For Sarah Aulbach, motherhood has always gone hand in hand with a love of the outdoors. But after welcoming her third child and suddenly juggling three little ones under the age of three, she found herself searching for a practical way to keep enjoying family adventures in the water. That search unexpectedly led to Frog Orange, an Australian babywearing brand she would go on to revive and grow into a trusted favourite for families. In this interview, Sarah shares the story behind Frog Orange, the realities of balancing running a business with raising young children, and why helping parents make lasting memories outdoors is at the heart of everything she does.
The passion: What inspired you to set up your business?
It all started shortly after the birth of my third baby, when I suddenly found myself with three little ones under the age of three – I was officially outnumbered hands-to-children! My husband and I have always loved the outdoors and spending time in the water, so naturally we wanted to continue our regular beach and pool days as a family with our new little bundle. But very quickly I realised how much harder and more overwhelming those simple outings became with three very little children all needing supervision and support at the same time.
We had done all the right things – introducing our kids to the water early and starting swimming lessons from just a few months old – but as a mum, I still couldn’t shake the feeling of needing an extra set of hands when I was alone with them around water. I knew I needed a practical solution that would allow me to keep my littlest close and safe while still having my hands free to help my toddlers!
That’s when my search for a water-friendly baby carrier began. I knew I needed something that could get wet, sandy, salty and dirty (not something my regular carrier could stand up to!), so I opened my phone and began searching. That’s when I discovered Frog Orange Wetsuit Carriers. Even more surprisingly, I found out the business was actually for sale.
Frog Orange had originally been founded by a fellow mum to three who shared the exact same vision I did. At the time I came across it, the business had been sitting relatively dormant for almost 12 months, with little engagement and very few sales. On paper, it probably wasn’t the smartest business decision, but something in me knew these carriers deserved to be in the hands of Australian families.
So, despite having no business experience, very little preparation and three tiny children at home full-time, I took the leap and purchased Frog Orange. It was equal parts exciting and terrifying. I was deeply sleep deprived, learning everything from the ground up and constantly juggling motherhood alongside building a business. There were many moments where it felt impossible, but I believed so strongly in the product and the purpose behind it.
At its heart, Frog Orange was inspired by a problem I experienced personally as a mother: the need for a practical, durable carrier that allowed me to continue embracing the water and outdoors with confidence. What started as a simple search for a solution has grown into an incredible journey, and one I feel so grateful to be on.
The launch: How did you start out in the beginning?
Even though Frog Orange was already an existing business when I purchased it, I truly see that moment as a complete fresh start for the brand. I essentially rebuilt the business from the ground up. In the early days, I worked closely with a graphic designer to completely refresh the brand identity – from the packaging and colour palette to the website and social media presence. The only things I intentionally kept were the original name and logo, as a way of honouring and respecting the original founder and her vision.
What followed was an enormous learning curve. Truthfully, if I had fully understood what running a business involved, I probably would have been too scared to take the leap! But I think there’s something beautiful about a little bit of naivety – I jumped in with an “I can do this” mindset, and once I started, I was determined to keep going.
I had to teach myself absolutely everything – operating an e-commerce platform, branding, accounting, customs clearance, working with overseas manufacturers, social media marketing and navigating insurance for infant products, which was an incredible challenge in itself. The list felt endless, and in many ways, it still is.
Looking back now, I feel incredibly proud that I persevered through those early years. There were many moments where walking away would have been easier, but my motivation was always so much bigger than the hard days. I knew I wanted to create a life where I could stay home with my children while still building something meaningful and purposeful – and Frog Orange became that opportunity for me.
The innovation: What was the biggest breakthrough for you with your business?
One of the biggest breakthroughs for the business wasn’t glamorous at all – it was securing insurance. It sounds like such a simple thing, but I quickly discovered how incredibly difficult it is to obtain insurance for baby and infant products in Australia.
It took months of constant emails, phone calls, meetings with brokers and countless dead ends before I finally secured the right coverage. At times, it felt impossible. What made the biggest difference in the end was the support of another baby carrier business owner who generously shared her own experience and helped guide me through the process.
That experience taught me so much about the importance of community among small business owners, especially women in business. Sometimes the biggest breakthroughs come not just from strategy or sales, but from people willing to help each other succeed.
Another super exciting moment for us was obtaining Endorsement from the Australian Baby Wearing Association. We knew we had a great product, but gaining the recognition and endorsement from the leaders in Baby Wearing Safety and Awareness was huge, and something I am so proud of!
