Earnshaw's | April/May 2022

INFANTS’, GIRLS’ AND BOYS’ WEAR REVIEW

VOLUME 106 ISSUE 2 • APRIL/MAY 2022 $10.00

T H E B A BY I S S U E

MODERN HUES & SPUNKY PRINTS FOR BIG CITY STYLE BRECK KIDZ EMBRACES THE GREAT OUTDOORS SWEET SLEEPWEAR STEP-BY-STEP WITH FLOAFERS

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Our lightweight, faux-fur lined leggings, plush slippers, and cozy socks are now available for little ones.

Follow us @thelemoncollections Visit us at lemoncollections.com For wholesale inquiries or to shop using our NuOrder platform, contact lemonwholesale@unitedlegwear.com.

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CONTENTS April / May 2022

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Noelle Heffernan Publisher Michele Silver Editor Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Mariah Walker Fashion Director ADVERTISING Jennifer Craig Special Accounts Manager PRODUCTION Laurie Guptill Production Manager Mike Hoff Webmaster Bruce Sprague Circulation Director

F E AT U R E S

D E PA RT M E N T S

14 Ode to the Great Outdoors If a sport involves a mountain, Breck Kidz of Breckenridge, Colo., has the gear for it.

By Michele Silver

4 Editor’s Note 6 Behind the Scenes 8 Seen and Heard 12 On Trend 21 Note to My Younger Self

18 Hook, Line and...Floating Footwear Floafers CEO Larry Papano discusses the evolution of this kickstarter brand.

By Michele Silver 22 Sweet Child of Mine Intimate portraits of mamas and their babies photographed in their homes in rich living color.

By Mariah Walker

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This page: Mom Genesis is wearing a dress by Tia Ciabani.

On the left, baby Gian Lucas is wearing a striped T shirt by Molo, a bloomer by Tia Ciabani and fleece booties by Zutano.

On the right, baby Gian Carlos is wearing a blue bodysuit by Cotton Bloom, an overall by Oeuf and fleece booties by Zutano.

On the Cover: Mom Fatou is wearing a T-shirt by Bonton Rykiel and her own clothes. Baby Eliza is wearing a dress by Bonton, leggings by Molo and a teething necklace by Chewbeads.

CORPORATE Caroline Diaco VP/Group Publisher Greg Dutter Editorial Director Carroll Dowden Chairman Mark Dowden President & CEO CONTACT INFO Sales/Editorial Offices One Maynard Drive Park Ridge, NJ 07656 Tel: (201) 571-2244

Photography by Zoe Adlersberg/See Management; styling and concept by Mariah Walker/Art Department, NY; hair and makeup by Clelia Bergonzoli/Ray Brown Pro.; Casting by Julia Samersova for Cast Inc.

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EDITOR’S LETTER

SALUTING THE

MOM BOSSES WELCOME TO THE baby issue, a segment of the industry that’s near and dear to me. It’s not just that my writing career started in the baby-products industry or becoming a mother myself has redefined and challenged me in countless ways–it’s the incredible fact that the more mothers I meet, the more I am awestruck.

The stories this month highlight a number of amazing professionals—who also happen to be mothers. You will read about the owner of Breck Kidz of Breckenridge, Colo., Michele Dubois, who opened her mecca of outdoor clothing and gear when she had two small babies in tow (page 14). You will get to know Jaime Windau, creator of clothing brand Love Bubby, and how her fighting spirit not only helped her beat breast cancer, but also got her company a coveted spot on Oprah’s Favorite Things (page 21). You will also see a snapshot of the mom behind the youngest CEO ever, Gabby Goodwin, who created her own line of non-slip barrettes—many a Mom Boss starts off as a Girl Boss (page 8).

Finally, the piece de resistance of this issue is our fashion story, Sweet Child of Mine. Award-winning photographer Zoe Adlersberg and Fashion Director Mariah Walker spent two days on a mini road trip in New York City, going house to house to take intimate portraits of several phenomenal mothers and their precious babies. We hope you are as

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inspired by the color and diversity as much as we were.

