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Babies & Families

Bob Sunderland models Poe Wovens baby wrap

Inside: Questions & Answers for your new family • Vt. Made Baby Wraps The Addison Independent • March 2, 2015

PAGE 2 — Babies

and Families

• Addison Independent, Monday, March 2, 2015

Hands free!

Mom of 5 develops her own baby carrier

By CHRISTY LYNN said, thinking of her then four-month-old BRIDPORT — Sometimes the best ideas daughter. come just before a breakdown.

She worked hard to juggle her studies as You’re at the end of your rope and you’re a single parent while working two part-time either going to break down or break through. jobs through her four-year program. She Nancy Sunderland is one of the fortunate finally earned her bachelor of science degree who broke through. with a major in business and a minor in Sunderland, 37, is a native Vermonter human development and family studies. who grew up in Essex Junction to In her final year at UVM, French Canadian parents who had “Every Sunderland met her future emigrated from Quebec. husband, Bob Sunderland, a fifthToward the end of high school, parent has generation dairy farmer from Sunderland reviewed her options a toolkit. For Bridport. and made a decision that surprised me, one of “We met at a jazz club called several people around her: She those things the Waiting Room, and the first enlisted in the U.S. Marine Corps. is having a words I said to him were, ‘I’m a “I needed discipline in my life and I’m a single mom.’ great support Christian and boy, did I get it!” the Bridport I thought he’d go running, but he system.” resident recalled. didn’t.”

— Nancy In 1999 Sunderland completed The couple married in May Sunderland 2003 and got pregnant within a her four-year term in the Marine Corps. She was honorably year. Abigail, Vanessa and Laila discharged after spending time in active followed in quick succession and Nancy duty in Parris Island, S.C.; Jacksonville, Sunderland found herself busy as a stay-atFla.; Okinawa, Japan; and finally at Camp home mom with four daughters on the family Pendleton in California. farm in Bridport.

At the time of her discharge, Sunderland About four years ago, Nancy and Bob said, she was in an unstable marriage and had Sunderland lost their fifth child, a son, after a six-week-old daughter, Brittany. just 19 weeks of pregnancy.

In pursuit of healthy support and the “I had the option to induce labor and deliver strength of home, Sunderland returned to the an already sleeping baby or to have a D&E, Green Mountain State. which is a late-term abortion procedure,” Within a year, she had filed for divorce and Nancy said. enrolled at the University of Vermont in the The Sunderlands chose labor and delivery business department. and were able to bury Baby Jason on the “I wanted a stable job with no risk — some family farm. nice desk job or something,” Sunderland Fortunately, the Sunderlands were blessed

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Nancy Sunderland is a veteran of the U.S. Marines, an entrepreneur and a mother of five. Here, she carries her youngest child, Beau, using one of her luxury woven baby wraps made in Vermont by her company, Poe Wovens.

with another pregnancy just a couple of months later, and later Nancy gave birth to her final child, a healthy boy named Beau.

HANDS-FREE CARRIER As one might imagine, Sunderland often found her hands full.

“I basically had an infant plus at least one other young child with me for a decade straight,” Sunderland said, “so naturally I had to look for ways to increase efficiency.”

Finding hands-free ways to carry a child was just one of the tools she developed for her mommy toolkit.

Sunderland experimented with dozens of different carrying wraps, slings and other

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devices, starting with the popular Baby Bjorn carrier and experimenting with many different varieties from there.

“Some of them would bunch or rub and chafe around the waist or under my arms, others worked for a while when the baby was small and light, but when they got older wouldn’t distribute the weight appropriately and would cause back and shoulder pain. Others were just plain unattractive, accentuating the muffin top that you’re already overly conscious about,” she recalls.

It wasn’t until after she had Beau that Sunderland really experimented with wraps, (See Sunderland, Page 4)

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Babies and Families

• Addison Independent, Monday, March 2, 2015 — PAGE 3

All Nighters

Aren’t what they once were Dubief admits that being a stayBy ELSIE LYNN at-home-mom — or SAHM for “Most people have pulled an allshort — is not her natural state. nighter — driving across country, “I am a terrible homemaker cramming for a test, etc. So when (ask anybody who has been to you talk about sleep deprivation, our home),” she said. Which is most people will nod their heads partly why she started her website, and think they know what you’re troublesometots.com. talking about. But they don’t, I “This website started out as a mean, not really,” explained Alexis way for me to play with Wordpress, Dubief, a mother of two boys. social media, SEO, etc. It was an “When you have a baby, this engaging project for me to noodle little seven-pound love nugget is on when the kids were napping.” immediately the most important But sleep was elusive for the thing in the entire world,” she Dubief family in the early months continued.

