For Alicia Anderson, motherhood was the catalyst for creating something of her own. After welcoming her second daughter, she began looking at babywear through a different lens – wanting clothing that was not only soft and beautiful, but well made, practical and designed to last. What started as a personal search soon evolved into LiviRuby, a babywear brand built around family, authenticity and the freedom to create a business on her own terms. Here, Alicia shares how she turned those late-night research sessions into a growing New Zealand brand, while navigating the joys and challenges of motherhood and business.
The passion: What inspired you to set up your business?
LiviRuby was born from motherhood. After having my second girl, my whole perspective shifted, especially around time and what truly matters. I wanted to build something that allowed me to be present with them, while creating a future for our family.
It started with a love for soft, beautiful babywear. My second daughter was a chunky baby, so finding clothes that were good quality, actually fit properly and lasted more than a few washes was hard to come by. But this quickly became something much deeper: a business built around family, purpose and freedom.
The launch: How did you start out in the beginning?
I started with my passion for creativity, but soon had an idea and a lot of determination. Like many small business owners, I learnt everything as I went – researching manufacturers at 2am and 4am, while feeding and figuring things out step by step through trial and error.
Social media became my shopfront in the early days, and connecting with other mums across New Zealand played a huge role in getting LiviRuby off the ground.
The innovation: What was the biggest breakthrough for you with your business?
The turning point for me was embracing authenticity. When I stopped trying to present a “perfect brand” and instead shared the real journey – motherhood, business and everything in between – it created a genuine connection. That honesty is what people connect with, and it’s become the heart of LiviRuby.
Yin and Yang: How do you balance work and family?
Balance is something I’m always working on. Some days it feels easy, and other days it’s a juggle. I try to build my business around my family rather than the other way around. Working from home means I can be there for the little moments, which is everything to me. I’ve also learnt to be flexible and give myself grace – not every day has to be perfectly balanced to still be meaningful.
The drive: What challenges have you overcome?
The biggest challenge has been backing myself. Starting a business pushes you in ways you don’t expect. There’s uncertainty, risk and moments of doubt. I’ve had to learn new skills, make big decisions and trust my instincts. Each challenge has helped me grow not just as a business owner, but as a person.
For better or worse: What are the pros and cons of running your own business?
The biggest pro is the flexibility and purpose – building something that aligns with my life and values, and seeing other parents love my creations. The con is that it’s always on your mind. There’s no real switch-off, but the reward of creating something meaningful makes it worth it.
Hopes and dreams: What next?
I’d love to continue growing LiviRuby into a well-known babywear brand here in New Zealand and beyond. Expanding the range and building a strong community of mums is a big focus. Most of all, I want to create something my girls can be proud of.
Visit the LiviRuby website to find out more and shop their gorgeous range of babywear. You can also connect with them on Facebook and Instagram or email them at liviruby@outlook.co.nz.