We share the story behind this photo shoot in Behind The Scenes on page 6 and the fashion starts on page 22.

On a sad note, I would like to share that the former owner of Earnshaw’s, Thomas Hudson, Jr., has passed away. “Tommy,” as he was known to almost everyone, was an avid fisherman and a kind, mild-mannered soul who smiled easily. I worked for him from 1997 to 2003, as the Editor-in-Chief of Small World and Earnshaw’s.

One anecdote from 2001 has stayed with me. We had booked Bridgewaters at the South Street Seaport in NYC for the annual Earnie Awards. Then 9/11 happened. We were all traumatized and scared. Our event was in approximately six weeks and how could we possibly host a celebration, particularly in such close proximity to the fallen Twin Towers? Downtown Manhattan held that toxic stench, but as emcee of the event, I had to meet with the caterer and gauge the situation.

Inside Bridgewaters, there were scented candles, but I swear I could still smell what was outside. I told Tommy, “No one will want to come. It will be too upsetting for everyone.” He said, “We have to have it there. It’s important. We have to support downtown, and we have to honor our contract.” He wouldn’t discuss it any further.

So, we planned the event and hoped for the best. To my tremendous surprise, there was a packed house for the 2001 Earnie Awards. Everyone was so overjoyed that we chose to celebrate rather than cancel. I remember guests thanking us and crying. I remember lots of hugging and happiness. It was all Tommy. And I was never so proud to be a part of his Earnshaw’s team.

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BEHIND THE SCENES

PORTRAITS OF MOTHERHOOD Earnshaw’s tells the story behind this month’s road-tripping photo shoot that resulted in sweetly intimate—and eye-popping—fashion pages.

AWARD-WINNING PHOTOGRAPHER Zoe Adlersberg and Fashion Director Mariah Walker brought their creative A-game, as usual, to this baby/toddler issue. They started with the concept of coming out of the grayness of Covid into a positive expression of upbeat color.

Then they brought in their subjects: babies and their mothers from different ethnicities and walks of life. Adlersberg said, “We wanted to show portraits of motherhood in New York and present diversity in all its shapes and forms.”

Adlersberg and Walker wanted the focus to be on the mothers as much as their little ones, and they wanted their subjects to feel at home—which is a departure from most photo shoots, as Walker explained. “Usually, we ask the models to come to a studio, but we thought that by going to them we would capture something different. Also, it’s a different way of working because when you walk into someone’s home, you need to be able to adapt to their space.” Although they were shooting the models in their own homes, Walker and Adlersberg used stripped-down backgrounds that would have a dual effect of equalizing the subjects and pulling the viewer’s focus to the clothing.

They harnessed the talent of casting agent Julia Samersova—with whom they had worked before—and she found models with the right personalities to match the mood of the shoot. Clelia Bergonzoli worked her magic with hair and makeup, making each mother—some of whom had never modeled before—feel special and cared for. It was truly a collaborative effort, Walker enthused, that resulted in an environment of trust with the families.

The two-day shoot took the creative team to several diverse neighborhoods across New York City – they went to Queens, Brooklyn and Manhattan. The proof, as they say, is in the pudding. “We were lucky to have such talented, passionate, generous and helpful team,” Walker said. Enjoy all the rich, unique beauty of these portraits of motherhood in “Sweet Child of Mine” starting on page 22.–Michele Silver

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Our diverse subjects hailed from different New York City neighborhoods.

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& Don’t miss America’s largest kid's fashion and lifestyle trade show!

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Playtime & Kid’s Hub Marketplace

July 31st - August 2nd, 2022 220 kid’s fashion & lifestyle exhibitors

More brands, more styles, more time.

Order all year round!

