Lawilde was founded by Charlotte Dumesny in 2013 in Australia. The company is a Partner Sponsor for The Wrap Show 2017. In the following interview, Charlotte shares more about Lawilde.
How did Lawilde come to be?
I have spent my life surrounded by textiles. My mother is an amazing seamstress (she is the seamstress in the Lawilde studio) and has been sewing bespoke, handmade, one-of-a-kind products for clients for over 30 years. So I grew up with a love of fashion, textiles and all things related. When I was pregnant with my daughter Devon over four years ago, I knew I needed to bring together my love of attachment parenting and my love of textiles. They were the things I was really passionate about, and so I decided to go ahead and start Lawilde.
What drew you to the world of wraps initially?
I am so lucky to have a wonderful mother that is a complete inspiration in so many ways, and she found a leaflet about wrapping when I was pregnant with my eldest Lawson nine years ago. We didn’t have smart phones or even the Internet at my house at that time, so my mother and I made me a couple of wraps and I carried him from birth. I immediately loved it and because of that, we never really used pushchairs. I loved having them snuggled up against me, and it’s where my babies all wanted to be. We travelled to Australia when he was young and made linen wraps to keep us cool.
It was only when I was pregnant with Devon that I actually discovered this whole amazing world of wraps and that there were other people that did it and companies that produced wraps! I felt like I was in heaven and that I’d discovered something amazing. I was so overjoyed. Where I lived in the UK is reasonably rural, and the whole time I had been wrapping them, I had only seen one other mama that wrapped and she had just done that for the first few weeks in a stretchy. It was at that point that I really fell down the rabbit hole and started making some wonderful wrapping friends.
What inspires you in your work?
What doesn’t! It really can be anything – a book I’m reading, a visit to an historical building, films and costumes, a visit to a museum, etc. Nature is a big one. I live in such a beautiful area and love spending time outside, and I find that really inspiring generally. I can be found by the beach almost every day. The ocean has a wonderful effect on me; it can be so calming and relaxing or stormy and awe-inspiring, and it helps me relax and often new ideas arise whilst I’m there.
Why do you think wraps are so important for parents and children?
The bond it created for my family and me has been fantastic, but also the comfort it gave
to my children has been so important for us.
What is your favourite part about using woven wraps personally?
When my children fall asleep on me, happy and content, and I feel their sweet breath against
my chest or the nape of my neck, it’s the sweetest thing.
How do you encourage new parents who are interested but hesitant to try wrapping?
I lend out a lot of my personal stash, I guide people to look at the swaps and give them info on good starter brands. I don’t make judgements about other people’s budgets, but I recognise that my brand isn’t the best starting place for most people, and for me, I really want parents to experience the joy of babywearing.
I also have done a babywearing consultant course so that I am able to teach people to wrap.
What’s most exciting or satisfying about working in this industry?
Seeing babies being wrapped in fabrics that I have designed and hearing about how my wraps are enjoyed. I am also quite proud that I have converted many lovers of thick, cushy wraps over to some of my very thin, lightweight blends. I like to weave a little magic into each one.
Where do you see Lawilde in five years? Ten years?
To be honest, I see us in a very similar place to where we are currently. We are a tiny business, every wrap is handmade by my mother; we don’t have plans to expand and become a big producer. I love that each wrap has been carefully cut and lovingly sewn by my mother’s hands. She introduced me to wrapping, and she is an extremely important part of Lawilde.
Most of our runs are of between four and eight wraps, not because we want to limit them and make them exclusive, but because it is what is most achievable for us. I love that we are a tiny company. It allows me to still be at home all of the time for my three children, and it means my mother still has time to attend to her very large vegetable garden.
What experience do you hope for Lawilde customers? In other words, what do you hope to accomplish or inspire through your work?
For me, I want my customers to love their products, feel that they are special when they are wearing them, enjoy the moment with their child and I want to provide excellent customer service. I try to be available all week in case a customer ever has an issue, and I always want them to be satisfied that I have dealt with and solved the issue. Unhappy customers or bad service is extremely unacceptable to me. I want the whole experience of Lawilde to be fantastic.
Is there anything new about Lawilde or its products that you’d like to share?
We have new designs coming, a gorgeous new collection that has an Art Deco feel to it. We have also been working on Little Lawilde, which we hope to be able to introduce at The Wrap Show. It will be a collection of children’s products that are new to us but, again, designed by me, woven by our high-end mill and handmade by my mother in the studio.