Nature Baby - Georgia Faull
When Georgia Faull had her first
child in 1998, she was frustrated with the available range of baby
products. Refusing to dress her children in polyester, Georgia set
about establishing a business providing quality, natural products
that would benefit present and future generations and Nature Baby
Georgia Faull, Director and
Research Development Manager for Nature Baby, has spent the last 10
years raising not only three children, but also a successful
business which now boasts two flagship stores, an online store, and
distribution throughout New Zealand, Australia, and Japan.
Nature Baby is founded on Georgia's passion to provide quality
products that challenge the typical consumer experience. Its
organic merino range, for example, is obviously good for babies but
also considers the welfare of animals and agriculture, promoting
organic farming and sustainability. Her inspiration? Her own
children, of course - Nature Baby is truly tried and
OHbaby!: What gave you the idea
to start Nature Baby?
Georgia: Back in 1998, the choice of
products available for babies was very limited, and I couldn't
believe that most of what was around was synthetic and unnatural. I
didn't want to dress my baby in sweaty polyester, so that's where
our journey began.
OHbaby!: How did you put your
business plan into action?
Georgia:To be honest, in the beginning
we didn't really have a business plan! We started this business
from scratch. It was a completely new idea at the time, and we
really didn't know if it was going to sink or fly. Our main
priority was to just sell what we loved and believed in - the
business plan came later.
OHbaby!: What was the hardest
part in the early days?
Georgia: What I really didn't expect was
the amount of consumer education needed about the benefits of
natural products. For example, when we first started selling
organic merino, people were very suspicious of wool. They thought
it would be itchy and hard to care for. Now people recognise what a
wonderful, versatile fibre it is.
OHbaby!: What is the most
exciting part of being in business?
Georgia: I really love the creativity.
As a business owner, you have the freedom to create things the way
you want them to be. Also, to run an ethical business is very good
for the soul. It's very heartwarming to be able to sell what you
believe in. You know it's good for everybody, from the producer to
the consumer; and it's satisfying to be a part of social change,
especially as more people now recognise the value of these
OHbaby!: How does motherhood fit in with
your business, and vice-versa?
Georgia: My children are a great source
of inspiration. Most of the ideas for our work come from looking
after them; therefore, we are happy and fortunate that our business
and family life are very connected.
OHbaby!: Have you had any stressful
"working mum" days?
Georgia: A typical stressful day would
involve opening the store in the morning after a wakeful night with
a sick child, feeling absolutely exhausted, working a challenging
day, and then coming home to housework, cooking dinner, and all
those other requirements of motherhood - when all you really want
to do is curl up and go to sleep!
OHbaby!: How do you find balance between
work and family life?
Georgia: This can be very tricky, and is
something all working mothers struggle with. The answer, for me, as
our family grew and we had more staff to handle the business
responsibilities, was to step away from the daily operations and
work on research and development from my home offce. This way I
feel I have more balance.
OHbaby!: Do you ever take your children
to work with you?
Georgia: I can take my children to work
with me, though they can be a little distracting! I am very lucky
to have the support of two grandmothers, who help with
OHbaby!: What did you want to be when
you were younger?
Georgia: I have always been passionate
about the environment, though I didn't really know what I wanted to
be. I knew I never just wanted to do a job for money, and I have
always wanted to do something that helped people to think about
things, or change their ideas. One of my inspirations as a young
girl was Anita Roddick, the founder of The Body Shop. Her ideas
were revolutionary at the time, and she instilled a strong value
system in her business, while at the same time building a global
OHbaby!: What's your favourite thing
about the business now?
Georgia: My favourite thing is that
everything is changing all the time, our business will change - it
will not stay the same, and that I find very exciting.
OHbaby!: What products are you most
Georgia: I am really
proud about all our products, but I am especially proud of our
organic merino clothing range. It is 100% New Zealand made, from
organic merino fibres that have not been treated with any kind of
chemical at any stage.
OHbaby!: Would you like your role to
change, or stay the same?
Georgia: I would like my role to stay
the same as I enjoy things the way they are. Though, with a
preschooler in tow at present, I do look forward to having a little
more fexibility with my routine and what I can squeeze into one
OHbaby!: Do you have
any regrets about the path you've taken?
not. All the mistakes you make along the way help you to grow and
learn. You also can't be afraid of making mistakes, because taking
risks is what business is all about.
OHbaby!: What is the best advice you
were ever given as a mother?
Georgia: Children are only young once
and they grow up very fast, so enjoy it when they are little.
OHbaby!: Do you have a favourite mantra
or saying for when the going gets tough?
Georgia: Nothing ventured, nothing
As seen in OHbaby!
magazine Issue 6: 2009
Subscribe to OHbaby!
Purchase Issue 6