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SCENE & HEARD

Modern Moments by Gerber

CEO Gabby Goodwin

SO MUCH MORE THAN ONESIES

BLOOMINGDALE’S SUPPORTS THE NEXT GIRL BOSS GABBY GOODWIN FOUNDED Confidence, her line of anti-slip barrettes when she was only 7 years old, making her one of the youngest CEOs ever. Motivated by the fact that she was constantly losing her barrettes and her mother Rozalynn was fed up by the cheap options on the market, Goodwin sought to make a much-improved hair accessory—the patented Double-Face Double Snap Barrett. The now 15-year-old girl boss told Bloomingdale’s, which has picked up her line, about her a-ha moment of success: “When the business and I started to get recognition locally, and I realized my family and I had a village that wouldn’t let us fail.” In addition to the anti-slip GaBBY bows, Confidence by Gabby Goodwin offers plant-based hair care, a children’s book that tells her story and mentorship opportunities. According to the website, Confidence is planning to open a retail/salon concept in the near future.

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EXPANDING FROM CLOTHING for the first time ever, Gerber Childrenswear introduces a nursery collection and early play toys to its modern moments by Gerber collection. This year also marks a major milestone for the company—the 40th anniversary of the Onesies brand.

The Nursery Necessities line offers elevated basics from crib sheets and changing pad covers to patchwork and security blankets, made with cozy, plush materials that are Standard 100 OEKOTEX® certified. On-trend colorways include playful pinks, muted grays and blues and neutral black and white, and prints range from nature-inspired mountains to adorable animals such as foxes and puppies.

The debut of infant soft toys such as lovey and rattle sets, books, play mats and sensory balls made with safe materials and different textures help parents to encourage early development play. Designed with the same colors and themes as the bedding items, the full line provides a cohesive boutique-inspired nursery. The modern moments™ collections are sold exclusively at Walmart and Walmart.com.

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SCENE AND HEARD

WHEN LIFE HANDS YOU LEMONS STARTING FOR FALL 2022, The Lemon Collections’ knit slippers, faux fur-lined legging and cozy socks will be available in girls’ sizes under the Little Lemon brand. MSRP’s range from $14 for two-pair packs of socks to $22 for slippers and leggings. The line will include ‘mommy and me’ looks along with styles that have been designed just for the younger set. Fabrications such as recycled polyester make Little Lemon’s pieces not only plush, soft and buttery but also ecofriendly. Channels of distribution include department stores, specialty stores, chain stores and The Lemon Collections’ direct-to-consumer website.

Little Lemon

Be the Change and Dream of Peace with Pajamas for Peace. Designed to bring sweet dreams to children everywhere with organic sleepwear that inspires kindness.

For every pair of pajamas sold, a pair is donated to our partner organizations.

Chan Francis • cpfrancis@pajamasforpeace.com

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SCENE AND HEARD Mud Pie

MAKE IT A LIT HOLIDAY MUD PIE INTRODUCES 16 new products for Fall/Holiday 2022 that feature LED lights, including a Christmas camera that “sees” everything and reports back to the North Pole, My First Christmas Tree, and Halloween treat bags and costumes. Seven holiday games join the kids gift range—more than ever before—including an inflatable reindeer ring toss set, a four-in-a-row wooden strategy game, a musical turkey toss, anda pass the pie game.

Best-selling kids apparel styles return with updated, original prints alongside new silhouettes, including a girls’ velvet party dress and baby waffle hoodie two-piece set. Mud Pie’s family holiday pajamas have been reimagined and include youth sizing. Family holiday PJs now range from sizes 0-3M through 12Y for baby and kids, XS-XL for women and S-XL for men.

Mud Pie is also launching a retailer promotional program that runs from April 1, 2022 through September 1, 2022, which centers around tiered ordering with corresponding freight caps, priority allocation, and extended credit dating for qualified participants.

New York The Rose Garden Roseann Yasuri 212-564-5100 Atlanta Don Perry 704-591-0683 Chicago Kathy Fedoryshyn 262-781-8685 Dallas Jennifer Rush Showroom 214-747-8608 Southwestern Kids 214-634-9415 Los Angeles The Glitter Box Showroom Jeanette Trujillo 213-489-7605 Canada Deborah Phillips 604-817-3320

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Strategy + Content + Design powered by your friends at Earnshaw’s magazine We specialize in award-winning custom content and marketing programs tailored to grow your business. www.earnshawsstudio.com Contact: Noelle Heffernan, 917-886-6669 noelle.heffernan@wainscotmedia.com 11

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ON TREND Floafers Igor

Boboli

Oomphies

Western Chief

Pink Peony Kids

Into the Woods Usually reserved for blending in, olive green shows up on everything from sneakers and boots to jackets and one-pieces.

