When The Memo entered the baby sphere a few years ago it instantly stood out from other retailers.
Sleek, fashion forward and offering parents an alternative to the noise, clutter, and the (often too loud) opinions of the baby market, The Memo is your one stop online boutique for everything you need for baby, and nothing you don’t.
Founded by entrepreneurs and mums Phoebe Simmonds and Kate Casey, The Memo consistently delivers a selection of highly considered covetable and helpful products that exist to make your life as effortless as possible and help you build a happy life for you and your new baby.
Once fittingly described to me as the Net-A-Porter for babies, youll only find the very best at The Memo. From the cult items that every new parent swears by, to the products you won’t know you need until you do. Helping you prepare and feel your best during pregnancy, postpartum and parenting, and always in style.
Today I have the pleasure of interviewing Co-founder Phoebe Simmonds about their game changing business. Phoebe has also just become a new mum so we also chat about her must have essentials to make life easier and some exciting news for the Memo coming this September! Read on below…
Tell us a little bit about yourself and what inspired you to launch ‘The Memo’
My background is in brand and marketing for luxury beauty. My friend (and co-founder and CEO) Kate Casey came to me with the idea of The Memo from her own experience as a new mum. She saw a huge opportunity to create a feel good destination for expectant and new parents, with everything they need, and nothing they don’t.
The market was filled with retailers and brands that created a huge sense of clutter and confusion, overwhelming an already overwhelmed customer. We set out to create a space that would cut through all that crap, serve up only the essentials, be honest and direct with our customers, and pair that with a community feel, a place where people could come for education, connection and inspiration.
I had someone once describe The Memo to me as ’The NET-A-PORTER for babies’ which I thought was so fitting. Can you tell us more about your brand and what is important to you as a business?
That’s wonderful to hear! Of course, that’s where we want to play as we believe our customer deserves to expect the best for baby, in the same way she does for beauty, fashion and lifestyle.
When we initially set the brand tone, not being a parent myself I couldn’t believe how this industry was being marketed. It was heavy on bumps, cooing babies, heavy discounting and unattainable ‘boho-chic’ crowding the space with zero focus on the needs or concerns of the actual parent. Pair that with way too much choice (and opinions) lead to many expectant parents feeling jaded and confused by the whole process.
Our customer gets weekly blow drys, goes to pilates and shops on Net-A-Porter. Yet before The Memo, when she became pregnant, all of a sudden she’s marketed to in a completely off putting way- the options are endless but unclear.
Life is already changing so much, we wanted to deliver an experience that was feel good and left her feeling the same person- in control, just more invincible.
The assortment plays a big part in that, while being a premium retailer we do offer a mix of pricing, making sure we give options to our savvy customer. Obviously the way we market is always customer first, and we place a huge emphasis on consistent, premium positioning paired with a real-talk tone of voice.
What kind of things do you look for in brands when sourcing items for ‘The Memo’?
The essentials. Kate and the team work tirelessly to source only the products that will add value to an expecting or new parents life. Only the items that they’ll need, use and want daily. They pay close attention to reviews, industry buzz, what our customer is saying and obviously our own experiences.
You’re a new mum. Congratulations! What are some of your top tips in prepping for a new baby and motherhood?
1. Stick to the essentials that you’ll need at the start and borrow key items from friends and family. At The Memo we say that you need stuff, but not as much as you might think. Having a baby is expensive, so save what you can where you can. I have a hand me down pram, monitor and bassinet for example.
2. Create a Gift Registry. You’re going to be given so many presents, and a registry will help you avoid waste and double up and guarantee you get exactly what you need and want. It’s also so much easier for friends and family, pointing them in the right direction will save them time and effort and ensure they don’t buy you your twentieth muslin wrap.
3. And as for parenthood, balance advice with instinct and ask for help. It’s a really vulnerable time and if you’re struggling, know that it’s perfectly common and you’re not alone. Voice it and lean on your village.
What are your recommended essentials for soon to be mums?
Silverettes Cocoonababy Bassinet, Bunnie Caddie Change Organiser, Hushh Portable White Noise Machine, Baby Bjorn Bouncer
Tell us about some of the people in the Industry or motherhood/baby space who inspire you and why.
I love women who speak their truth, who do the juggle and share how hard it really is. I love the insights shared by Yahna Fookes from Radiant Birth, yogi and nutritionist Jennalea McInnes and Blanca founder Ana Piteira. I think more needs to be done by the media to share real stories and shine a light on the challenges but also the joys that come with parenting.
What is some of the best advice you have received as a soon to be/new mum?
It just gets better and better.
What’s next for The Memo?
We open our first flagship store in High St, Armadale this September, which will be a great opportunity for our customers to engage with the brand, our bespoke services and products. We’re also planning a big rollout of educational content, to help our customers make informed decisions and navigate this whole new world!
Looking forward to seeing it live!
You can shop The Memo here, and follow them on Instagram at @fromthememo