans are already in place to employ additional staff and create a new apprenticeship role.

“Twinkle Tots is a fantastic nursery and has been valued by parents with young children over the years and I am excited to take it on and build on its successful foundations,” said Diana.

“For example, we are looking to provide more flexible care by changing the hours available. We’re looking at what parents want and that could mean earlier and later opening hours and more flexible care to cater for the needs of parents who may only want to bring their child for a few hours a day, as in the past the nursery hasn’t offered half days

“Twinkle Tots is in an excellent location in the heart of Endon and besides the major commuter route from Leek to Stoke-on-Trent. This gives us potential for growth and improved services. There is a large catchment area of parents living in Endon and nearby areas such as Brown Edge, and parents from further away will also look for the best place for their children along their route to and from work.”

Diana previously managed a nursery in Stoke-on-Trent and was successful in growing pupil numbers by offering an outstanding environment for children to develop in and flexible hours, to support parents’ busy lives.

“Twinkle Tots is popular with parents and attracts positive feedback on platforms such as our Facebook page,” said Diana. “Therefore, there are no plans to radically change the childcare and education, it is more about looking at where we can make small changes to make Twinkle Tots even more attractive.”

Diana brings with her knowledge and experience of the regulatory systems for early years education from her work with the Pre-School Learning Alliance and an earlier role with Stoke-on-Trent City Council as an early years development officer. She is joined in the business by her husband Neil who brings experience of running businesses in the hi-tech sector as a systems analyst and software systems builder.


For media enquiries contact Nigel Howle on 07760 2043436 or email [email protected].