Yin and Yang: How do you balance work and family?
That really is the golden question! Balancing motherhood and business ownership is hard – and truthfully, it’s something you grow into over time. It’s definitely not something you magically master overnight.
When I first started Frog Orange, I had two toddlers and a newborn at home, so life already felt incredibly full before adding a business into the mix. Most of my work happened in the early mornings, during nap time or late at night once everyone was finally asleep. There were many nights fueled almost entirely by determination, belief in the product and a lot of coffee!
It’s still busy now almost 4 years on, but thankfully these days I’m getting a little more sleep than I was back then and I have a much better understanding of owning a business.
I couldn’t speak about balance without acknowledging my husband though. He has been my biggest support through every stage of this journey – from encouraging me during the hard moments to quite literally wiping tears when it all felt too much. Having that support has made such a difference while growing not only as a business owner, but as a mother too.
One of the biggest lessons I’ve learnt is that balance doesn’t always look perfect. Some days you feel on top of everything and tick every box on the endless to-do list. Other days, getting through the bare minimum is more than enough. That’s simply the reality of this season of life.
Am I constantly busy and often exhausted? Absolutely. But I also get to spend my days watching my children grow while building a business that genuinely helps other families create memories outdoors together – and for me, that makes every hard moment worth it.
The drive: What challenges have you overcome?
I think challenges are part of daily life as a business owner – there is always something to solve or navigate. But some challenges definitely hit harder than others.
One of the biggest obstacles we’ve faced has been dealing with counterfeit businesses copying both our products and our brand. We experienced this twice within just six months, which was incredibly confronting.
Our hero product was copied, sections of our website were replicated word-for-word, and even our brand name, Frog Orange, was being used within social media captions by these businesses. When you pour years into building trust, brand recognition and SEO organically, having someone attempt to replicate that overnight is incredibly disheartening.
The most concerning part, however, was that these companies were also falsely using our safety certification details, despite their products clearly not undergoing the same testing processes. As a parent, and as someone selling products for babies and young children, that was genuinely frightening to witness.
One thing many people don’t realise is that Australia currently has no mandatory safety regulations specifically for baby carriers. Most reputable businesses voluntarily test their products against US or European safety standards – which is exactly what we have done at Frog Orange – but legally, anyone can still sell a carrier without testing.
The Australian Babywearing Association is working incredibly hard to advocate for stronger regulations and safety requirements within the industry, which is something I feel very passionately about.
As both a business owner and a mum, my biggest advice to parents is to thoroughly research the products you purchase for your children. If something is being sold for a fraction of the price, there is often a reason for that.
For better or worse: What are the pros and cons of running your own business?
Without question, the greatest advantage of owning my own business is the flexibility to work from home and be present with my children. The years when your children are little pass so quickly, and I feel incredibly grateful that I’ve been able to witness all of those everyday moments and milestones while still pursuing meaningful work of my own.
I’ve always had a strong work ethic and knew I wanted to continue growing professionally alongside motherhood. Running Frog Orange has allowed me to do both – to challenge myself creatively and professionally, while also being the present, available mother I always hoped to be.
Of course, there are challenges too. Building a business requires an enormous investment of time, energy and money long before you see any financial return. For the first few years, every dollar we made went straight back into growing the business, which is often necessary in those early stages.
That can be difficult mentally, especially on the harder days when it feels like you’re working endlessly without immediate reward. I think many people underestimate just how long it takes for small businesses to become financially sustainable.
Another hard part of running a solo business is how lonely it can get. Not having colleagues to bounce ideas off, banter with and learn/grow alongside can be really isolating. But despite the challenges, I truly wouldn’t change it for the world.
Hopes and dreams: What next?
Right now, Frog Orange feels like it’s entering such an exciting stage. This year, in particular, feels incredibly pivotal for our growth, and I’m so excited about what’s ahead.
My biggest hope is simply to continue growing the brand and help more families feel confident getting outdoors with their little ones. We live in such a beautiful part of the world, and our carriers are designed to help families embrace all of it – whether that’s salty beach mornings, afternoons by the pool, muddy camping adventures or weekends exploring nature together.
Looking ahead, I would love to see Frog Orange stocked in retailers and family-focused destinations across Australia. But more than anything, my dream is for Frog Orange to continue becoming a trusted part of family adventures and memories for years to come.
Visit the Frog Orange website to find out more, and connect with them on Instagram and Facebook.
