Bringing Storytime to Life: How Sandra Falque is Redefining Play with Jules Stories

In a world dominated by screens, Sandra Falque is on a mission to rekindle the magic of imagination through the timeless art of storytelling. She’s the creator of Jules Stories—a voice-activated, screen-free companion designed to ignite curiosity and creativity in young minds. But Jules is more than just a toy; it’s a smart, customisable companion that evolves with your child, encouraging meaningful and mindful play. Through the use of interactive audio adventures and guided prompts, Jules encourages open-ended play, which sparks curiosity, helping to nurture emotional intelligence without the over-stimulation that often comes with screen-based entertainment. The device also promotes meaningful moments with families, supporting both independent play and family connection. In this candid interview, Sandra shares the inspiration behind Jules, the challenges of building a hardware product from the ground up, and her vision for a more imaginative and inclusive future of play.

MR: What first inspired you to create Jules Stories? Was there a particular moment or experience that sparked the idea?

SF: As a child, I had a wonderful grandfather who would craft stories for me. I would give him something simple like "a tree" or "a bee," and he would create a magical story, often asking me questions along the way. I now do the same with my kids, and they absolutely love it. I thought, “What if other kids could experience this without needing a screen?” It felt like a solution to a big problem that many parents face today.

MR: Aww, I love that. I think it is so important to help nurture your child's imagination and keep the magic alive in them so that when they grow up, they still have that spark inside of them. ​I'm sure this is something they'll do with their kids when they get older.  As a mother of three, how did your own parenting journey influence the creation of Jules? In what ways did your children's needs and play habits shape the product?

SF: Creating Jules has been a family decision from the start. Inspired by my kids and shaped alongside them, I asked them, "Would you like to have a toy that can tell you any story you want and invite you to play games and solve riddles?" Their excitement at the idea was the turning point — I couldn’t turn back after that. I wanted to show my children that it’s okay to dream big and pursue those dreams, no matter the obstacles.

MR: You have a background in innovation and tech — how did that expertise guide the development of Jules? And did your children play a role in testing or inspiring specific features?

SF: Before going full-time on Jules, I spent 2024 as AI S&T Lead for a tech organisation, where I spoke extensively about the potential and ethical implications of AI. This experience helped me understand the risks and possibilities of AI, especially in the context of children. For Jules, we’ve focused on restricting the use case to ensure it’s super safe and easy for kids while still maximising the educational impact.

MR: What were some of the biggest challenges you encountered while bringing Jules to life? How did those challenges shape the final product or your perspective as a founder?

SF: The biggest challenge has been on the hardware side. We had a limited budget, so we couldn’t afford advanced microphone parts, which caused some echo in the interaction. This is the type of issue you only encounter at a large manufacturing scale, but my amazing CTO, Adam, found workarounds. Finding someone like him — highly experienced in hardware, software, and with a background as an EdTech founder — was also a huge hurdle, and I’m incredibly grateful to have him on board.

MR: In your view, what sets Jules Stories apart from other educational toys on the market?

SF: Jules stands out in many ways. First, it’s powered by voice-to-voice technology, making it incredibly intuitive and easy for kids to use. It’s minimalist, which keeps it simple, but it’s also powerful in terms of the breadth of what it can teach. Jules uses stories, a proven tool for memory retention and learning, to make education fun and personalised. The best part? It grows with your child.

MR: That's awesome! My daughter loves talking to our Google Home, so I know she would love something like this. Why was creating a screen-free experience such a core priority for you? What do you believe children gain from voice-first, screen-free interaction?

SF: Creating a screen-free experience was a no-brainer for me. Screens are damaging to kids’ cognitive development, attention span, listening skills, and physical health. I think if an alien visited Earth, they’d notice how glued to screens we are, and I don’t want that for my kids. Even though it’s harder to build a toy than an app, it was essential to offer a safer, healthier alternative for children.

MR: Jules uses AI in a very child-friendly way. Do you see AI becoming a standard in the future of educational toys? What role do you think technology should play in children’s playtime?

SF: AI has great potential in education, particularly when it can adapt to a child’s level and provide personalised learning experiences. Not every child has access to individualised education, and AI can bridge that gap. However, human interaction and social play will always be fundamental. Technology should be a supportive tool, but real-world interactions with teachers, peers, and family are irreplaceable.

MR: Looking ahead, what are your hopes for Jules Stories in the next two to three years? How do you see the brand growing?

SF: I hope that Jules can make a significant impact, initially in the UK, followed by Europe and the US. I’d also love to expand Jules to be a resource for kids with special needs, such as those with autism or ADHD, as well as those in hospital environments or who are socially isolated.

MR: That's a great idea, but what safeguarding measures and safety protocols will you have in place to ensure Jules is a trusted and secure resource for children, especially those who are more vulnerable, like kids with special needs or in hospital settings?

SF: Safety is at the heart of everything we do at Jules Stories. We're building a dedicated safety layer on top of the large language model (LLM), which filters, restricts, and shapes the AI’s responses to ensure they are age-appropriate, safe, and meaningful. We're limiting data access, running extensive prompt testing, and working closely with a collective of UK primary school teachers to gather ongoing feedback on both the content and how it's delivered.

This isn't a one-off consultation—we’re committed to continuous collaboration with educators, especially as we explore how Jules can support children with additional needs or those in more vulnerable environments. The aim is to combine thoughtful design with real-world feedback, so that Jules not only protects children but truly supports their development.

MR: Can you share any hints about upcoming features or product expansions you're excited about?

SF: While we’re still in the early stages, we’ve already added dynamic lighting effects that adapt to the child’s voice and emotions. I’m excited to expand on that, offering more voice options, music, and learning opportunities in areas like mindfulness, STEM skills, and physical activity.

MR: Are you collaborating with people in those fields?

SF: Yes—we’ve started collaborating with a group of teachers through a network called Learn Happy, including staff from a Primary School in South West London. They’ve been an invaluable sounding board for educational and behavioural input. And this is just the beginning—we plan to expand this collaborative network in the coming months as we shape new content areas like mindfulness, movement, and early STEM.

MR: As both a founder and a parent, how do you personally define success for your company and for your family?

SF: To me, success is already here. I am doing something I am passionate about that is hopefully going to make a positive impact, while also being flexible enough to be present for my kids and do something that makes them proud. Now, it’s about making Jules sustainable for us and the team, while expanding its impact for children everywhere. I'm really excited about what comes next.

I should also mention that we’re gearing up for our pre-launch in just a few weeks, which is an exciting step for us as we work to bring Jules to more families.

MR: You mentioned an event when we spoke on the phone. Can you share the details with me?

SF: Yes! We’re gearing up for Jules’ official pre-launch in the next few weeks, which will give early supporters a chance to pre-order before our first production run. We’re aiming to deliver by Christmas.

And I’m thrilled to share that we were recently awarded Best Female-Founded Startup by Businessette at the London Female Founder Summit on April 30th. That kind of recognition means a lot—it shows that others believe in the impact Jules can make for families.