Nature Baby: all grown up

The New Zealand pioneer in natural and organic babywear turns 20 years old and celebrates with a new look.

Words Lara Wyatt

From humble beginnings selling cloth nappies from their living room in Grey Lynn, Georgia and Jacob Faull have nurtured Nature Baby into its 20th year. What started as a way to provide beautiful, chemical-free clothing for their own baby has turned into three concept stores in New Zealand, as well as their products being sold in stores around the world.

To celebrate their 20th anniversary, Nature Baby’s Grey Lynn store – the first brick and mortar store the company established – has had a makeover. The team enlisted Auckland interior designer and stylist Katie Lockhart to give the store a revamped, more spacious look.

“We love the extra space and beauty that we have been able to put into this historic Grey Lynn building … [Katie] had lots of ideas to bring to the table, as well as sharing design values and aesthetic with our brand – it was a perfect fit,” Faull says.

Faull says when Nature Baby started, people often had an understanding of organic food and the benefits for the body, but didn’t understand why organic cotton was necessary.

“Today there is so much more interest and passion for organic and natural products, as more and more people understand the effect of chemicals, whether it’s put into their bodies, on their skin, or in the environment,” says Faull. “It’s so wonderful to see these values that
are so core to our philosophy being adopted more and more.”

Nature Baby has big plans for this year. “We are currently busy working on our pop-up store in Sydney, which opens for three weeks on March 21 this year. We want to create [the] same environment as our flagship Grey Lynn store, giving customers a chance to meet us and touch and feel the clothing, while also running community workshops. We have such a wonderful sense of community in Auckland that we are looking to build around the world in small focused ways, that hopefully strengthens what is now a universal movement,” says Faull.


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