Last week Nature Baby joined Wellington’s Te Aro community with the opening of their store on Jessie Street.
The bespoke space embraces sustainable, recyclable and recycled materials, like New Zealand pine wood panels and dowels. Nature Baby co-founder Georgia Faull says “we like the idea that nothing goes to waste, but if there is an end life it can biodegrade.”
A family friendly space, there is a safe play area for little ones, as well as a space for parents to relax and enjoy.
The store also features a photo by Derek Henderson of a community garden located in a forest clearing. Co-founder Jacob Faull explains “this is the idea we are going for, cultivated nourishment amongst the beautiful existing.”
We ask Georgia why brick and mortar retail is essential for the Nature Baby customer experience. She says “At the heart of it is the importance of positive physical experiences. To be able to engage with mothers, mothers-to-be and the family is a key part of our connection with our customers, both in communicating our story and values, as well as supporting them in their own journey. To be able to touch and feel the softness of our organic cotton and pure merino wool to go against their baby’s skin is something that requires this physical experience too.”
The store’s location was chosen carefully after six years of looking. The intention was to set up shop in a lived-in city fringe area where the community spirit was strong.
“We have always had a lot of loyal customers in Wellington and we have been trying to open down here for a while. We had planned to open before Covid-19 hit New Zealand, so of course things have been delayed a bit, but we are so pleased to be opening our doors here. We love the collegial aspects of the city where being conscious and togetherness are championed in a humble way. As we grow, these authentic physical spaces and our digital store meet in harmony and ultimately create the success we need to further what we do”, says Georgia.