DUBIEF of their sons’ lives. And that’s “You’re constantly obsessing — is everything OK? Is this normal? Am I doing a how topics on baby sleep and sleep deprivation became the focus of troublesometots.com. good job? Honestly, it’s exhausting!”

Since she first started blogging in 2011, Dubief Dubief and her husband, Yves, moved to Essex Junction eight years ago from California is now on target to reach over 1 billion page when he was offered a position at the University views this year. She’s also working on her first of Vermont as a professor of mechanical book “Precious Little Sleep,” slated to launch in summer 2015. engineering.

She recently elaborated on her experiences as Before moving to Vermont a tech-loving SAHM who knows an awful lot and having their two boys about sleeplessness and babies.

— Duncan, 7, and Brice, 5 — Dubief used her Q: What is it like to be that technical writing and MS extremely deprived of sleep? in finance degrees as a A: Tired babies cry a lot. software product manager They’re fussy. Soothing a fussy at a subsidiary of Apple baby is exhausting. Getting an computers. overtired baby to fall asleep “I was in charge of a cool (much less stay asleep) little software product called Bento is a huge challenge… that enabled users to create simple database You limp into bedtime applications on a Mac,” she described. “It was pretty nifty, but sadly was taken off t h e ready for a well- deserved break, but your market so I can no longer walk into a Mac store non-sleeping baby is going to continue their nonand say, ‘Look — I designed that!’ Although I sleeping ways at night.

While it’s normal and expected for a newborn can still point at my kids and say that, so …”

QA and

Alexis Dubief writes a popular parenting blog and curates a website, troublesometots.com. Her inspiration came from her two sons, Duncan and Brice, above, who have taught Dubief more than she ever thought she would know about sleep deprivation.

baby to need a lot of night care, people don’t always realize that this can continue for months or even years. We believe that sleep is this innate thing, like breathing, that children will simply just do but no, it’s a skill that needs to be developed.

If they don’t develop this skill, your newborn grows up into a (insert: 8-month-old, 1-year-old, 2-year-old) who is up every 1-2 hours all night long. The grandparents have gone home and the neighbors have stopped dropping off casseroles — there is no end in sight. You aren’t sure how you got here exactly and you are definitely not sure how and when things will get better.

The pit of sleep deprivation can be dark and deep. And unlike most of our previous experiences with sleep deprivation (à la studying for finals) it’s not a discrete event, it just goes on and on.

And sleep deprivation doesn’t just impact parents; kids who are waking frequently or taking short or nonexistent naps are more likely to be fussy, cry, have tantrums, get sick, etc. So making healthy sleep a focus for parents is not selfish, it’s critical to the well being of the whole family.

Q: Why did you start troublesometots.com?

(See Q and A, Page 6)

PAGE 4 — Babies

and Families

• Addison Independent, Monday, March 2, 2015

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Woven wraps are strong and secure, allowing the carrier to go about their business with free hands and the mobility often compromised by parenting. As a fifth-generation dairy farmer in Bridport, that’s important for Bob Sunderland.

Sunderland business plan and marketing effort and learned (Continued from Page 2) and she was instantly sold. The first product she about business leadership. tried was the Moby Wrap, which is a stretchy, In 2013, Sunderland received a modest loan knit fiber that was comfortable and easy to use from Community Capital of Vermont, which when Beau was a small baby. However, as he was enough to produce her first run of woven grew older and heavier, the loose fabric’s lack baby wraps. of support became clear.

Her company was initially named Poésie Sunderland saved up and invested Tissée, meaning “woven poetry” in in her first woven wrap.

French, which Sunderland grew up The primary difference with “I go to the speaking at home with her family. It woven wraps in comparison to knit grocery was later rebranded as Poe Wovens. wraps is that knit fabric is produced Even with the limited resources store with on a circular loom that allows the she had access to, Sunderland material to stretch in all directions. two or three worked hard to market the business It’s a great tool for a newborn worn kids, one of on social media channels like on the front, but once the child them in a Facebook, Instagram, Twitter and reaches 18 or 20 pounds it stops Pinterest. She now has close to carrier, and being a great solution.

