Share
From Birth to Business
12 | Earthlings United with Anna Babidge | Ethical kids clothing brand, sustainable manufacturer, trade show tips, Shopify apps, influencer marketing
•
Anna Babidge is the founder of Earthlings United, a kids clothing brand created from a desire to reduce waste and design clothes that truly fit for longer. Inspired by watching her children quickly outgrow their wardrobe, Anna set out to create timeless essentials that adapt across multiple growth stages. What began as a single pair of well-loved shorts becoming the prototype for her first product evolved into a clear mission to rethink how often parents need to purchase new clothes.
In this episode, we explore the early development of Earthlings United, from sketching her initial concepts to navigating a long sampling process. Anna shares how she built her tech packs, met sustainable manufacturers through trade shows, and eventually partnered with a factory that uses natural mineral dyes for long lasting colour. She talks about the realities of securing her first production run with higher minimum order quantities than ideal, funding the business alongside her brother, and learning the importance of starting with smaller runs wherever possible. We also discuss her gentle approach to influencer gifting, the introduction of an affiliate program, and how she balances organic community building with paid advertising. Anna walks us through the digital tools she relies on, including Shopify, Hotjar, Judge.me and Tolstoy, and how each helps strengthen her online customer experience.
Anna’s story is a beautiful reminder of the power of thoughtful design, sustainable choices and backing an idea that won’t leave you alone. You can join the Earthlings United community here or explore their fit-for-longer collection online.
More episodes
View all episodes
15 | jeanie baby with Imogen | Stainless steel baby tableware, product idea validation strategy, pre-launch share to 1.2M followers, founder-led TikTok content, manufacturer sourcing via Alibaba
33:37|Imogen is the founder of jeanie baby, a premium stainless steel baby tableware brand created after she started solids with her first born. With so much noise in the feeding space and growing concerns around silicone, plastic and bamboo alternatives, Imogen set out to design a safer, more durable option for everyday mealtimes. In this episode, Imogen takes us through the journey of bringing jeanie baby to life while working part time and navigating early motherhood. We talk about validating the idea through surveys and search data, researching materials and why stainless steel stood out as the safest option for babies starting solids. Imogen shares how she approached finding a manufacturer through Alibaba, narrowing suppliers based on quality, communication and trust, and navigating multiple sampling rounds to get the materials, silicone grade and finishes right. We also explore the realities of launching lean. Imogen breaks down her initial investment of $30k, the trademarking learning curve and how she balanced perfectionism with moving quickly when unexpected demand hit. She shares how founder-led content on TikTok and Instagram helped build early awareness, the organic moment that led to a major influencer sharing jeanie baby before launch and why she chose to open pre orders earlier than planned. We chat about Meta ads, email waitlists, influencer gifting, reviews and the tools she relies on to run the business, including Shopify, Klaviyo and Judge.me.You can explore jeanie baby online or follow as Imogen continues to grow the brand alongside motherhood.
14 | Little SOHLS with Victoria | Vogue-featured toddler shoes, multiple viral sell outs, bootstrapped success, Loox tiered review system, trade expos, brand collabs
46:48|After more than a decade in agency life, Victoria found herself facing a very different kind of brief once she became a mother. Her toddler refused to wear shoes, despite her investing in well known brands, and that daily battle led her to question how children’s footwear was being designed in the first place. That question became Little SOHLS, a children’s shoe brand built around healthy foot development, comfort and design that parents can trust.In this episode, Victoria walks through the realities of building a footwear brand from scratch without prior industry experience. We talk about educating herself alongside paediatric podiatrists, cold emailing manufacturers, navigating multiple sampling rounds and knowing when to walk away from a factory that couldn’t meet quality standards. She shares how the business was initially bootstrapped with a modest budget, why she launched using existing moulds and how reinvesting early revenue allowed her to later create custom designs.The conversation also explores what growth actually looked like in the early stages. Victoria reflects on launching without a formal marketing plan while caring for a newborn, building community through direct conversations with customers and personally collecting reviews to strengthen trust. We discuss the role of Shopify, review incentives, Meta advertising, brand collaborations and trade shows in scaling the business, alongside the unexpected moment Vogue reached out just months after launch. You can explore Little SOHLS online or follow along as the brand continues to grow here.
13 | Hackerlily with Laura Campbell | HipSurfer baby carrier, PR launch strategy, national TV coverage, expert endorsements, community driven content, Amazon, 3PL
44:35|Living with chronic pain while carrying her children led Laura Campbell to question why baby carriers were so often uncomfortable, impractical and short lived. What started as a personal frustration became Hackerlily, a thoughtfully designed, doctor approved baby carrier and bag created to support parents properly through everyday use.In this episode, Laura shares what it really took to bring the HipSurfer to market. We talk through validating the problem, navigating a long and detailed prototyping phase and finding manufacturing partners who could meet both functional and quality standards. Laura also explains how she focused on building credibility before launch through PR, awards and expert endorsement, and how Amazon has played a role in helping the brand reach a global audience.The conversation offers a grounded look at building momentum without rushing growth. Laura reflects on the value of timing, making clear decisions around risk and staying focused as the business evolves. We also explore how community support helped shape her content and why founder led storytelling continues to sit at the heart of the Hackerlily strategy. You can discover more about Hackerlily by joining the community here or exploring their range online.
