Brand Spotlight: Q&A with Snuggle Me Organic
Snuggle Me Organic makes babyhood a breeze with its award-winning loungers, feeding & support pillows, blankets & swaddles, and more.
The company is committed to producing organic, ethical and sustainable products in the U.S.A. To learn more about this small business and its baby-first approach, we spoke with Mia Carr, Founder of Snuggle Me Organic.
Afterpay: Tell us about Snuggle Me Organic’s origins: Why did you decide to build a brand around minimal and timeless babyhood?
Mia Carr: We created the first lounger for babies back in 2007 after I struggled to juggle twin newborns and a 2 year old. We wanted to create a product that simulated the feeling of being held, which is a form of support all new parents need when home with their newborns. As a mother myself, I noticed that many of the items on the shelves were very bright and cheaply made. We wanted to create a brand that not only created functional products, but put an emphasis on quality and focused on the parent's tastes. We wanted items you could pass on from baby to baby and also items that blended seamlessly into a home.
Afterpay: Consumers are more and more savvy about sustainability and ethics, including how their products are made and who makes them. Why did you put ethics and sustainability at the heart of the business? Were there any challenges?
Mia: As millennial moms, this is where our hearts are right now. We want to create a brand that is locally produced with high quality, ethically made materials. I believe this is where consumers are leaning in so many markets and the baby industry should be no different. I will say that pricing can be a challenge sometimes when wanting to offer products with these standards, however, I believe our customers are willing to pay premium prices because they identify and align with us on our values and mission. They agree that fair labor prices, keeping items made locally in the USA, and adhering to the high organic standards matters.
Afterpay: Being a new mom or dad is stressful! Tell us about your approach to customer service and how you help parents get what they need, when they need it.
Snuggle Me Organic: Customer service has been at the heart of our business from the very beginning. When we first began, my motto was, "I may not have a budget for much, but I can care and I can connect." Larger companies may not have the time or thought to write handwritten notes to customers saying "thank you," but I could. Other brands might not answer every single Instagram DM, but I could. As we've grown, staying on top of communication and deep connection with our customers has been a top priority. As we've built out our customer care team, we solely employed mothers and past customers to oversee the needs of our current customer. I feel this has been a huge advantage for us.
Afterpay: A new baby brings a lot of expenses, all at once. How has Afterpay helped your customers get organic essentials for their babies, without worrying about paying everything up front? How has this helped you grow your business?
Snuggle Me Organic: Having a baby is spendy, that's just the reality. We sell high ticket items and we've heard over and over about how families wouldn't have been able to get what they needed in time had Afterpay not been available. Afterpay definitely has increased sales and allowed our items to be within reach of many more parents.
Afterpay: We adore the Dear Mama eBook. How have this and other efforts helped build community and loyalty around your brand? Do you have any insights on community-building for other small businesses?
Snuggle Me Organic: I have written endless motherhood posts for our community on our Instagram page: @snuggle_me_organic. When I first took over that page, I wanted to stay far away from what other brands were doing in terms of IG. The salsey feel of it all was a big turn off. Instead, I looked to bloggers and influencers to see how they were engaging with their audiences. I decided I wanted our audience to know me personally and I wanted to add value to them as mothers and fathers.
I think what consumers are craving now more than ever is a connection to the people behind the brands they support. My biggest piece of advice would be to show up and be vulnerable. Be real. Show your daily struggles and successes. Let your community become your friends and they will truly advocate for you both on and offline.
Interested in joining Snuggle Me Organic as an Afterpay retailer? Contact our team today by clicking here.
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