10,000 Facebook followers and A woven material, by contrast, only I feel like a says the vast majority of her sales stretches minimally on a diagonal superhero are to people who find Poe Wovens axis, due to the perpendicular weave because I through social media. of the fibers. It is inherently stronger However, while Sunderland was and more versatile and parents can can manage confident that she had a great idea safely secure their baby to their this situation and a great product, she struggled front, side or back. Woven wraps with ease.” with capital. “I didn’t really know can safely and comfortably carry a — Nancy how I was going to get to the next child up to about 40 pounds.

Sunderland step,” Sunderland recalled.

Sunderland loved the wraps, but Luck struck again for Sunderland was disappointed to learn that she when she found MiddTAP could not find any made in America.

(Middlebury Technical Assistance Program) “I guess I just saw an opening in the market and the Middlebury Economic Development and an opportunity for a quality woven wrap Fund, led by Jamie Gaucher, who is that was made in the U.S.” Middlebury’s business development director.

MAKING HER OWN WRAPS MiddTAP is a program that matches interested Sunderland started doing research on fabric entrepreneurs who have scalable business ideas mills in the United States, many of which are with professional coaches who can assist them struggling to hold a place in the market, and she with their business development. It was in this was determined to do what she could to set up a program that Sunderland met Krista Conley, business. She enrolled in a small business start- principle of Clarion Consulting, a “strategic up program with the Women’s Small Business consulting firm that specializes in guiding Center led by Gwen Pokalo in Burlington. start-ups and growth ventures to innovate and Through an intensive program, she developed a (See Wrap, Page 5)

Babies and Families

• Addison Independent, Monday, March 2, 2015 — PAGE 5

Wrap (Continued from Page 4) execute,” according to the company’s mission statement.

Conley has a long history in business and has been an angel investor and consultant for small businesses across the world.

Conley is now working as a consultant with Sunderland, lending some of her expertise and history to the venture.

“Everybody needs a catalyst,” Conley said. “For me it’s wonderful to not be the one with all the responsibility, but still be in a complementary role with a different set of skills and a network of valuable contacts to offer.”

With Conley’s assistance, Sunderland has been able to widen her scope of what is possible with Poe Wovens and has identified a fourphase business growth strategy that she plans to carry out. In the end, Sunderland hopes to have full vertical integration with her own textile mill, cut and sew facility and distribution center, as well as a retail location where Poe Wovens can invite customers to visit the factory for tours and work with a baby carrying

“Spangled” woven baby wrap by Poe Wovens

consultant (Sunderland has her certification) to help make the right choice for a woven wrap and learn how to use it.

Sunderland has also established educational campaigns to help parents learn how to properly use a woven wrap and provides an easy-tofollow four step process to teach people how to safely use the wrap.

TIGHT AND SECURE Sunderland has developed an acronym for woven wraps to tout the values of this style of carrying, TOUCH: Tight and secure; Open airway, Uncovered face: Close enough to kiss; Head, neck and back supported.

While there is a fair amount of education and outreach required within her business, Sunderland’s relentless can-do attitude has made it clear that she’s on to something good.

“Every parent has a toolkit,” she said. “For me, one of those things is having a great support system. My parents and in-laws are able to provide an incredible amount of time and support and my husband is a very engaged and active father, which I value over almost all other things. But another one of my tools is baby carriers.”

Sunderland says carriers have increased her confidence as a mother, as they allow her mobility and flexibility that helps her feel like she can go anywhere and do anything she wants.

“I go to the grocery store with two or three kids, one of them in a carrier, and I feel like a superhero because I can manage this

Bob Sunderland (left) is now a partner in the family business, Rolling Acres Farm, in Bridport. He poses here with his wife Nancy, founder and brand leader at Poe Wovens, and their five children, pictured clockwise, Vanessa, Abigail, Laila, Brittany and Beau.

situation with ease,” she said. “I was down in New York City a while ago and watched as native New Yorkers struggled in the subways with strollers while I cruised on my way with a kid on my back.”

In addition to the physical benefits, ease, comfort and convenience, baby carriers offer a major added benefit of strengthening the bond between the baby and the carrier.

“New moms are tired and they need a break.

But babies don’t get that and will more often

than not fuss when they’re put down. Carriers offer the dual function of giving Mom a break while soothing baby,” Sunderland said.

Poe Wovens baby wraps are a luxury product designed and marketed for the modish, upscale client. The company’s tagline — “Chic.

Connected. Cool.” — says it all.