11 | WriggleBum with Beck | Nappy change harness, innovation patent process, researching online mother’s groups, micro-influencers
47:49|Beck’s journey to launching WriggleBum, a harness designed to make nappy changes quicker, easier, and less stressful for both babies and parents, began during her maternity leave. Frustrated by the challenge of changing her own wriggly baby, she visited multiple baby stores in search of a solution, only to find that nothing met her needs. Turning to online mothers' groups for insight, she validated the problem, refined her product idea, and set off on a mission to build a brand she was passionate about creating.In this episode, we explore the evolution of WriggleBum, from its initial concept to prototype development. Beck shares her experiences working with multiple manufacturers, navigating minimum order quantities, and securing a patent for her innovation. She also discusses how her approach to influencer marketing has evolved, highlighting her current strategy of connecting with smaller content creators for better ROI. Beck explains how she built her online store on Shopify, uses Klaviyo for email marketing and reviews, and personally manages her Meta Ads campaigns.Beck's story highlights the realities of running a product-based business while juggling part-time work and motherhood. The upside of long-term sustainable growth and moving through open door opportunities with confidence. You can join the WriggleBum community here or shop their products online.
10 | Lacevo with Sally Grice | Hands-free breast pump, strategic growth, retail partners, baby expos, trademarks, global business, manufacturing in China
39:39|Sally Grice is the visionary founder of Lacevo, a brand dedicated to transforming the breastfeeding experience for modern mothers. With nearly two decades of product development and manufacturing experience, Sally is a seasoned business owner who faced a significant challenge when she returned to work just two weeks after giving birth to her second child. Frustrated by inadequate pumping options, she was determined to create a solution that truly meets the needs of mothers.In this episode, Sally shares the extensive journey of Lacevo’s development, from finding the right manufacturer to placing women’s voices at the heart of the design process. We discuss the importance of thorough testing and genuine feedback, ensuring that Lacevo products are comfortable and accessible straight out of the box, and the brand’s commitment to offering multiple sizes to cater to all mothers.Sally also highlights Lacevo’s strategic growth, including a sell-out launch at major baby expos in Australia and the US. She shares her exciting and aligned retail partnership with The Memo, and how she's using #gifted to get started with influencer marketing. Discover more about this award-winning product-based business by joining the Lacevo community here and shop their products online.
09 | Hello Samah with Samantha Waterhouse | Inflatable pools, organic growth, influencer collaborations, fulfilment centre, shipping expenses
36:38|Samantha Waterhouse's journey as the founder of Hello Samah, a hub for summer essentials, commenced with a longing for the freedom of self-employment. The inspiration for her business struck during lockdown's peak, prompted by her friend's disappointing encounters with inflatable pools. Sam saw an opportunity to create something better – a smaller, sleeker, and higher-quality version. This idea propelled her into product development, supplier sourcing, collection design, and ultimately, taking a leap of faith.In this episode, Sam shares key insights from her business journey, including her hindsight wish to launch with a smaller product due to shipping challenges and a lower minimum order quantity. She discusses the financial impact of using a fulfilment centre, her preference for organic influencer collaborations, and the unexpected success of wholesale partnerships. She also delves into the process of transitioning her website from Wix to Shopify, utilising Klaviyo to nurture her customer base, and simplifying accounting with Xero.Sam's story is a candid portrayal of the multiple roles we juggle as mothers, entrepreneurs, and partners. She emphasises the importance of avoiding self-imposed pressure, steering clear of comparisons, and staying focused on your own journey. Join the Hello Samah community here and explore Sam's latest products online.
08 | Buggalugs with Jasmine | Universal pacifier case, manufactured in Australia, sustainability, baby and retail expos
41:26|Jasmine created her product-based business Buggalugs to solve a problem she was very familiar with, constantly losing her baby's dummy to the unhygienic depths of her nappy bag. After extensive research she failed to find an eco-friendly, sustainable and non toxic universal pacifier case that met her needs—so she created her own. After a long two year development journey, Jasmine successfully launched a beautiful product that is made and manufactured in Australia with the planet and our bubs in mind. In this episode Jasmine shares how she partnered with an engineering group to help her with 3D designs, samples and finding a sustainable manufacturer. How baby and retail expos are a huge part of her marketing strategy and have allowed her to move her first purchase order of 2500 units. We talk about the Buggalugs TikTok content to showcase purposefully designed features, how Shopify integrates with so many useful apps and why Jasmine uses giveaways on Instagram to increase brand awareness. Jasmine's story touches on so many facets of thoughtful development, launch and growth when it comes to starting your own product-based business. You can join the Buggalugs community here, purchase a colourful pacifier case online or via one of Jasmine's 20 stockists!
7. 07 | Charlie Helena Collection with Renata Cruice | Bohemian-inspired baby outfits/accessories, crazy low MOQ of 30 units, market research strategy, customer engagement
44:41||Ep. 7Renata Cruice founded her bohemian-inspired baby brand, Charlie Helena Collection, based on a solid understanding of her ideal customer and their needs. Committed to creating a product-based business that was not only beautiful and low tox but one that was kind on the wallets of every family. In this episode Renata details how she used market research to inform her first five products, her savvy determination to find a manufacturer with a low minimum order quantity and the value she places on the constant feedback of her customers. Renata reflects on the decisions she made early in her business and how in hindsight she wishes she called on the expertise of others rather than tackling many aspects as a (in her words) rookie. We talk about Shopify and Instagram as her main digital channels, how she opts for lifestyle photography in her product listings and the future of this beloved brand, now also featured in Vogue! The CHC story advocates for finding your own way, ignoring the oversaturated industry remarks of others and doing it all (so incredibly well) with two kids under two. You can join the CHC community here and check out Renata’s timeless products online.