Our top-billed Showcase Sponsor Woven Wings was founded by Sarah Condry and Christina Mitchell in 2012 in London/Kent. The company is the Showcase Sponsor for The Wrap Show 2017. In the following interview, Christina shares more about Woven Wings.
How did Woven Wings come to be?
One of the main reasons for considering starting WW came in part from a lack of diversity in design in the babywearing market. Between 2008 and 2012, when both Sarah and I began baby-wearing and wrapping, the designs in the market were highly focused on repeated patterns or fun designs. There was no geometric or architectural wrap designs. I only wanted to start WW if we could bring something totally new and refreshing to the market not only in terms of design but weave structures. We worked on our first weaves to feature things like double weaves (merino geos), pocket weaves (lace) and using three or four colours which at the time was very new.
What drew you to the world of wraps initially?
The desire of wanting to hold our children close and having something beautiful and comfortable to do it in!
What inspires you in your work?
We find inspiration literally everywhere!!!!!! We find inspiration in art, design, architecture, nature. We also find it in people- our families, Winglets, artists, designers. We are always absorbing the beauty we see and trying to translate it into something beautiful, comfortable, and wearable.
Why do you think wraps are so important for parents and children?
In all seriousness, the list of reasons that wrapping is important is endless: Increased bonding for mothers, dads, and all carers, ease when traveling, ease of use on transportation, being close, being able to work and have your child close, increased confidence as parents, feeling beautiful in woven wraps, maintaining a sense of self while caring for small babies- just to list a few!!! Making new friends that share the bonding and similar experiences of parenting is often critical for new parents. And there is a wonderful community found online and in-person sharing their love of wraps and wrapping.
What is your favourite part about using woven wraps personally?
For all the reasons above!!!!!!
How do you encourage new parents who are interested but hesitant to try wrapping?
Through demonstration, carrying our own children, and lending out wraps!!!! Talking about the benefits and hosting meets for people to try and learn!!!!!!!! More often than not, parents are introduced to the wrapping world through friends and from looking for more comfortable solutions to traditional high-street carriers. We have both done the Singababy training and the tools we learned on the course were life-changing and have provided us with new tools to help people who are interested in wrapping or have been wrapping for a long time!!
What’s most exciting or satisfying about working in this industry?
This journey has not been a simple one. We have faced our share of hurdles and bumps in the road!!! The day to day running of a professional company is a lot of hard work and takes a lot of our business experiences combined. We are passionate about business and find that side of Woven Wings satisfying and rewarding. I don’t think anyone should start a company that isn’t passionate about business!!! Focusing on design and creating our art is only one small aspect of the work we do when creating wraps. Nevertheless, it’s something we both find deeply rewarding. Seeing an idea transform into a wrap design, then sample into colour and then wrapping with the first samples is an unparalleled experience. However, the most exciting thing is when we meet our customers and get the opportunity to talk about how Woven Wings and our wraps have changed and impacted their lives. Hearing people’s stories and their hearts when they talk about our wraps is simply the best nothing tops that!
Where do you see Woven Wings in five years? Ten years?
We see Woven Wings as a family business. We have become family over these years and hope that we can continue to grow and innovate as we have been over the last four years. We hope that our innovative approaches to business and design will continue to bring more babywearers to the market and that we can continue to explore all the design ideas we have!!! In five years, ten years: We think we will be here, even stronger (though older too!!! LOL)
What experience do you hope for Woven Wings customers? In other words, what do you hope to accomplish or inspire through your work?
We would like our customers to be WOW’ed by us!!!!! We work extremely hard to run a professional business that focuses on the customer experience and that our product meets our extremely high standards in terms of testing yarns, dyes, safety, and also testing wraps from the perspective of baby-wearers. We strongly believe that customer service is KEY and that owning a wrap business is not just about creating beautiful and comfortable things but it’s about creating a WHOLE experience from start to finish and every single customer counts. We want our wraps to feel truly special and that wrapping with them feels like you are wrapping your precious little ones with something beautifully designed from ethical materials, that’s been tested, and carefully produced from start to finish.
Is there anything new about Woven Wings or its products that you’d like to share?
We are always excited and working on new things!!! We are excited to be working on more accessories and products!!! Next year we will be focussing on different ways to bring Woven Wings to our customers. We will still continue with our limited edition release wraps. In tandem however, we are planning more events, more designs, group customs, and hoping to have a in-stock range of wraps to be accessible to every single Winglet that would like to have a Woven Wings wrap.