Belinda Blooman, baobab


What's the story behind baobab (i.e. history)?
baobab started as a little seed planted with the birth of my daughter Anya and coming into being when she was about 2 and a 1/2. At the time I found it difficult to find very plain, simple clothing that was well made, cool looking and practical - meaning easy to dress, easy to wear, easy to wash and really soft to the touch. I was aiming to create a brand of 'everyday wear' that kids would love wearing and parents would feel good about as well. I was also determined to keep it at an accessible price point, while retaining its 'boutique' feel.

The name baobab comes from the African tree. I was born in Africa and have always had an affinity with the mystical baobab tree, or the 'tree of life'. It is a meeting place for villagers, provides shelter, water and food, and is said to have both magical and medicinal properties. It is also a play on the word 'baby' (and my initials bb).

baobab started small with all the range made locally, but the quality was not what I was after so we went offshore. We now have a wonderful manufacturer with factories in the north of China. They are renowned for their quality and are very kind to us when it comes to minimums.

What makes Baobab different from other kids fashion labels?
It's simplicity. The simple shapes, the intelligent graphic prints, the unisex feel to the clothing and the wonderful colour matched Japanese studs which we have used since the beginning and which we still use today.We also take pride in our beautiful photography both our flat lays and the image pix of children wearing baobab.

What inspires your designs?
My daughter and the children around me are a constant source of inspiration. As Anya grows I see her own individual style emerge and I design clothing that she loves to wear. I also love working on the boys range as boys are more fun in their taste for colours and graphics. From about 3 or 4 years old girls tend to develop a very set idea of what they like in the way and it can be more limiting.

I also find myself inspired by elements of nature or photography, a piece of furniture, an art exhibition I might have seen recently, a place I might have visited or some amazing obscure online site...

Any hints for us as to what we can expect from Baobab for winter 09?
We have developed a brilliant printed fabric for winter which comes in 3 different colourways. It's a mod, retro, circular repeated print that we call RACER. We have hoodies, dresses, leggings and bodysuits made from it and the styles have been tweaked and perfected and look really great. Perhaps a little more edgy than anything we have done before.

Do you have an all time favourite product?
I love the dresses (A-line, Raglan and Tank) as I see Anya (and all her gorgeous friends) in them all the time.... I love the fact that they are really just long, shaped tees but they look so stylish! I also adore the tuille skirts as they are a cross between dress-ups and real clothes...

What's been your most exciting/fulfilling/wonderful moment since launching Baobab?
There have been many - the first editorial we had published - a full page in Shop 4 Kids, a review on designmom.com, the first international sale we made to Japan (I am a complete Japan-o-phile.) Buying the business back from ex-partners last year was hugely liberating and gave me a true sense of fulfillment and ownership of something that had really been mine all along.

Are Baobab products available elsewhere in the world? If so, where?
baobab is now available in select stores in New Zealand, Singapore, Japan, Brunei, the UK, the USA, Canada and we just made our first sale to Spain recently. With the low AUD$ our international sales have increased and with our very efficient wholesale website, retailers from all over can log on and order as they need.

How would you describe your own personal style?
More relaxed than it used to be (less Prada & Yohji) I have a discrete, understated style made up of mainly jeans, tees, trainers and a long black dresses.

What can't you live without?
My daughter of course, also my face cream Idralia by Santa Maria Novella and my glasses. I am as blind as a bat.

As a child, what did you want to be when you grew up?
A ballet dancer, of course! I did ballet 6 days a week between 9 and 13.

What movie have you recently seen and loved, what book have you recently read and enjoyed and what food can you not get enough of right now?
The Wire - I have just seen all 5 series of the Wire on dvd and it is the most exquisite and intelligent drama ever made. I am mourning the loss, as it's over, and am about to start watching it all over again.

Am reading "Breath" by Tim Winton and loving its laid back Australian-ness.

Am having cravings for bok choy, tofu and salmon sashimi - and late in the evening I can't go without a (not so) tiny piece of dark Lindt chocolate.

Check out the latest Baby Shoot in Ok! Magazine with the Hewitt family...