Modern Cloth Nappies for your Eco-Parenting Journey

Wren and Myrtle

Leah Nerone launched Wren & Myrtle with a goal to help make cloth nappies accessible for all. They have worked to produce a line of nappies that is ethically manufactured, with beautiful prints and a practical design and most of all, is affordable. As an eco-conscious mum, she is passionate about creating a better environment for her twins and she believes that by working together, we can all make a difference. As well as the environmental benefits of cloth nappies, they also use eco-friendly, compostable and recyclable packaging, and their shipping is carbon offset, supporting rainforest protection. Here, Leah talks about the inspiration behind Wren & Myrtle and the challenges she has faced along the way.

The passion: What inspired you to set up your business? 

Even before we had kids, we knew we wanted to do Cloth Nappies. Then when we found out we were having twins, it became a must. Navigating through all the information was overwhelming to start with and once we got the hang of it, we really wanted to help others do the same. Our goal was to help other parents feel confident in using reusable cloth nappies and other reusable products for the home – overall, to help reduce waste for a better environment. I’ve always loved helping others and this business has been an outlet for me to do that whilst still being an at-home mum to my kids. 

The launch: How did you start out in the beginning?  

As a stay-at-home mum of twins, I found that I was home quite a bit as it was very hard getting out with two little ones when I was on my own and my husband was working full time. I spent quite a lot of time alone and when the babies were napping, I would dream about starting my own business.  

After a few months of dreaming and mentally saying “why not?” over and over, I just started acting on it one day. With the goals in mind for selling affordable, sustainable products and helping other families interested in taking up cloth to feel less overwhelmed, I started my research.  

Now that I knew what I wanted to achieve, I opened a notepad on my phone and started brainstorming business names. By the end of the day, I had an ABN, a logo, and the Instagram page and email all set up ready to go. You would be surprised how much work can be done on an iPhone these days. 

With all that I accomplished preparing, I was ready and started contacting brands that I knew and became a retailer for them. Wren & Myrtle first launched on Thursday, 19th March 2020 

The innovation: What was the biggest breakthrough for you with your business?  

I started out as a multi-brand retailer but deep down I really wanted to release my own products too. I felt a sense of obligation to continue stocking the popular brands for my existing customers who loved them, but also wanted to be true to my own dreams of being able to provide people with an affordable option of sustainable and practical products. 

In December 2020, I released my first range of cloth nappies, my first step on my way to following my goals. Then in March this year, coinciding with the release of my second range, I announced I was going to be focusing solely on Wren & Myrtle products, and was met with support from my wonderful customers.   

I had been anxious to take the leap and now that I have, it feels great. I am so excited for what I can create and how I can contribute to successful cloth outcomes for families. 

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