Growing up in Australia, Raegan Moya-Jones, co-founder of aden + anais, was introduced to many traditional practices of motherhood and was most fascinated by the practice of swaddling babies in generously sized, gentle muslin sheets. She found that even the fussiest babies seemed to sleep more peacefully in muslin. Swaddling also has a natural ability to recreate the warm and cozy feeling of the womb. Raegan created aden + anais when she moved to the States and couldn’t find any swaddles like the ones she remembered from back home. Within months, her swaddles were in stores around the country and on virtually every celebrity gift registry out there! We know this is true because we’ve spotted celeb moms like Selma Blair, Jessica Alba, Kate Hudson and more using her swaddles! For more on how this amazingly popular brand got started, read our interview with Raegan below and be sure to check out the entire aden +anais line on RosenberryRooms.com!
How would you define the Aden & Anais style philosophy?
The aden + anais® style is really based on my own personal taste and I think it has evolved from there. I’ve never been a big fan of cutesy baby designs so when I started to design our swaddles I wanted to create something that I would use for myself and my own girls. I also recognize that different styles do better in different parts of the world. For instance, one of my favorite designs is Super Star because of the big bold colors and the simplicity of the design. This pattern is very popular is Australia, but the primary colors are not as popular here in the US, which is why we created Super Star Scout. It has the star pattern but in a more subdued color palette.
What inspired you to become a designer and start a business?
In 2003, I was expecting my first baby while living in the United States, half a world away from my family, back home in Australia. Like all new mums to be, I was preparing for the baby’s arrival, and one of the must-have “things” that all Australian mums used on their babies were muslin wraps. I looked everywhere for them in the US and not only could I not find them, no one had any clue what I was talking about! I resorted to having my sister send me some from Australia. Upon their arrival it dawned on me that all Australian mums couldn’t have it wrong, and that if I introduced them to American mothers, I knew they would feel the same way. Before I could stop myself, I took a page from Plato’s Republic – inventing by way of necessity – and decided to take matters into my own hands. I co-founded aden + anais® and took my first pack of aden + anais® muslin wraps to market in the US in July 2006. Today, we can be found in twenty countries around the world and in many thousands of stores.
What is your favorite part of your daily work when you reflect on the day, what is most rewarding?
Coming home to my four daughters and the fact that mothers email me on a daily basis to tell me how much they love the product and to thank me for introducing it to them.
If you had to pick a favorite piece from your collection, what would it be?
What sets Aden & Anais apart from other designers in your industry?
We offer an excellent combination of unique, contemporary designs with unmistakable functionality and unparalleled breathability, the aggregate of which is the foundation of our success in the baby market. I whole-heartedly believe that this combination is ultimately what sets us apart in the industry.
Do you have any news that you would like to share, perhaps about upcoming designs or introductions to your line?
2012 is going to be a big year for aden + anais®. We have a lot of new products and line extensions coming out this year that I’m very excited about. For instance, we’ve created a beautiful skin care collection called mum + bub™. The range has been in the works for years, so I’m incredibly excited about it. What makes this collection different is the use of pawpaw fruit in each of the products. Pawpaw has been used in Australian skin care for over a century and just like swaddling, it is a staple back home. I’m confident that mums here will fall in the love with the versatile nature of the mum + bub™ skin care range. We’re also coming out with our serenity star® which is an innovative multi functional nursery accessory. As far as we know, it is the first system to combine an electronic feeding diary, room temperature indicator, night light, sound machine and clock in one modern design that I believe fits with any nursery décor. I’m very excited about these two new products since they are a bit of a departure for us, but in both cases there is really nothing like it on the market.
Now…Just for Fun
Favorite Food – Custard tart from Michel’s Patisserie in Sydney
Favorite TV Show – Right now – Modern Family
Favorite Movie – The Deer Hunter
Favorite Weekend Activity – Having breakfast with my family in our PJs
Favorite Band – That’s too hard to say. My favourite band depends on the mood I’m in when I turn on my iPod.