Sunderland plans to market directly to the millennial generation that is just beginning to have babies. Conley and Sunderland believe (See Functional, Page 6)

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PAGE 6 — Babies

and Families

• Addison Independent, Monday, March 2, 2015

Q and A

Functional

(Continued from Page 3) A: I started blogging about kids and sleep because we had a terrible go of it (both of my little dudes had terrible reflux, which made our transition to parenthood unusually rocky) and I learned a ton through that process that I felt I could share with others. At heart I’m a researcher, so digging through baby sleep books and academic research is something I’m pretty comfortable with. Fundamentally, all I do is read a lot, ask many questions, and distill it down into basic ideas that I share online.

I never expected to have any readers. Now millions of people from all over the world visit my site every year. Honestly, it’s thrilling!

Q: Why did you want to write this book, “Precious Little Sleep”?

A: In the summer of 2013 a highly reputable book agent reached out to me and we started to go after a traditional publishing opportunity.

For most authors this would be an amazing opportunity. I spent the summer researching “traditional publishing” and reached out to many authors (many of them New York Times bestsellers), read everything I could get my hands on, talked to my agent. Eventually I came to the conclusion that it wasn’t the right choice for me. It was too slow, too restrictive, and in many ways they weren’t really offering me anything.

The only reason I could get a traditional publishing contract was that I had a platform (my website) and they felt I could use it to market my book. I felt I could do the same thing, more quickly, on my own. Time will tell if this was a wise or foolish decision.

I still have an agent and she feels the

traditional publishing opportunity that I turned down is still on the table. But after a successful Kickstarter campaign last summer, I’m 100 percent committed to the path I’m on.

I never believed I could or should write a book. Nor was I convinced the world needed another baby sleep book. One parenting author I came across wrote, “There are so many baby sleep books, they’re giving them out by the cord. Like firewood.”

So the whole thing really started when the agent called.

Could I write a book? Should I Alexis Dubief is an expert on sleep deprivation and advocate for write a book? Is this a terrible sleep training for children. Dubief’s two sons, pictured here with idea that will end in humiliation her husband Yves, have had to work hard to develop what Dubief and disgrace? calls the “skill of sleeping,” which did not come easily for them.

Last September I started She writes about her parenting experiences and lessons she has working on it, figuring I would learned in her blog troublesometots.com and in her first book, see what happened. Admittedly “Precious Little Sleep,” scheduled to publish later this year. it’s been a slow slog — I write when my youngest is at preschool (which is psychology to contribute great content, as well only a few hours, a few days a week). But it’s as an illustrator, copy editor, interior designer, come together. I’ve shared it with others and and cover artist. This is definitely a collaborative gotten strong feedback. So I keep chugging project!

My initial goal was January 2015, but June is away at it. And here we are. probably more realistic at this point.

Q: What’s left in the process before it is Q: Of all the advice you give to parents what available to parents or parents-to-be?

A: I’ve written a 120,000 word manuscript is the most important thing?

A: There is nothing you can’t handle. and have gotten great feedback from a highly qualified manuscript editor. Now I’m working Sometimes we start getting panicky, we lose to improve the draft I have so that I can send faith in ourselves.

Don’t. You can and will figure out how to it out to beta readers for more feedback. Does the book cover all the key points? Does it make make things better for your whole family. You sense? Is it funny enough? Can sleep-deprived are infinitely capable of this. Come up with a parents find what they need? I’m also working plan and do it. And remember, there is nothing with some local experts on nursing and child you can’t handle.

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(Continued from Page 5) this population is interested in a sustainable, socially conscious product that is functional but also fashionable.

Fabric designs for wraps range from “New moms classic herringbone patterns to checkered are tired and patterns and even a new they need a patriotic fabric featuring break. But stars and stripes (called babies don’t “spangled”). get that and Woven wraps have long tails that can will more be used to provide often than additional coverage for not fuss breast-feeding, wrap when they’re like a scarf around put down. the neck, or hang Carriers offer fashionably from the the dual waist.

According to the function of company’s launch giving Mom a plan, “Poe Wovens’ break while unique selling position soothing is that they provide an artfully designed and baby.”

— Nancy structurally safe woven Sunderland baby wrap, which encourages the natural closeness of parenting, while allowing parents mobility and style.”

While it’s certainly not a desk job, Poe Wovens may just be that breakthrough idea that offers a win-win opportunity for Sunderland as an entrepreneur, a mother of five, and a female business leader in Addison County.

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Babies and Families

• Addison Independent, Monday, March 2, 2015 — PAGE 7

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PAGE 8 — Babies

and Families

• Addison Independent, Monday, March 2, 2015

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