A peak behind Leni The Label

I think it's super important to be transparent about what makes this business tick, why it was started and where we want it to head in the future. I say 'we', I definitely mean 'I'. This is a ground up, mama owned business and it's been such a hoot creating these beautiful products for you and your precious babies. 

Leni started amongst the chaos of feeding, rocking and swaddling my newborn (second child), Leni. If I hadn't taken that leap and gotten back into creating I think I'd be quite lost. So, I'm forever grateful I made that choice. 

I have worked in the fashion and textiles industry for the last 13 years, having studied Fashion Design at Otago Polytechnic. I know a lot about fabrics, what works and what doesn't. I loveeee colour, texture and fit and haaaate the huge amounts of fashion waste that we see everyday now. It's shit, to put it lightly. This is exacerbated for the baby and child sector. Rubbish quality and fast fashion items fuel this waste and I decided to say 'heck no!' and create Leni The Label.

I'm not planning on launching a collection every season, nor am I looking to lessen the quality of my products. They are timeless for a reason, to stand the test of time and get a whole lot of lovin' from your family. Our collections are exclusive in the fact that they aren't mass produced at all, quite the opposite AND we are doing as much as we can to reduce our footprint - Yay for planting trees! The collection is small and this is deliberate. One absolutely gorgeous Merino Blanket, Cot Sheets, Bassinet Sheets (that also fit your lounger, and change mats) and Swaddles is all we need for now. But hey, you never know what the future brings, maybe a single or king single? Feel free to let me know your thoughts on this!

I think you can tell by the range that I love nature (hello botanical) but also pieces that will jump right on into your beautiful home decor without being too baby-ish. I want Mum and Dad to be able to enjoy these products as much as the kids - swaddles make a good sarong, who knew? 

Leni HQ is in Wanaka, New Zealand, one of the most stunning places I have ever seen. We are incredibly lucky. The 'we' being my partner and dreamboat, Logan, and kids, Hank and Leni. It's a family affair and everyone pitches in. After every Leni purchase you'll find us doing a happy dance. 

I love hearing your feedback, what you love and what you're not too fond of. So please, feel free to reach out. We're starting to build a lovely little Leni community and I can't wait to hear from you!

Thanks for listening to the ramblings of a tired Mama.

Madeleine x