Struggling to find something appropriate to dress her three-month-old son in when out on the boat fishing, Jess Griffith wanted something long sleeved to cover him up from the sun, but couldn’t find anything to suit her needs. This inspired her to create Little Ripper Apparel, a stylish and protective range of outdoor clothing designed specifically for babies and toddlers. Their apparel is perfect for fishing, hiking, camping and all of your outdoor adventures. Designed to keep up with their boundless energy, and with 50+ UPF sun protection, you can be sure your little ones will be safe and comfortable while exploring nature. Here Jess talks to The Natural Parent Magazine about the passion behind Little Ripper Apparel, their biggest breakthrough, and her hopes and dreams for the future.
The Passion: What inspired you to set up your business?
The inspiration for Little Ripper Apparel came during a conversation at our wedding, with discussions and the realisation around not being able to find fishing shirts specifically for babies. With our son being 3 months old at that time, the idea stuck with me, and I decided to jump in and start the business. As a fishing and camping couple, fishing shirts were a staple in our wardrobe, so our son needed the same! Sun safety is incredibly important to us, but the usual long clothing wasn’t lightweight, breathable, or quick-dry enough for the climate in Far North Queensland. After over a year of planning and preparation, Little Ripper Apparel was born, turning our passion into reality.
The Launch: How did you start out in the beginning?
When we started Little Ripper Apparel, we had no idea what we were doing! Everything was new to us-finding a manufacturer, coming up with a business name, dealing with packaging and customs, and navigating social media marketing. We learned everything on the go. We started small to test the waters, and we were thrilled to find that everyone loved the idea. Every time a sale came through, my phone would make a little “cha-ching” noise, which filled us with excitement and pride. It was incredible to think that the onesies we had worked so hard to bring to life were now being worn by babies all over Australia!
The Innovation: What was the biggest breakthrough for your business?
One of the biggest breakthroughs for Little Ripper Apparel was when people started recommending us and messaging to share how much they loved our products. Seeing photos of babies wearing our clothing, sent in from all over Australia, made us realise that all our hard work was paying off. Another key moment was when we connected with the community, especially caravanning and camping families. We were incredibly lucky to meet a wonderful family traveling around Australia in their caravan with their three young boys. They loved our brand and have been working with us ever since, helping spread the word to a larger community. After working so hard to bring Little Ripper to life, it was reassuring to see that things were going to be okay!
Yin and Yang: How do you balance work and family?
Running Little Ripper Apparel was a great fit while I was at home caring for my first son, who even became our little model for the onesies. At the same time, I was also managing another business-a mobile dog grooming service. It had its moments trying to juggle two businesses, a baby, and life in general! Fishing and camping were a big part of our lives, so we had plenty of opportunities for product photos. After our second son was born, things got a bit trickier, but thank goodness for AusPost pickup service! Overall, things have been great, and we work together as a family to keep making Little Ripper better.