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ON TREND Bird & Bean

Paige Lauren Pineapple Sunshine

Angel Dear

Bedtime Stories

Glory Haus

Esme

Colorful, cheeky, sweet and sassy, the latest cozy sleepwear and accessories help little ones get ready to catch those zzzz’s.

Mud Pie

Pajamas For Peace

Petidoux Lev Baby

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R E TA I L P R O F I L E

ODE TO THE

GREAT OUTDOORS

If a sport involves a mountain, Breck Kidz in renown ski destination Breckenridge, Colo., has the gear for it.

BY

MICHELE SILVER

Walk into Breck Kidz, and you’ll immediately feel welcome in the space and by the people who work there. You can’t miss the giant wall of wood—from native Aspen trees—letting you know you’re in the right place for all things outdoors. One of the shoppers, a mom, has forgotten bathing suits for her kids, who have been begging to go in the hot tub at their Airbnb after a long day of snow tubing.

Owner Michele Dubois, who’s also a mom of two, knows what it’s like to need the right items for your family when you’re on vacation. Dubois takes a quick look at the kids and guides them to racks of cool swimwear.

Owner Michele Dubois

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R E TA I L P R O F I L E

UBOIS ALWAYS DREAMED of having her own store and in fact spent most of her career in retail and manufacturing. After majoring in business with a minor in fashion and merchandising, she worked for Bebe and then a startup car seat company. Many trade shows later, and while pregnant with her first baby, she developed the buyer bug. “I would be shocked by everything I saw that I never saw in stores. It was then that I knew I wanted to be a buyer, and I wanted a place to introduce everything I was finding to other pregnant women and new moms,” she says.

Dubois wrote a business plan and opened Breck Kidz on August 4, 2014 and her second baby was born just 18 days later: “My kids were raised in Breck Kidz and I’ve never looked back.”

The boutique is located in the heart of downtown Breckenridge, one of the most visited ski resort towns in the world and therefore ideal for foot traffic, Dubois explains. Approximately 5,000 people live here full time, but hundreds of thousands visit; the summer brings hikers, bikers and those who simply enjoy the mountain lifestyle and the winter attracts skiers, snowboarders and ice skaters.

In the beginning, Dubois’ buying strategy revolved around

Savvy European brands for tourists and locals alike

souvenirs and toys with some clothing but she evolved along the way as she observed the customers’ needs.

“People did want souvenirs in a tourist place, but they wanted something different, so I started looking for higher quality and more unique items,” Dubois says.

Clothing Kids Enjoy

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R E TA I L P R O F I L E

Barefoot shaped footwear, specially designed for ages 0-7.

at ELISABETH EVERLY & CO. www.eeverly.com | info@eeverly.com 404.461.9333 | @elisabeth_everly

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“The way people dressed their babies and children evolved as well. Organic, higher-end fabrics and trendier colors became priorities. Buying the fashion and accessories was my passion, so growing that section of the store was a no brainer. I also became focused on the items that people were forgetting to pack such as swimsuits, underwear and socks.” In the summer, kids love to play the river that flows through downtown Breckenridge.

But, as Murphy’s Law would have it, they often fall in the river right before running off to another activity or dinner and need dry clothes—and Breck Kidz is right there.

One top-selling brand is Mayoral “because the quality is great for the price point, their attention to detail is amazing, it’s unique, and it’s a style that both the parents and the grandparents love.”

