What inspired you to start a children's wear and nursery brand and where would you say your design process has stemmed from? 

This might not be too shocking, but having kids (Hank 8 & Leni 4) was my biggest inspiration in developing Leni The Label and the dreamy products we have produced. I have a professional background in fashion and textiles so I think it was a natural progression after moving from fast paced career in Melbourne to a slower, family centric lifestyle, here in Wanaka. 

How do your personal values influence the sustainable practices and design choices for your brand?

Having children makes you think twice about your footprint, that’s for sure. I’d love to leave the earth in better shape than when I entered it and I am conscious of that when making decisions for the brand. Also, working in the fashion industry for so long gives you a birds eye view of textile waste and fast fashion, trend driven buying. It was really important to me to be mindful in our production processes and in selecting the pieces we offer. For instance, we use GOTS certified organic fibres and strive for zero waste patternmaking – any scrap fabric is made into the beautiful fabric bags our sheet sets come packaged in and can be re-used. Our fabric dyes are gentle and non-toxic and every order made with Leni contributes to reforestation of New Zealand natives with our partners One Tree Planted. I am passionate about this topic and could definitely go on but I think the main thing is; our products are made well, to be loved and to last a lifetime. 

Your products are extremely soft, can you tell us more about the materials and processes you use to achieve this softness whilst remaining safe for babies and children?

The core of our ranges are made from the most luscious Organic Cotton Muslin. Muslin is known for its lightweight, soft texture. It is perfect for your nursery, being famous for breathability and how gentle it is on your little ones skin. Our kids suffered from eczema as babies and we found standard cotton percale would flair up their skin as they wriggled at night so I was very conscious when selecting fabrics for our nursery range. The ridiculously soft hand feel of the Organic Muslin & Merino creates less friction on the skin and can be really helpful for those babies who suffer from dry, sore skin.

What challenges have you faced as a small business owner in New Zealand? 

Being based in Wanaka, and semi-rural, I’ve definitely seen some logistical issues. It takes longer to get samples, meet suppliers and stockists etc. But as a whole, I’ve loved being in business in NZ as I’ve found such a supportive community here! It really is, for the most part, like one big family. 

We love that your range has a gender-neutral design approach, was this intentional or did this come naturally to you? Yes! I’ll be honest, I’ve never been a big fan of pink. Or blue. Or the traditional boy/girl colour wheel. My children never fit that mould, either. I’ve always designed prints that I’ve personally loved, so I guess the colour palette has naturally come about. I also wanted to create designs that reinvent classic styles. Our most popular print, Kanuka, is a contemporary take on a classic botanical print and I think it creates a timeless feel to the designs that I hope will be loved for a long time.

What is your favourite weekend escape with young ones and what do you never travel without?

Anywhere with salt water. I grew up on the beach so any chance I get I am in the water. Though, if I’m honest, we’re very spoiled here in Wanaka. I’ll never pass up the opportunity to take the kids to one of the many stunning lakes in our area and the never fail item in my bag is one of our Muslin Swaddle Blankets. I’m not even tooting my own horn here, they really are just so versatile. Perfect for shade, ground cover, sarong, as a towel etc. etc. Oh, that and snacks. 

How does New Zealand’s natural landscape influence your design aesthetic and product offerings?

It heavily influences the brands aesthetic. Our most popular print is Kanuka, a New Zealand native you can find growing everywhere here in Wanaka. In fact, the colour palette of our entire range reflects the colour of the mountains that I see out of my window every morning.  

What kind of feedback have you received from parents and customers regarding your brand’s fabrications ?

Our most prevalent feedback is shock and awe of how soft our Organic Muslin is and also the hand feel of our Heirloom Merino Blanket. 

What is your best selling baby shower gift of 2024?

Our Heirloom Merino Blanket Has been a top gifting product since we launched. It has been named ‘Heirloom’ for a very good reason. It took a long time trialling different merino yarns and weights to finally settle on this beautiful blanket. The perfect blend of softness, warmth, breathability and in just the right shade to suit your nursery. 

Is Leni the Label named after anyone close to you?

My daughter, Leni! Not to discount my sons name, Hank, it was already registered to another business owner.. haha

What book are you currently reading?

I wish I had more time to read, but I have just finished listening to Ghost Town Living by Brent Underwood. Brent tells the story of how he ended up buying an abandoned mining town, “mining for purpose and chasing dreams at the edge of Death Valley”.

Best local spots to explore?
-   Lake Hawea for a swim in Summer
-   Arc Restaurant
-   The Secret Sauna
-   Wishbone Falls

Is there anything new you would like to study?

Everything. I love learning so I try to take any opportunity to learn something new. 

What is your favourite plant in your own garden?

Too many. I have a three story high Gum tree in my yard that sways and makes such a lovely sound. It was also the source of inspiration for our Gum print – hand-picked gum leaves were pressed to produce this design. I also have a lot of walnut and olive trees. I love them all.

What’s the last thing that made you smile?

My coffee and scone, earlier. But really smile, My kids being silly this morning. Right before I rushed them out the door so we weren’t late for school.