Folks We Love with Jen Wilson | Founder of BabyDink

It is our absolute pleasure today to introduce you to the delightful, effervescent and all-round-lovely; Jen Wilson, founder and owner of BabyDink. Jen’s passion and dream was to design a functional, stylish, unique and easy-to-wear baby carrier. And thus, after a long labour of love, stepping away from her previous career and with the love and support of her husband and (now adult!) children, the BabyDink brand was born and has cemented itself in the homes, hearts and arms of mamas worldwide. Everything about the look, functionality, comfort, safety and quality of this carrier is so well thought out, tried and tested and the best of the best - it speaks for itself and Jen truly succeeded in creating her dream product. And along with mamas everywhere, we’re so thankful and huge fans of this gorgeous brand - we’ve both used BabyDink for our babes.

We chat to Jen about all things business, babies, carriers, quarantine life, and motherhood, we hope you find this interview as wonderful, relatable and inspiring as we did!

Where are you from?
Mount Martha, Victoria on the beautiful Mornington Peninsula

Who is in your family?
My beautiful Scottish Husband Ricky, and our gorgeous kids Ryan (23), Eloise (22), Finn (19), and Liv (11) our fur babies, Piper and Bonnie.

Occupation? 
Founder, Owner and Chief hat wear at BabyDink 

Can you tell us a little bit about the BabyDink journey and how it came to be?
Gosh, I have to cast my mind back a wee bit to answer this one. I don’t recall a specific moment that drove me to take on the baby-carrying industry, as a one-woman show …it’s rather overwhelming when I think of how far this idea has come. 

It was waaay back in the 90’s when as a new mama myself in Byron Bay, I was endlessly frustrated by baby carriers and wraps on the market.

All the wrapping and buckley bits just seemed all too fussy to me. I had noticed parents struggling with using baby wraps incorrectly or having a hard time with buckle baby carriers that weren’t holding their infants’ necks in safe positions. I recall all those years ago just thinking,, there must be a simpler option.

That idea just followed me around, like when you buy a red car and then all you see are red cars, I couldn’t stop spotting mamas and their beautiful bubbas being carried in various slings, wraps and carriers and analysing the heck out those carriers – I became obsessed with improving the support for both bubba and mama. 

Was it scary taking the leap from a full time, well paying job, to starting your own business?
Hell yeah! It was and still is, a daily leap of faith, but I would not trade it for anything.

How in-depth was the process to create the ultimate, perfect design?
BabyDink has been almost 20 years in the making. From sketches, to first prototype, it’s been quite the journey. Getting the fabric right was the crucial part of the design’s functionality. Much trial and error and focus groups and feedback. 

I spent endless hours researching what was not only missing in the market, but what were the needs of parents not being met. So much like my then toddlers, softly pulling at my shirt, reminding me it was there. As time passed the idea for a fuss-free carrier just keep popping up for me. I had to explore it.

Over time the process of refining my design began. I hit every road block, creatively, financially and emotionally – quite the parallel to parenting in many ways. It had to be perfect. It had to be safe for bubs and comfy for the wearer. If I was going to DO IT, it had to be done to the best of my ability. So I waited a couple of decades until it all came together and I had the time to pour all my love and energy in and be proud of the product. And you know what was so lovely about the waiting? Even though it took time…the need remained, the gap was still there and parents in 2018 still lacked what I felt I lacked in the 90’s  - I knew I had to go all in. 

Ultimately, I don’t think I would’ve taken the leap without a consistent practice of building resilience, self-belief and confidence in myself. Overcoming the obstacles and experiencing periods of self-doubt have been all part of this incredible process in bringing BabyDink to the world.

What makes the design of BabyDink different to other carriers?
BabyDink is the first of its kind, the newborn baby carrier you wear as a top. Its quick and easy, same fit every time. It’s suitable from birth – without having to use an insert to carry baby at a safe level

No wrap.
No Buckles or clips.
It’s ergonomic and offers hip and lower back support. 
Made from buttery-soft GOTS certified organic cotton.
Lightweight & Breathable & Super comfy and secure for Bub
Small Batch Eco-Conscious & Functional Design
Inclusive Sizes - AU4-AU22
Handsfree Baby Wearing 

Often when I think of our target market, I focus on the person wearing the baby– new mamas. However as parenting roles evolve the new Papa’s are a huge focus for BabyDink too. We are a product, but we are ultimately an experience. It is my vision that through using a BabyDink carrier, new parents and new Earth-side wee bubbas are able to deeply connect at the heart space level in that most important post-partum period, the 4th trimester and beyond. So really we target family connection. 

