Acknowledged by first responder services throughout Australia, The BE at Ease Company provides peace of mind to parents and caregivers with a range of products to ensure your child’s vital information is easily available: in life’s moments when the best possible care is needed quickly. Whether your little one finds themselves lost, or medical invention is required, your product’s QR code can be scanned to reveal your child’s medical and contact details, fast. Beautifully designed by talented Australian illustrators, their ethically-produced, Australian-made products can be displayed on prams, bags, clothing, adjacent to car seats, car windows, food and drinkware and fridges, ensuring vital details are easily on hand. Here, founder Brooke talks to The Natural Parent Magazine about the inspiration behind her business, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
Simply, peace of mind.
Our children’s happiness, health and safety are every parent’s paramount concern. We prepare them nourishing meals, tend to their grazed knees and soothe them after bad dreams.
We are there when they need us…..but what about the moments when we can’t be there?
This thought occurred to me as I was securing my two-year-old and newborn into the car, bound for dropping them to family whilst I investigated preschools. Two instances where I couldn’t be with them.
What if on a family day out or simply at the shops, I lost sight of them? How could I be contacted when they were found? Certainly my toddler couldn’t recite my phone number. If we were in an accident en route and I was unable to speak for my children, how could first responders know if they had allergies, were on regular medication or had a medical condition? How could first responders know they were providing the best possible care?
So an idea was born.
Here, we curate beautiful designs by talented Australian illustrators brought to life by Australian manufacturing. A simple scan of the QR displayed on our range of tags, magnets and stickers reveals current and accurate medical and contact details, fast.
Our collection accommodates for display on prams, bags, clothing, adjacent to car seats, car windows, food and drinkware and fridges, ensuring vital details are easily on hand.
The launch: How did you start out in the beginning?
The day of launch will forever be set in my memory as one of great pride and anticipation. It was the culmination of my hard work coming to fruition. I had battled doubt of my ability with stubborn persistence and a string of setbacks with an outlook of opportunity.
I knew my concept was a unique offering and I built that on the backbone of a strong ethos. These core principals I still refer to today to remind me of why I undertook this journey.
Research and development, launch and then perpetuation of business have for me all been steep learning curves and great opportunities for growth personally and professionally.
Where I started as a mum with an idea, I’ve now created a product which provides reassurance to all parents. A product which is there when we can’t be.
Yin and Yang: How do you balance work and family?
Fortuitously, I reside with my greatest supporters. Were it not for my children inspiring the creation of the concept, nor my husband for recognising its potential, this article would remain unwritten.
Family is my first priority and prior to founding The BE at Ease Company, my sole responsibility was to nurture. Now that my children are of school age, I have the capacity to schedule work around life….to a point. I can be there to enjoy the moments that count, and the cost is late nights and early mornings which I gratefully take. The grease of the machine however is, without a doubt, my husband. Wordlessly and happily he takes the reins where time no longer permits me to do so. A successful business owner himself, I hold him as my inspiration and saving grace.
Whilst there are concessions in my business role, I trust that I am setting a positive example for my children balancing motherhood with business ownership.