Dubois also loves contemporary brands such as Miles, City Mouse, Minymo, Creamie, Feather 4 Arrow, and Deux Par Deux as they fill the needs for young and trendy moms looking for high quality, safe and eco-friendly fabrics and little to no prints. For the baby section, she offers Kickee Pants, Magnetic Me, Angel Dear, Kissy, Coccoli and Petit Lem. “I’m very focused on the fabrics and convenience in the baby section. The trends are always evolving for details such as zippers and magnets and in the category of convertible footies.” She mixes in brands like Joules and Hatley for their bright colors, prints and high quality. When it comes to finding the right salespeople to hire, Dubois favors personality over prior retail work: “I don’t look at experience as much as someone who genuinely likes kids, interacts well with families, and has a great work ethic. Staffing in a tourist town has been my greatest struggle but finding genuine people has been the trait I’ve looked for most.”

Dubois’ staffing challenges really didn’t measure up to what she had to manage during the beginning of Covid in 2020, which hit Breckenridge hard. She explains: “I fully stocked Breck Kidz the first two weeks of March to prepare for the spring break weeks ahead. March 15th was the day we found out the town was shutting down at 4pm— the ski mountain shut down all operations that day, all stores and restaurants were to be closed

by Monday, all second-home owners were to be out of town and back to their primary residents by Tuesday. I remember people driving in for their spring breaks only to be told the town was shutting down and they had to turn around and go back home.

The town went from the busiest week of the year to a ghost town overnight.”

Dubois had many moments thinking that she would have to close her beloved store. But within a few days, she had people calling and messaging her on social media. This support motivated her to keep going. Dubois flew into action and shifted her store into an e-commerce one. “Every day, I was in the store taking pictures and shipping orders out for people—people who just wanted to see me standing at the end. It chokes me up even saying that.” She ran business that way until June 1st when Breckenridge opened back up. Despite the restrictions, she and her staff were able to keep everyone safe, and that wound up translating to her bottom line. “The love for small businesses was alive and well,” she says. “People made a point of supporting us and 2020 ended up being a great sales year for

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R E TA I L P R O F I L E

me. The pandemic made me realize that I do have an amazing customer base and I have so many people cheering me on.

It’s humbling to know that they made a choice to shop with me and to support me. The appreciation and gratitude I felt for my community and my customers led to a passion that truly evolved the store into what it is now.”

Her store now reflects her approach to buying, merchandising, greeting and working with each customer. “I love working with other small business owners, selling their products and being a small part in making their dreams come true too,” Dubois says. “I love the relationships I’ve made with all my reps. It’s a joy to visit them in their showrooms and I always leave a little more inspired after a visit.”

Her customers, especially first-timers, can’t help but feel inspired in the store with that amazing wall of Aspen wood.

It turns out that Dubois had to put up a bit of a fight prevent the landlord from removing it and selling it to a new buyer.

Of course, she prevailed. Aspen trees, Dubois explains, turn to a brilliant gold in September/early October and create a glow over the Colorado mountains. That glow is much like Dubois’ energy that she brings every day to Breck Kidz. “I truly want to learn and know what my customers want, and I will take the time to find it. I have a passion for small busi-

Not-youraverage Breckenridge gear

ness, children’s retail and connecting with people. My customers become family and I truly think people can feel the love when they enter the store. I have raised my children in the store, and I want each and every family to feel welcome like it is their home, too.”

Contact: autumn@birdiebean.com @birdiebeanbaby

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Q&A HOOK, LINE AND…FLOATING FOOTWEAR The emergence of Floafers—a lightweight, waterproof and fashion-forward shoe brand— established a new category in foam footwear. Discover how the brand evolved from a Kickstarter campaign to crushing sales records, as Earnshaw’s speaks with Floafers CEO and President Larry Paparo. By Michele Silver

Earnshaw’s: How did Floafers get started and how did you evolve with the company?

Larry Paparo: The business launched in 2017 by a group of partners through a Kickstarter campaign. A year later while the company was exhibiting at the Atlanta Shoe Market, one of my business associates spotted the brand and was impressed. But he thought the Floafers team could use an industry expert to take it to the next level.

I had been consulting for a range of footwear brands after selling my own business, LJP Intl., a sourcing firm that had held licensing agreements with brands such as Robert Graham, Mootsies Tootsies and Nine West Kids. I met with the Floafers team and eventually became a full-time consultant.

