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.

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What 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 infashion

BAmBini FAshiOn

studiobambini.com 069 068 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!”