Amie wanted the best for her daughter and for Amie the best meant going natural. Here, she explains how this motivated her innovative business venture.
You think it would be common sense; natural products are better for babies. Not only are synthetic fabrics harsh on your baby’s sensitive skin, not renewable and not biodegradable, but they also lack many of the benefits of natural fibres. This is because unlike synthetics, the natural fibre Merino breathes and controls moisture. This gives Merino the natural ability to respond to changes in temperature, keeping young ones cool when it is hot and warm when it is cold, this is why Amie believes Merino is a true wonder fibre.
Amie Nilsson was inspired to create Merino Kids when she wanted to sell baby products with a difference. Amie explains, “I wanted to make a change and provide 100% natural sleep solutions that are practical, durable, and functional, the reward is giving parents the option to give their children the very best natural start in life.”
By doing this, Amie believes that Merino Kids will not only become the leader of this field but also help reduce their environmental impact, encouraging others to do the same. It is this that sets Merino Kids apart from others, “Merino Kids are doing much more than just making fashionable baby products; we’re wrapping young children in 100 percent natural fibres which are as gentle to our planet as they are with our children.”
The work that Merino Kids does to protect the environment is particularly important to Amie as she is dedicated to creating a sustainable environment, “We’re not just about helping give the newborn the best start in life, we’re also about protecting the world that they will be living in.”
In addition to helping the environment, there are also numerous medical benefits to merino wool, specifically with low birth weight babies and assisting their sleep routines. This was revealed by research conducted into the sleep patterns of premature babies at the Cambridge Maternity Hospital. The research showed babies sleeping in merino settled more quickly, cried less, fed better and gained weight faster. The benefits were so great that they gained an extra 10g a day compared to babies that weren’t sleeping on Merino wool.
Merino can also help babies with skin allergies and in 2003 this was how Amie initially discovered the benefits of Merino, “My first daughter Lilybelle developed a terrible heat rash and had problems sleeping. From research I carried out I found newborn to 12 month old babies have trouble regulating temperature whilst they sleep. Synthetic fibres can compound the problem as the fibres do not breath and they simply trap moisture.”
Amie believes that it is these personal experiences as a mother that help Merino Kids understand the need for innovative and functional products. However, while her experiences as a mother have aided her business, Amie also admits that she relies on her support system at home to run her successful business and her busy family,
“I have a wonderful husband whom I work with and a truly fantastic and dedicated team. Together we try to ensure that full time running of a business does not intrude on important family time.Without these key people it would be difficult to meet the pressures of being a mother as well as manage the demands of a business. I also have amazing support from great friends and family.”
Amie has also been able to use her textile knowledge when developing Merino Kids, as she explains, “At 19, I left my native New Zealand having grown up near the Southern Alps to travel the world. I spent time in London working as a textile designer appreciating, looking and researching textures and various fabrics. Now living in Hampshire full time with a young family it has made me appreciate the natural fibres we have grown up with in New Zealand.”
Amie hopes to continue Merino Kids success in the future by continually looking for ways to improve their existing products and developing ranges to complement their existing lines. “The latest addition to the range is the Cocooi™ Gown to compliment the Cocooi Baby Wrap. An innovative newborn wrap and sleep gown, made from the finest merino with a vent for ease of transferring baby from car seat to buggy to cot. The Cocooi™ has recently won three International Design Award to repeat the success of the Go Go Bag.”
For more information about Merino Kids visit www.merinokids.co.uk