One of my first accomplishments was to help solve a manufacturing issue at the overseas factory that could have potentially ruined the company. I reorganized production, factory, tweaked the product, and created a strong investment team. In May 2019, I became CEO and president.

ER: What changes did you make to the product?

Paparo: We learned that consumers liked the lightness, cushioning and comfort of foam footwear, but the bulky looks that were available weren’t fashionable. So I took what I knew from traditional shoemaking and incorporated these techniques into Floafers. One of the design features that sets us apart from the competition is our medium-wide fit in the forepart of the shoe and a narrower heel.

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Q&A

NATIONAL CHILDREN’S MARKETPLACE DALLAS KIDSWORLD JUNE 22 – 28, 2022 I developed a proprietary process that I describe as the “secret sauce”—a specially formulated EVA foam that allows us to create a silhouette that mimics a more refined, traditional shoe. Floafers look, feel and fit like a traditional shoe. Next, we design our outsoles with rubber islands, which takes a special engineering process to manufacture.

The rubber material is durable as well as slip-resistant, adding to the functionality of the shoes. Most foam companies make their bottoms and uppers out of the same material.

Our unique approach has resulted in the business growing four-fold the first year, triple the second year and double the third year. We are in 400 stores, and we can’t make them fast enough.

ER: How do you tailor the Floafer fit for kids?

Paparo: When we look at other foam shoes in the kids’ space, they’re often wide and boxy. The front of the shoe is almost as wide as the back, so kids’ heels are prone to popping out of the back of the shoe when walking. Our shoes are fuller in the forepart and narrower at the heel, much like our adult design, creating a more secure and comfortable fit. The footbed is also anatomically correct and features massage pods for enhanced comfort.

ER: What percentage of Floafers business is in the kids’ market?

Paparo: As soon as we launched kids in 2020, it became 25% of the business. Now, it’s up to half the business. In the adult space there’s lots of footwear to buy. However, for kids, there are not as many options.

What we’re offering is footwear that’s fresh, functional and priced right in today’s challenging economy.

They’re a great alternative to flip-flops.

Many camps require closed-toe shoes for kids for safety reasons. They’re also great for water parks or beach wear. However, they also work year-round as a school shoe since they can be worn with a sock peeking through the side openings for an added pop of color.

ER: How have you managed employee retainment during The Great Resignation?

Paparo: We have a wonderful, passionate team that loves the business. I met some of our employees through my past roles in the industry, while others are newcomers to the business. Our teams, both in the U.S. and abroad, work together across a range of areas including design, production and distribution. Since we’re a tight knit company, it’s easy for us to move quickly and make decisions in a timely manner so we don’t miss new opportunities.

Since what we do is special, people wanted to join our team, allowing us to grow during Covid. When other companies were shrinking, we were busy fast-forwarding a new category of casual-lifestyle footwear.

Floafers have quickly become what I like to refer to as “two-mile” shoes—perfect for leaving at the front door for short hops to get the mail, walking the dog or running to the grocery store. They’re also antimicrobial, which made them a perfect accessory during Covid when health was a key concern.

Mostly, we think of Floafers as “savvy frugality”—they’re cool and affordable.

750+ kids lines across: Apparel | Accessories | Footwear Gift | Toys | Décor

ER: How did Floafers gain traction in the market?

Paparo: When I joined the company in 2018, I was able to tap into my relationship currency in the market that enabled me to get the brand into many independents and department stores. But it was word of mouth that generated the most buzz. We learned that shoes purchased on our website were rarely returned. If a consumer found they weren’t quite right or for them, they passed them on to a friend or relative instead of sending them back. The shoes also proved strong performers at our retail accounts— the sell-through percentages were 20% per week. We had one e-commerce site sell 130% of their first inventory – this means they were re-selling returns even before they came in.

ER: What are your sources of design inspiration?

Paparo: Our color palette is fun and playful. dallasmarketcenter.com | @dallasmarket

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Q&A

We like to add a pop of color on the sole, while on the uppers we screen print a range of patterns. We also look at what’s trending in the athletic world, which sparked a collection of sneaker-inspired styles set to launch in May under the ‘Big City’ collection.

