Sjala was founded by Yvonne Duran in 2014 in Sweden. The company is a Supporting Sponsor for The Wrap Show 2017. In the following interview, Yvonne shares more about Sjala.

How did Sjala come to be?

I was thinking about starting the business 11 years ago when wearing my second child, since I saw a hole in the Swedish market. And when I had my third child in 2014 and there still was no Swedish brand of exclusive woven wraps, I just decided to go for it!

What drew you to the world of wraps initially?

My middle child, born in 2006, absolutely hated the stroller. I always ended up pushing the stroller with one hand and carrying my baby on the other arm. Seeing me walking around like that, a person who would become a dear friend of mine suddenly walked up to me and asked me if I had tried to wrap my child. Of course I hadn’t, so she showed me how to do it and after that, I carried her in a wrap everywhere, everyday.

What inspires you in your work?

Oh my, just about everything! I tend to wake up with new ideas in the middle of the night or early mornings. The Swedish nature inspires me a lot, I also seek a lot of inspiration in both fashion, interior and industrial design.

Why do you think wraps are so important for parents and children?

I believe it’s the best everyday helper. It allows you to have your hands free at the same time as you are taking care of your child’s needs, breastfeeding, napping or just hugging. I also believe it is important to be close to your loved ones at all ages. I think that babywearing is one of the best ways for parents to bond with their child/children.

What is your favourite part about using woven wraps personally?

The versatility. You can do just about everything with your wrap. Use it as a sling, a blanket, a dress (why not?!) or a hammock. You can tie your baby on your back, on your hip and in front in so many ways, it’s almost impossible to count!

How do you encourage new parents who are interested but hesitant to try wrapping?

Just by showing them and letting them try. If they still don’t like it then, it’s just not for them and that is totally okay too!

What’s most exciting or satisfying about working in this industry?

Definitely the community, all the amazing people and fans out there around the world. They are truly the best people!

Where do you see Sjala in five years? Ten years?

I am actually real happy with how things are now. I am recovering from fatigue syndrome and try to take things slowly, so I would like to continue my current tempo for as long as I need to. I do, however, want to expand the product line a bit, maybe with some babywearing clothing or a carrier. We will just see where life takes us. 🙂

What experience do you hope for Sjala customers? In other words, what do you hope to accomplish or inspire through your work?

By inspiring people to babywear I hope that I improve their everyday lives. I would like to make every customer feel special, as they are.

Is there anything new about Sjala or its products that you’d like to share?

We are currently working on a line of woven wraps that will not be released as limited editions. They will be both great newborn and toddler wraps, sold at an affordable price. The wraps will be available at all times, sold in our upcoming webshop and at our retailers, eco-friendly and fair!