Prudie & Primmie
Prudie & Primmie is a boutique baby and children’s wear brand, proudly owned and operated in South Australia. Founded by twin sisters Ali Gebhardt and Kate Webster, our label is rooted in family, heritage, and a love for timeless, high-quality clothing—made for the everyday and to be worn and loved by the cherished, adventurous child.
What inspired the idea for your business?
Prudie & Primmie is a tribute to our mum, Prudence, and the carefree days of our childhood spent on our family farm on South Australia’s Fleurieu Peninsula. Mum juggled farm life and motherhood with strength and grace, and always with her beloved horse, Primrose (‘Prim’), by her side whom she raised from a foal. Their deep connection, along with the love that filled our home, inspires everything we create.
After becoming mums ourselves, we found it hard to find clothes for our children that combined the timeless style we loved with modern touches, and that had the practicality busy little adventurers need. We wanted pieces that looked beautiful, wore well, and were made with care — so we decided to create our own.
We design high-quality children’s wear made for the everyday and to be worn and loved by the cherished, adventurous child. Inspired by the freedom of country living, our collections are made for anything the day brings. From going to daycare or a play date, a visit to the coffee shop, or weekend getaways.
Where is the business now? And where is it headed?
At the moment we are working on growing an engaged community of families through organic and paid social media, and email marketing, as well as connecting in person at rural shows and field days, and local markets, where we’ve loved seeing customers touch and feel our pieces and really understand the quality that shines through.
The next step for us is expanding our wholesale network. We’re looking to partner with retailers who share our values. Those who appreciate timeless, high-quality children's clothing and are passionate about sustainability, ethical production, and thoughtful design. By building these relationships, we can share Prudie & Primmie with more families who value beautifully crafted, long-lasting garments.
We have our third collection sampled and ready, but to bring it to life, we need to move through current stock. Establishing strong retail partnerships at Life InStyle would help us achieve that, while setting the foundations to grow sustainably and continue designing pieces that children love to wear and parents feel good about choosing.
We would love to build toward international growth, extending Prudie & Primmie into the UK, Europe and the US.
How does your brand differentiate itself in the market?
We believe children’s clothing should be as practical as it is beautiful. Every piece is uniquely designed by Ali from her home in rural South Australia, and thoughtfully crafted in small batches by female-owned factories in India and China. We work closely with our production partners to ensure every garment reflects our values of ethical production, careful craftsmanship, and lasting quality.
Our designs stand out through their unique, functional details, timeless style and modern twists. From our signature Collared Shirt with its removable scalloped frill and Peter Pan collar, to the Scallop Detail Smock Dress which is a modern take on a nostalgic classic, to our Corduroy Chinos with adjustable waists and mock or zip flies depending on age, each piece is designed to be worn, loved, and handed down through generations.
We focus on classic silhouettes, heirloom-quality fabrics, and thoughtful details, ensuring each garment is as practical and durable as it is beautiful.
Can you share the challenges you've encountered and how you've navigated them? What have been your key strengths and weaknesses, and what have you learned from them?
From navigating overseas manufacturing (sampling, production timelines, negotiating minimums), to managing fluctuating costs based on the exchange rate of the AUD, it’s been a big learning curve. Being entirely self-funded, we’ve had to be careful and strategic by choosing lower MOQs to reduce risk, even though it means a higher cost per piece.
On the marketing side, reaching our audience organically through social media has had its ups and downs, especially with ever-changing algorithms. We’ve also had to work hard to find and connect with our ideal customer: someone who values quality over quantity, embraces sustainability, and understands cost-per-wear.
What’s carried us through is our persistence and the strength we draw from each other. Our biggest strength is staying true to our values which are creating timeless, practical pieces with care and purpose.
Our weakness is capital, which means every decision matters. But we’ve learned so much: how to build a fashion brand from scratch, how to communicate our story authentically, and how to grow a community that believes in what we do.
What are the core values and principles that shape your brand's decision-making process:
Prudie & Primmie embodies a harmonious blend of classic English heritage and the spirited, easy-going Australian lifestyle. We are adventurous, playful, curious, cheerful, and considerate.
We are committed to environmental sustainability and care about the well-being of our customers and the people who create our clothes.
We are inspired by the natural beauty of country Australia, where our journey began, reflecting our love for the outdoors.
Each piece is designed to celebrate the bonds that make childhood special, blending timeless elegance with a touch of whimsy.
We value quality craftsmanship and sustainable practices, ensuring that our products are beautiful and environmentally responsible.
Our commitment to these principles guides everything we create, fostering a brand culture that cherishes tradition while embracing the joy and freedom of childhood.
What advice would you give to someone aspiring to start their own business?
Find something you’re passionate about, that has meaning behind it for you. That will get you through the tough days and inspire you to keep going. Having a business partner that keeps you both accountable to each other helps to maintain that focus too.
Also, don’t wait until everything is perfect. Start small, keep learning, and evolve as you go.
What achievement are you most proud of in your business journey?
There have been so many little milestones that have meant a lot, and we are so proud of how we have built Prudie & Primmie from the ground up, entirely self-funded, and stayed true to our vision.
We were most proud of the moment when we reached out to Emma Freedman (@emma_freedman) to send her our Scallop Collar Smock Dress, and she shared a photo of her daughter, Edie, wearing it on Instagram. It was the first time a well-known Australian celebrity, who truly reflects our brand’s spirit, introduced Prudie & Primmie to their audience, making it a defining moment in our journey.