ER: What global issues have impacted the business?

Paparo: Since we manufacture in areas of Vietnam that were not heavily impacted during Covid, we haven’t experienced supply-chain issues. However, more recently we had a boat that took 29 days to reach a port on the East Coast and then three weeks to get the product unloaded. The price of containers remains high and like with many other companies, it’s eating into our margins.

ER: What role has licensing played in the product?

Paparo: We’ve partnered with apparel designer Robert Stock for a shoe collection and high-profile brand Mossy Oak for camouflage looks. Next is a partnership with Crayola for a kids’ collection of Silly-Scents shoes set to launch on May 1–we’re the first with this concept from Crayola. For example, there’s a pineapple-inspired style with a matching pineapple scent and yellow bottom. Grape shoes smell like grape and have coordinating purple bottoms.

ER: What has been the most rewarding part of building the company?

Paparo: We’re committed to make a difference in peoples’ lives by contributing a percentage of sales to the American Cancer Society with a shoe featuring the iconic breast cancer pink ribbon. Other charitable causes are in the works that will have a kids’ connection.

ER: What have been your biggest challenges?

Paparo: It’s getting retailers to understand our mission. They’re so used to doing things the same way and not taking risks. This was especially true during Covid when they wanted to play it safe by downsizing their brand selection and inventory. But once retailers saw what Floafers could do for their business, they were on board.

ER: What advice would you give others looking to get into the kids’ market?

Paparo: It all starts with fit and comfort, and the shoes have to work with a kid’s lifestyle. They can be worn at home as a slipper, at school or at the playground or beach. They’re Sunday-toMonday shoes that can be worn all the time. The antimicrobial foam can be easily washed so there are no more stinky feet. You can’t only address one feature or benefit anymore when it comes to kids. Shoes have to hit the fit, comfort, style, and price buttons.

ESMEWEAR.COM | @ESMEINC LOS ANGELES • NEW YORK

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N O T E T O M Y YO U N G E R S E L F

THE INADVERTENT WAY TO OPRAH Jaime Windau, owner of Love Bubby, recalls her professional path from college graduate to her children’s tees landing on the highly coveted list of Oprah’s Favorite Things. This breast cancer survivor takes grit and passion to the next level.

Dear Jaime, Your graduation day at the Fashion Institute of Technology in NYC will be a memory you will never forget. As you sit there ready to embark on your future, you think of Maya Angelou’s words of wisdom, “You will be challenged mightily, and you will fall many times.” You will learn over time that highs and lows are a part of life and it’s how you handle them that will set you apart from the crowd and lead you to success.

Over the next decade, your experience in cultivating brands through marketing and visual merchandising will set you up for your ultimate dream—building a brand of your own. Your biggest foci throughout your corporate retail career are building strong partnerships and collaborating with others. You will inspire others, build a team and have so much fun.

Good things continue to come your way. After many years of wonder, you have a baby and he changes your world in so many ways. You and your partner call him Bubby. From the day you find out you are pregnant, this is his nickname.

You spend the next few years continuing to climb the corporate ladder and appreciate your amazing nanny. But then something changes. Your company shifts its direction and you decide it’s time to create a new chapter.

You will spend many months in creation mode building this new baby empire.

Product development, branding and LLC are your new buzzwords. You never could have imagined how much you had to learn. You will put in the work and you will never stop learning as you build, tweak and evolve this brand. Love Bubby is the name. Your goal is to be THE go-to brand for statement designs for little ones. Your values on premium quality fabric, compliment-provoking

statements and being socially responsible is critical as you create the final touches. These values will stay true throughout the tenure of your growth.

You are ready to launch, and life hits you with your biggest challenge yet. Your milestone birthday sends you for normal tests and within weeks you will be diagnosed with Stage 2 breast cancer. You are shook. You take the necessary treatments to beat the hell out of it. You realize during this time that women—especially mothers, really get it done.

Over the next few years, Love Bubby continues to grow. You make strategic decisions to focus on the wholesale channel and you attract shop owners who love your designs and motto “You are never too young to make a statement.” The brand stands out in the market as a strong player with a modern black and white color palette against a very pink and blue childrenswear scene.

