After I became a mom, the only thing I wanted to do for other new moms was to show them unconditional support. When they had random gifts flying at them – stuffed animals, cute clothes, the big items from helpful relatives – all I wanted to do was be the one to show up with ready-to-eat food and coffee, slip in and quietly clean the kitchen, and then disappear without leaving a trace. Make their lives easier. Do the things they need without being asked. Give them quiet space while they cry, trying to perfect a latch with a tiny, uncooperative mouth.
Recently, I had a moment of clarity while trying to think of exactly who our customer was. Because the obvious thought is soon-to-be parents and that’s who we were originally focused on marketing to. But the majority of the ones that signed on early; the ones that helped spread the word and were so excited to hear about this service – they were already moms.
They knew.
They knew about the quiet loneliness of sitting in a dark room in the middle of the night nursing a baby and trying not to think about how tired they are or how long it's taking. They knew about the neverending to-do and to-buy list that felt like a weighted vest they couldn’t take off. They knew about those private, dark moments where they’d stop and wonder: why did no one tell me it was going to be like this?.
And I was one of those moms, too. Wanting to do whatever I could for them that didn’t impose. I wasn’t there to just hold the baby so they could sleep or shower or fold the laundry – I was there to provide service so that they could worry about less.
In short, that’s what’s behind the concept of habiller. Yes, the clothes are adorable, ethically-made, locally-sourced, and environmentally conscious. Yes, there’s a tangible cost savings and a measurable environmental impact. Yes, you’re supporting a women-owned, local business. But at its root, at its core, it’s a service that we want to provide to parents. One that can take care of some of the extra stress and worry that you really don’t need.
Baby grew overnight? Give us a few days and we’ll have a new ready-to-wear wardrobe in your hands; no need to even wash the old one first.
Blowout stain that you can’t get out? It’s okay. Honestly. That’s our job. It’ll be cleaner than brand new by the time it’s on the next baby.
No energy to measure a squirming baby and pick a size? We can make a housecall. We’ll even teach you how to masterfully fold a swaddle if you need it. And, yeah, we might still bring food.
So don’t worry, mama. We’ve got this.
