Having always dreamt of having her own clothing label, Emma Hall was thinking more casual womenswear than baby and kids’ clothing. However, this all changed once she had children of her own and her interests and priorities were refocused. She started a small business back in 2012 selling baby bibs and breast pads, and then in 2017, the exciting opportunity arose for her to purchase Earthlings, an ethically conscious brand that produces beautiful and environmentally responsible organic cotton clothing for babies, toddlers and kids.
As for many businesses in New Zealand, 2020 brought with it some unforeseen challenges and Emma had to make the difficult decision to bring the Earthlings‘ manufacturing operation home to New Zealand. She absolutely loved the service and quality of the work and her dealings with factories in India, but with the responsibilities that come with having a young family, she found herself in the position where she was unable to just hop on a plane to India to see everything first-hand. She had also been really struggling with that side of the business, as she loves seeing the small details and being able to oversee the whole design and manufacturing process.