You land a spot on Oprah’s Favorite Things. Your “Speaker of the House” design becomes a best seller overnight and everyone (especially parents) love its cheeky wit and double meaning.

You continue to focus on the social responsibility aspect of your business. You partner exclusively with a non-profit printer that employs young adults with autism. You become a top client for them and they love working with you. During a global pandemic, you choose to eliminate any single use packaging from your wholesale shipments.

As you embark on this journey here is some advice: • Support other small businesses (especially female led). They will be so grateful and they will always have something to teach you.

• Understand what works for one brand will not always translate to your brand.

• Hire slow, fire fast and when you find great employees - take care of them.

• When others see great work, they will try to imitate. You WILL get knocked off. Balance when to make it a big deal and when to just let it go.

• Enjoy the journey. Success takes time.

Cheers to your future. Your resilience will battle highs and lows. Get ready to empower the next generation of statement makers.

Jaime Windau with her son, “Bubby,” who is sporting one of the company’s best-selling styles.

2 0 2 1 A U G U S T • E A R N S H AW S .C O M

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Baby Eliza is wearing a green sweatshirt

by Kenzo, pants by Le Petit Coco, boots by Trimfoot and the wooden animal is by Tender Leaf Toys. Mom Fatou is wearing her own clothes.

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Baby Tristan is wearing a sweatshirt by Cherubino and pants by Hublot.

Mom Jacqueline is wearing a top by Tia Ciabani. Opposite page: Baby Tristan is wearing a sweatshirt by Mon Coeur and pants by Coco au Lait. Mom Jacqueline is wearing a shirt by Bensimon and the fox toy is by Moulin Roty.

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On the left, Baby Gian Carlos is wearing a bodysuit by Sapling and a green bodysuit

by Nike. On the right, Baby Gian Lucas is wearing a sweatshirt by Iceberg, pants by Sapling and the felt dinosaur toy is by Papoose. Opposite page: Mom Genesis is wearing a dress by Tia Ciabani. On the left, Baby Gian Lucas is wearing a striped T shirt by Molo, a bloomer by Tia Ciabani and fleece booties by Zutano. On the right, Baby Gian Carlos is wearing a blue bodysuit by Cotton Bloom, an overall by Oeuf and fleece booties by Zutano.

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Baby Alicia is wearing a bodysuit by Coccoli, a jumpsuit by Kickee Pants and shoes by Trimfoot. Opposite page: Mom Assel is wearing her own dress and jewelry. Baby Alicia, is wearing a jumpsuit by Luli & Me and a cardigan by Bonton.

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Baby Romeo is wearing a one-piece by Coccoli, a rainbow sweatshirt by Pink Peony and the striped rabbit toy is by Apple Park. Opposite page: Baby Romeo is wearing a T-shirt by Losan, plaid overall shorts by Nanos and socks by Nike.

Mom Caitlin her wearing her own clothes and the cat toy is by Apple Park. Casting by Julia Samersova for Cast Inc.; hair and makeup by Clelia Bergonzoli/Ray Brown.

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FINAL CUT Adorably Enlightened Handcrafted in Krakow, Poland, Little Lights illuminates the market with its heirloom-quality night lights with dimmable, soothing glows for reading, playing and sleeping. Created to last generations, the natural pine and hand painted wood designs range from sweet, sleepy animals to a kind-looking robot and retro VW camper van. Born out of youthful imagination, Little Lights has been producing its works of art since 2016.

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E A R N S H AW S .C O M • A P R I L / M AY 2 0 2 2

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Take a walk on the wild side!

HAVE YOU PLACED YOUR PRE-ORDER? Please mail shannon@angeldear.com or see the collection on nuorder EARN Apr May 2022.indd 3

4/8/22 12:59 PM

Christmas morning JUST GOT COZIER! KICKEE HOLIDAY 15 YEAR ANNIVERSARY COLLECTION — FALL 2022

kickeepants.com @kickeepants #KicKeeHoliday

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