We aim to play a humble but vital part in regulating a new babes nervous system with that of their folks.  It’s all about heartbeat rhythm and skin on skin connection – keeping that precious new baby close enough to kiss. While also honouring that modern parents often need to have the flexibility of being hands-free. 

What changes has covid presented your business?
BabyDink has experienced enormous growth during Covid – which I feel really grateful for. 

I think it’s been a culmination of being an E-Comm business, and parents prioritising the importance of baby wearing during a pandemic to make homelife a little easier, while keeping babies close. 

During this time, global markets have opened up significantly and our sales are increasing in new and exciting territories. It’s been wonderful to experience my product being embraced worldwide.

What does quarantine life look like for your family?
My current iso team is Finn and Ricky. There is lot of cooking, lots of eating, some serious backyard golf by the boys. And I signed up for a few  ‘Challenges’  (see below!) 

Mostly working on BabyDink, punctuated by daily postie visits while my husband takes up many and varied quarantine hobbies – it started with tightrope walking…..

Any tips for staying healthy, physically and mentally, during a pandemic?
Feel like I’ve done every ‘challenge’ under the sun – definitely feeling the benefits. These restrictions are tough mentally. 

First was a 21 day Yoga challenge that I am now on day 84 !!  Also in week 6 of a Boxing challenge (yes we have a bag!!) I find punching also helps!  And lastly a dance challenge that goes through every decade of song choice – currently on the 90’s! Good tunes have worked wonders to be the best mood lifters. 

What do you love most about being a mama?
I love that it’s at the point with my kids who are young adults now that we can look back and reminisce and share a laugh with about all the good times, watching them and their friends grow into amazing humans, taking on the world. It’s privilege to witness and be surrounded by inspiring young adults. 

A year ago I took Eloise to Hawaii for her 21st birthday present, and the 2 of us had the most amazing trip I will treasure the memories forever.  We are making an effort to keep planning new adventures.

What is the most challenging part of being a mama?
Letting go. Letting go. Letting go. 

How do you juggle mum life and entrepreneur life?
Well it likely helps that my babies are all grown up! That said this mum gig is for life. Needs of little humans give way to needs of big ones. Regardless of your kidlets ages, being a mother is an honour and a service I hold with such reverence.

To find balance within the many roles required to be MUM just takes real conscious effort to make sure you manage work commitments in a way that is in balance with your own needs and that of your family. 

What do you love doing most as a family?
Eating and drinking, and a good kitchen dance-off (usually it’s just me – LOL)

Where do you feel most inspired?
The beach always gives me the most feeling of connection and peace. And the shower seems to be the place my most random and inspired ideas come from!

What are you reading?
Archie Roach – Tell Me Why. I find his storytelling so moving. I’ve been lucky enough to see him perform over the years and each time his lyrics evoke such a raw and human emotional response . I feel he is such an important leader. His message is lived and heartfelt. A true Australian Legend.

What are you watching right now?
The Marvellous Mrs Maisel – 1950’s New York, give me one, or the other but better with both! The dresses! The cars, the nostalgia and it’s a crack up. 

What does self-care look like for you?
Yoga, Breathe, catching up with friends (when not in ISO), Getting into nature, Sunday food prep, curling up with a good book.

How do you manage stress?
I have to say I have gotten a lot better over the years, I’d say it down to a combo of yoga and practicing radical acceptance – which I first found out about from Lady Gaga – I love when wisdom finds you in unexpected ways.  Its become a mantra for me!

What is the best piece of advice you have ever received?
Recently my beautiful mum imparted some of her wisdom on me. Something I really needed to hear at the time.. She said-  Jen remember “Who is responsible for what? Your only for your responsible for yourself. What is it that you are responsible for? What are others responsible for?” 

Don’t get caught up in things you can’t do a thing about, because everyone will do what they are going to do. All of which is based on their own belief system.

We can care, support, and encourage others, but at the end of the day we are only responsible for ourselves. As someone,( like so many women) who finds it so easy to go above and beyond for others in all areas of life, I need to remind myself of these pearls of wisdom. 

The number one trait you hope to instill in your children?
It’s really 3 but they go together for me - Respect for yourself, respect for others, respect for the environment

What are 4 things you can't live without?
Tunes
The Beach
Vodka
My beautiful family
(not in this order!)

Shop Babydink at babydink.com.au and follow on Instagram @babydinkwear