aden + anais is the baby product of choice for celebrity mums and is a sell-out success in the USA. Founded by ex-pat Australian mum Raegan Moya-Jones, aden + anais was launched in Australia this year.
We asked Australia’s Managing Director, and Raegan’s sister, Paige Jones to take some time out to talk to us about the brand.
What made you want to take on the position of Managing Director for aden + anais® in Australia?
I truly believe in the aden + anais® products. Muslin is such a wonderful fabric and as a mother I have used it on my son and can attest to its benefits.
What has been the best thing about changing career paths to head up aden + anais® in Australia?
The flexibility as well as working on a product you have passion about.
Can you tell us the story behind the name aden + anais®?
My sister and her original partner named the business after their first-born children, Aden and Anais.
What is it like heading up the Australian branch of the company your sister founded?
Amazing! My sister and I are very close. I am so proud of her and where she has taken the aden + anais® brand in such a short time. Raegan and I believe in each other, which makes for a great business relationship.
How much involvement does Raegan have in the Australian branch?
Raegan obviously oversees the Australian side of the business, although running the New York office keeps her extremely busy. I have great support from the USA.
How closely are you actually working with her and what effect has that had on your relationship as sisters?
We work extremely closely together as any business heads do. We believe in each other; there is trust and honesty between us. Although business is business, we would never let work affect our personal relationship.
Do you find it difficult living so far away from her?
Definitely. We are very close, best friends, so it breaks my heart having the distance between us. As we talk nearly every day, it’s sometimes surreal to think that she is actually living in another country.
How are you planning to tackle the Australian market as there is so much more competition over here than in the US?
The product sells itself. I am very lucky in this respect. The quality of our muslin is superior, and the designs are both contemporary and fun. Once I get the aden + anais® product into a boutique/store, I am pretty much guaranteed a reorder.
I have mothers at trade/consumer shows approach me saying how fabulous the line is and that the quality is amazing compared to other muslin products available in Australia.
A new collection has just been launched for summer, what can you tell us about the Bamboo Collection?
The new bamboo collection features the aden + anais’ characteristic flair and generous size, these bamboo swaddles are as chic as they are useful and as simple as they are beautiful.
A renewable resource that is known to grow at a rate of as much as two feet per day, bamboo has gained in popularity as a desirable material for everything from hardwood floors to high-end children’s clothing. An ultra-silky alternative to cotton, aden + anais®’ bamboo swaddles are machine washable and naturally wrinkle resistant. The luxuriously sleek fabric makes these swaddles perfect for use with babies.
aden + anais® bamboo swaddles are 120cm x 120cm and are available in ‘pyara,’ a pink and orange girl option, and ‘diwali,’ a navy and rust boy option. Also in ‘earthly’ natural white, as well as the more exotic ‘mela’ print. The bamboo swaddles are sold in packs of three for $44.95 RRP.
What is it that makes aden + anais® the best choice for baby products in Australia? Why should we choose aden + anais®?
The quality makes aden + anais® the top-pick for mums. Our passion allows mums to feel confident that they are making the best choice for their little ones.
We believe in muslin– the way it looks, the way it feels, the way it works– to improve the lives of babies and their mothers no matter who they are or where they live. The proof is in every product we make.
Can we expect to see a lot of Australian celebrities endorsing your line as it takes hold in the Australian market?
I believe so as we have a huge celebrity following in the USA. I believe the Australian celebrities will also embrace the aden + anais® products.
Tell us about the ‘Swaddle Love Foundation’? What do you hope to achieve and how can our readers help?
The Swaddle Love foundation’s mission is to provide babies with the most basic of human connections – touch. Orphaned babies become conditioned not to cry, even when left alone for 17 hours a day, simply because they know no one is coming.
Research shows touch deprivation in infants is attributed to many emotional and physical disorders, including brain defects, anxiety and depression to name a few.
Our goal is to eliminate touch deprivation in orphaned babies across the world.
Just $100 a month is enough to employ one local woman to help nurture these orphaned babies, so even the smallest amount matters.
To learn more about the aden + anais® swaddle love foundation, please visit www.swaddlelovefoundation.org
What does being a mother mean to you?
Everything! Rio is my sunshine. When someone would ask “what do you want to be when you grow up?” my answer was always the same…. a mother. So being a mother is a dream come true for me.
You can visit the Australian website at Aden + Anais.