1. Far Right: Oobi Baby's
playful Cherry Check
and Apple prints are
a nod to the brand's
signature style.
Below: Classic eeni
meeni miini moh.
066 studiobambini.com
W
hat does it take to go the distance in the world
of children's fashion design? We chat to five
innovative Australian brands who, in an age of
throwaway fashion, still strive to design and manufacture
quality products that don’t cost the earth.
Oobi Baby
When you’re in the business of being creative, taking
risks becomes part of the job description. Sydney-based
children's wear designer Alexandra Riggs knows this all
too well. Her boutique label, Oobi Baby, is celebrating its
tenth year in business and, as the company's founder and
creative director, the learning curve never stops. The key
to managing this process, she insists, is to trust yourself.
“In ten years you make every mistake. I’ve made every
mistake, learned from my mistakes, and then made them
again!" Alex says. “That’s how it works – you have to have
the leeway and the confidence to try, try and try again.
When you run your own company, that can be scary and
costly, but it can also be very rewarding.”
The payback is clear. As loyal customers spread the word
and industry reviews heap Oobi Baby with praise, Alex has
seen an overwhelming demand for new ranges in Australia.
As the newlywed continues to pour fresh vigour into her
work, further a field, overseas buyers are catching on.
“We’re getting them excited by what Australians can
do and achieve,” she enthuses. “Maybe I’ll get a bit of
sleep in 2014, but I doubt it!”
Dream then do
If you want to take a plunge into the industry, it’s important
to take hold of the basics. The end user is your priority.
“Can they play, dance, run, move?” Alex asks. “Are they
happy, comfortable, inspired, looking and feeling good?”
Once you’ve got that set in your mind, “Go for it!” she
encourages. “Get your first range out there and sell it hard.
Hit the streets, visit shops, check out web stores – however
you need to get your ideas out there to the public, make
it happen. “You can’t succeed by just dreaming.”
eeni meeni miini moh
If you want to craft your creative ideas into a business,
there’s no set pattern to follow. But it’s important that
you’re made of the right material.
“You need vision, passion and determination,” says
Elizabeth O’Conner-Cowley, the owner and designer
of children’s label eeni meeni miini moh.
Elizabeth’s vision for her future business came about
while she was in Europe in 1999. Two years later, her
business was born. Now 12 years old, the brand was twice
celebrated at the NRA Australian Fashion Design Awards and
became the first to represent Australia at the prestigious
Italian children’s fashion fair, Pitti Immagine Bimbo.
“We showcased alongside global designer labels,
such as Armani Junior, Burberry and Hugo Boss,” recalls
Elizabeth. “It was an enormous privilege for our brand.”
Her designs certainly capture the imagination of
high-profile clients. Elizabeth’s quality threads have
been spotted on the children of Cate Blanchett, Hugh
Jackman, Naomi Watts and Miranda Kerr.
“I still pinch myself when I see one of our designs
on someone famous,” she laughs.
Away from runways and celebrities, Elizabeth credits
her success to her own gorgeous boys – Emrys, 12, and
Anslem, nine – and her husband Phillip, who also
works full-time for the business.
The secret recipe
For Elizabeth, as with many working parents, the time
demands of the business continue to test her ability to
achieve a work-life balance.
“I'm not so good at finding that yet,” she confesses.
“If anyone with their own business has the secret recipe,
please let me know!”
But Elizabeth does have insights into making it in the
children's fashion industry that she’s keen to share.
“Follow your dreams. And have a point of difference
from your peers. We don't follow trends at eeni meeni
and we never have. We look to create timeless pieces."
Crafting beautiful clothes for kids is no child’s play. As independent Aussie designers
measure change across the decade, Erin Smith unpicks the stitches of their success.
she’s in
fashion
bambini fashion

2. studiobambini.com 069068 studiobambini.com
Above, left: buy any
of Eternal Creation's
ethically produced
designs and you
can 'meet' the tailor
on the Fair Trade
company's website.
bambini fashion
Above, left: The
name says it all for
Bright Bots designs
– fun and colourful.
Above, right: The
ever-popular
minimink blanket
is a favourite for
babies, children
and adults alike.
Minimink
Whether she’s looking at nature or thumbing through
magazines, Ally Schulz – the owner and founder of
Australian faux fur products brand minimink – fuels
her business with the inspiration she finds in her own
children and everyday things.
Her budding brand came to life when Ally decided to
take some luxurious faux fur and design a gorgeous and
functional wrap for her baby boy, Emery.
Now in its tenth year, the business has products in
stores all over the world that cater for newborns right
through to adults.
“Looking back, it was so much easier ten years ago!”
Ally admits. “Everyone seems to be doing it so much
harder now as costs have gone up that much more.”
