If you have children, you will know how difficult it is to buy them comfy, stylish sleepwear that isn’t covered in the latest Disney movie character. Enter Rube & Harri, a new children’s sleepwear label created by very busy mum of three, Angela Smith. Exhibiting for the first time in Sydney, Angela’s pjs bring a level of design to sleep gear normally reserved for much older snoozers. But as Angela points out “Children are at their most beautiful when sleeping – so it’s only fitting that they should be dressed in beautiful pyjamas!” Here, here we say.
Here’s more of Angela’s story of how she went from law to designer in the land of nod…
How did you end up where you are today?
After leaving school I worked full time in law as a paralegal in family law for approximately 10 years (both in Australian and London for a short period). I also I studied law for 2 years during that time only to discover Law was not the career for me – my creativity was somewhat restricted!! I studied Interior Design for a short period of time however due to my location I could not pursue further studies in that area without relocating.
Prior to starting out Rube & Harri, I spent 2 ½ years having my first two children, Ruby & Harriet, and at the same time carrying out research and development to get Rube & Harri up and running. I am also in business with my husband Bronte in another manufacturing business – producing leather care, hand cream and other products sold throughout Australia. So prior to Rube & Harri (and when I can now) I am in the shed helping with the “potting up” and labeling prior to dispatch. Until recently I also was the accountant for both businesses….way too much to handle now, particularly now that I have Hugo (6 mths).
When my daughter Ruby (now 5) was about 12 mths of age I tried to find classic cotton print pyjamas for her. I didn’t want licenced pyjamas with logos and brash colours splashed all over them. I searched in vain and could not find what I wanted – something that was stylish, cool and comfortable for the little people in our lives. Sleepwear they would not want to take off. I spoke to friends experiencing the same frustrations. I then did some research for about 12 months to confirm that a product like ours was not out on the market in Australia. After 3 years of research and development we launched in November 2009. We initially launched on the basis of selling exclusively on our own online store only to have several retail enquiries. Within 12 months we have 12 stockists.
What’s the best thing about what you do?
I love what I do, working with patterns, print designs, children and being able to work in the comfort of my own home with my three children and husband close by.
Why did you decide to exhibit at Kids Instyle
Due to retailer demand, we have decided to expand into retail stores (not just our own online store). There is also demand from some customers to be able to see and feel our products and to be able to order in stores not just online. We would like to offer that to our customers. We also believe our product is a beautiful quality and unique product and would like to get the word out there to as many people as possible so they don’t missing out on owning/buying from our range. To make it more accessible for all.
What can we expect from you in Sydney?
I will be taking our Spring/Summer 2011 range with us in February. Classic styles, vibrant print designs and colours and 100% cotton – stylish, cool and comfortable.
Right now I’m:… Working late on my Spring designs…fit samples, construction details, print designs….and
Eating… a Guylian chocolate (or two or three!!).
Drinking… Strong Twinings English Breakfast tea and a chilled water
Reading… Your email and ones from my graphic artist/designer, agent, manufacturer and many more.
Hearing… Nothing other than the keyboard strokes – my children and husband are tucked up in bed sleeping soundly….if only I was too – the life of a work at home business owning mother!
Planning… Production timelines, KIS and a holiday somewhere to the beach with the family. Ahhhh – oh how I long for the beach break. Sun, surf, seafood and wine and most importantly lots of time to play with my children and enjoy my husband’s company. Long mornings at the beach.
Buying… Pretty dresses, flower hairclips and sparkly shoes for my daughters to where to their little brother’s christening.
Enjoying… crossing things off my list – my most productive part of the day begins in the evening at around 8pm.
See Rube & Harri at Life Instyle in Sydney, 17 – 20, 2011 or for more visit: www.rubeandharri.com.au
:: Life Instyle Sydney, 23 – 26 February 2012. Register Now. ::
