Business in Profile

Purebaby

Melina Cruickshank chats to Pure Baby creative director and founder - Mirabai Winford

1. Briefly describe your business.

Purebaby represents quality organic clothing for babies and toddlers at an affordable price. The Purebaby range is fashion-forward, stylish, creatively designed and functional – beautifully designed and beautifully organic. We’re now sold all over Australia and around the world, and via our website www.purebaby.com.au.

2. Why did you start your business?

When I couldn’t find any fashionable, affordable organic clothing for my daughter, I sourced organic cotton from India and began producing my
own baby clothing. I’ve always been passionate about the environment and soon realized that other mums felt the same way.

3. Has starting your own business lived up to expectations?

Starting Purebaby has exceeded my expectations.

In the initial stages of growing the business I never imagined that one day the business would grow so big
and eventually be able to function without me. I now have more flexibility with the hours I work.

4. What have you enjoyed the most about running your own business?

I enjoy being able to dress my children in Purebaby all year round!

I also enjoy the flexibility it provides me to be with my children.

5. What is the biggest challenge for you in running your own business?

The biggest challenge is to manage people and staff expectations.

6. How do you manage the juggle of running your own business with family?

I have very supportive family around me who make it possible for me to be heavily involved in the business. The flexibility provided by the business also makes it a bit easier. For instance I can login from home and still be able to answer emails while spending time with the children at home. Due to not working standard hours, my children have never had to be in child care.

7. Do you have a favourite networking opportunity or event?

I like catching up with friends from the same industry, who I have known since starting the business to share ideas and issues.

8. Do you have any advice for anyone out there who may be thinking about starting their own business?

Plan in advance and don’t be afraid of going with your instincts. Keep the initial idea and concept very simple and don’t spread yourself too thin. This will keep you focused on your core product without putting too much pressure on your time and resources.