But while the going is tough today, Ally says it’s
important to take advantage of technical advances that
allow us to do business on our terms.
“It’s always a juggle, but using a Blackberry means
I can work from anywhere.”
Family first
For this business owner, flexible work arrangements
enable her to spend time with her children – Aria, 15,
Emery, 11, and Mietta, eight.
“It gives me the freedom to be able to do the school
pick-up and be there for after-school activities,” Ally
confirms. “As long as the kids can look back on their
childhood and feel that mum was there more times than
she wasn’t, then I’ll be happy.”
Of course, tests remain away from the schoolyard. In
the past, Ally has had to sidestep unwise partnerships with
some distributors and agents. But for anyone who’s
looking to join her in the industry, she has one line of
advice: “Be prepared to work very hard!”
Bright Bots
One vital lesson that beloved Aussie brand Bright Bots can
teach us is that you won’t survive in a changeable fashion
industry without durable products and a flexible attitude.
Established in 1997, Bright Bots was so called because of
the brightly coloured cloth nappies it made for little bottoms.
Since then, its stock has expanded to include five clothing
ranges, found in stores across Australia and New Zealand.
In spite of its solid history, Bright Bots is not immune
to the continuing changes of the fashion world.
“With the internet and the high Australian dollar, overseas
brands are entering the market as never before,” explains
Susan Connor, who has spearheaded the business for the
last 14 years. “Remember to keep supporting your Australian
independent retailers and designers.”
A global taste for online shopping is not the only sales
hardship. The downward pressure on price from department
stores continues to affect smaller retailers.
“It’s very hard to compete with the buying power of
these companies,” Susan admits. “But we continue to offer
great quality clothing that can be passed on. Every now
and then we get an email about how our clothes have
lasted through four children!”
Pillars of strength
As a mother to her nine-year-old son, Harrison, Susan’s
devotion to quality products has never been stronger.
And while she freely admits that bringing up a growing
business and a growing boy has its fair share of difficulties,
she knows there are ways to prioritise her time.
“I don't sweat the small stuff – like housework!” she
laughs. “And I try to devote my weekends to my son.”
Sharing school runs and holidays with her husband
and mum, Susan finds encouragement close to home.
“I’m inspired by women, such as my mum, who
worked so hard to provide for their children and to edge
women into the workforce,” she says. “We’re seeing much
better representation for working mums, but there’s still
a long way to go.”
Eternal Creation
Frances Carrington is an Australian business owner
with an altogether different view of the world.
“The local mountain, which you can see from
our workshop, is known as Moon Peak,” she says.
“It’s 4,600 metres high!”
Born in Western Australia and raised in New South
Wales, Frances discovered her business dream during
a two-year volunteer project in India. “I really wanted to
come back because I felt like I could offer more,” she
explains. “Of course it completely changed my life.”
Together with her husband and two children, Frances
now lives and works in Dharamsala, India. There, in the
foothills of the Himalayas, she set up a tailoring centre
and trained local, underprivileged people.
Now, as one of the biggest employers in the area,
Eternal Creation continues to produce stunning Fair Trade
fashion – and a better quality of life for its staff.
Furnished with a free baby room for mothers, the
company provides financial aid for staff and next hopes
to pay their school fees.
“The object of the business was never to make loads
of money,” Frances confirms. “It was to work with the
disadvantaged people of India.”
Beating the obstacles
As the business juggles language barriers, multiple religious
holidays, extreme weather conditions and regular sickness,
Frances admits the challenges have gone back to basics.
“It’s a very good day if you have internet, telephones,
electricity and water!” she laughs. “Here, things don’t
always turn out as you think!”
As ever, it’s these obstacles that frame Frances’
achievements. “We've provided a stable work environment,
free of prejudice, for people who really wanted to improve
their lives but had never been given a chance.
WANT TO KNOW HOW TO
SURVIVE THE INDUSTRY?
Those in the know share their top tips for running
a successful children's fashion label:
Elizabeth O’Conner-Cowley from eeni
meeni miini moh in Queensland: “Remember
that it’s your assets on the line. A detailed business
plan is absolutely essential.”
Susan Connor from Bright Bots: “Get a feel
for the industry. Offer your design services
freelance to another label so you can start to
understand the design and production process.”
Frances Carrington from Eternal Creation in
the Indian Himalayas: “Be responsible about the
production process. Really look into where your
designs are being made.”
Alexandra Riggs from Oobi Baby in Sydney:
“Be true to your design aesthetic, your work
ethic and your principles. That way you can
always hold your head up high.”
Ally Schulz from minimink in Victoria: “Make
sure you have an absolute passion for your product
and the ability to keep positive – consistently!”