What started out as a quest to find clothes that fit properly over reusable nappies has blossomed into a beautiful small business. At Willa, they create pieces for your little ones that are comfortable, practical and irresistibly cute. From humble beginnings with handmade headbands and rompers to a growing collection of much-loved baby essentials, Willa has become a trusted brand for parents seeking stylish, comfortable and sustainable baby essentials – all lovingly created by hand in the heart of Morrinsville, New Zealand. Here, the Willa team talks to The Natural Parent Magazine about the inspiration behind their business, their biggest breakthrough, and their hopes and dreams for the future.
The Passion: what inspired you to set up your business?
When our namesake, Willa, started wearing reusable nappies, we quickly discovered that most store-bought clothes didn’t quite fit right, so we decided to take matters into our own hands. We first started with handmade headbands and summer rompers, then quickly added pants to the mix. We designed these to comfortably fit over reusable nappies, while still looking cute with disposables or even just underwear.
The Launch: How did you start out in the beginning?
Willa had a circle of friends born within months of her, and their mums soon began asking for “Willa clothes”. In January 2024, we launched our Instagram page to make ordering easier and showcase what we had available. Local markets then followed, and the response was overwhelming! We spent months designing and developing our own website, and when we launched this in July 2024, Willa officially became a brand.
The Innovation: What was the biggest breakthrough for you with your business?
One of our biggest turning points came when a mum asked if we could make a cover for her child’s WellChild/Plunket book. We experimented with designs and soon launched our now best-selling product: personalised WellChild covers. Slightly larger than the book itself, they offer extra protection from the wear and tear of life in a nappy bag. There’s even space to tuck in appointment cards and other important documents! Each cover can be personalised with a child’s name in a range of fonts and colours, or left blank if preferred. These have become a beloved staple in our collection.
