Founded in 2018, by mother and daughter duo Marisa and Kevina, The Lullaby Club has become a go to destination for quality and timeless woman’s clothing and loungewear.
As mama of two & respected stylist and photographer Marisa initially launched The Lullaby Club with her mother Kevina, as an online store providing quality cotton/linen bedding for her growing family.
“When I couldn’t find a baby bedding set that I loved, I decided to design my own and open an online store” – says Marisa
And what started as a small seedling idea, has now blossomed into one of Australia’s best known brands for maternity and breastfeeding friendly clothing and loungewear designed for comfort throughout pregnancy and beyond.
Since it’s initial launch in 2018, The Lullaby Club has grown in strength through a time of global uncertainty to literally bring warmth, comfort and colour to the homes and wardrobes of many women around the globe.
A true family business in all its essence, the brand has since branched out to include sister Alex, dad Dave, Brother Jack and Sister in-law Kaira to keep up with International demand. And what started as a dream in a family rumpus room now houses a fully-fledged HQ and Showroom in QLD with a team of dedicated staff including Designer Abby, and Showroom and Social Media Assistant, Zoe.
The Lullaby Club pieces are a perfect mix of comfort and style. Every choice made in regards to fabrication & design is thoughtfully considered to ensure new mamas feel confident, fashionable and capable in any situation. And with their commitment to quality, sustainability and fair practices, it is no wonder The Lullaby Club has welcomed so much success in such a short time.
Today I get the absolute pleasure to interview co-founder Marisa as we discuss what it takes to create The Lullaby Club’s beautiful products, what it’s like to work so closely with family and the inspirations behind this wonderful brand. Read on below.
Can you tell us a little about yourselves, your background and what led you to launching Lullaby Club?
The Lullaby Club was born from the need for quality cotton/linen bedding for my growing family. When I couldn’t find a baby bedding set that I loved, I decided to design my own and open an online store with my mum, Kevina. From there we expanded into loungewear and ultimately created a brand we’re proud of today.
Starting a business as a mother and daughter team must have been such a special experience, and this has now grown to be a real family affair with many people in your family working for Lullaby Club. Can you tell us a little bit about how the business has grown and what it’s like to work so closely with family?
We’re grateful to have our business today. Working with our family is so special, and we have a great team. We’re lucky to have so many hard-working family members who love our business as much as we do. Now, we have two other family-run brands working from our warehouse: Paradiso Collective and Cuvr Home.
While we take a lot of pride in our products and the culture we’ve built, I think we’ve been successful because we were able to meet a need that people had while they were going through a major life change. People want to feel good about themselves when they’re pregnant and breastfeeding, but still want to look like themselves. We help them do that by offering the right products for this unique time.
Our family has been with us from the very start, helping us pack and ship orders from the pool table under Mum and Dad’s house to employing four family members and purchasing our own warehouse. We still have to pinch ourselves sometimes that we’ve been able to do this!
How would you describe your brand in 3 words?
I would describe it as trans-seasonal, comfortable, and inclusive. Our clothes are designed to be versatile and wearable year after year. We want you to feel great in them, too, no matter your age, shape or size.
We just love how Lullaby Club provides maternity and breast-feeding friendly clothing that doesn’t look like your traditional ‘mum wardrobe’. Can you tell us a little bit about what is important to you when creating pieces that are functional and comfortable for mums, but also aesthetically beautiful?
We’re a brand run by Mums, with different stages of motherhood in mind. We design clothes that make you feel like you, no matter where you are in your motherhood journey, including easy-to-wear styles for busy mums. We want you to feel just as comfortable in our clothes when you’re pregnant, nursing and chasing after your kids, as you do when you’re out with your girlfriends.
Lullaby Club is also committed to social responsibility and sustainability. Can you tell us a little bit about how you are working to improve the industry in this area.
Sustainability is at the heart of everything we do. We’re not perfect, but we are always looking for ways to be kinder to our planet. We work with a small factory that pays its staff a living wage, and always uses natural or recycled fabrics. We also look for ways to reuse off-cut fabrics, so there is no waste. Recently, we came out with our new jeans line, and used the offcuts from those jeans to make an extender to go with them. This way, pregnant mamas can wear their jeans throughout their pregnancy!
Can you give us some insight into your process? How do you work, create your collections etc?
Our amazing in-house designer Abby creates mood boards for the team to see that we are on the same page for the collection. She uses these to create initial design drawings, where we go over the features of each design and make sure they are functional for our customer. Then we move on to sampling with our factory. This can sometimes be a lengthy process, as we want to make sure the fit is perfect for all sizes and that all materials are up to scratch so that they will maintain their quality over time.
What does a day in the studio look like for you both?
We’re always busy here at the office! We’ve got puppies and kids running around here some days. Other days, it’s just us—shooting photos, creating content and meeting amazing women. No day is ever the same!
What are some resources you use for inspiration?
We design for ourselves, drawing inspiration from our own life experiences in terms of the functionality of our garments. We don’t follow trends, and you’ll find us doing bright colours in winter and all year round. We design what we like, regardless of season.
Tell us about some of the people in the industry who inspire you and why?
We are grateful to the content creators who provide us with their art.
Our favourite artists are Kayla Gane @kaylaaaellieee and Judea Amarige @itsjudeaaa, among many others.
What would your dream project/collaboration be? Anyone you’d love to dress?
We are working on some exciting collaborations with amazing Australian artists, and we will be sharing details with you soon!
What are your top 5 wardrobe must-haves for expecting or new mums?
We love the Avalon Smock Dress for its versatility, Our Lounge sets for their simple, comfortable cuts and their wonderful textures, Essentials t-shirts for their easy feeding access and comfort for nursing mothers, Essentials pants for their relaxed softness, and every mama needs a Krystal Robe!
Visit The Lullaby Club online & on Instagram at @lullabyclub