In Honour of Transformation 🦎
I was telling a friend about these Saturday letters and described it to her as diary entries. She was surprised to hear that I really do wake up Saturday mornings and write this - no chatGPT, no marketing review, just whatever’s on my mind (the fact that they’re seven billion words long probably makes more sense now). I’ve started posting these on our site as well, to help people better understand our values.
To the point: this week was CRAZY. As you know, we finished up our online warehouse sale last weekend (make sure you sign up for the IRL warehouse sale because it’s coming soon!). With that done and dusted, we were ready to move.
Our relentless, determined team (we love you!) had been relabelling almost 25,000 units of beautiful basics for the last 6 weeks. If you can envision a 3000 square foot facility, packed to the gills with organic goodness, and then envision how on earth you’d do this while concurrently managing order processing and new style receiving? It was an absolute feat and our crew cannot be thanked enough for their care, attention to detail, and absolute commitment.
On Monday, with everything labeled, the packing began. We fit everything we wanted to take with us into 178 boxes and containers. The trucks arrived earlier than anticipated on Friday morning and everything was gone by around 10:30AM. With the warehouse as empty as any of the team had ever seen it, the moment was bittersweet. A lot of history and memories were wrapped up in that space - but in the words of one of our crew, “I’m thrilled for the new era of mm!”
Transforming a business is hard, hard work - and it looks a lot like how we transform in life. We have to make these decisions, big and small, and as often as they go right, they go wrong. We try things and fail and try again. We take the lessons, rebuild, and honour the memories, even when they leave us in places we never saw coming.
I have never been afraid of falling down - we are just people, it’s inevitable. But I really believe that, as long as the choices we are making are tightly aligned with our values and come from a place of integrity then, even if they don’t work out the way we’d imagined or hoped, they were the right ones for us in the moment.
Will our new ways of operating be a win or a lose? That’s kind of up to our famm. But I can tell you one thing: the decisions we’re making right now are, without a doubt in my mind, the right ones for us in this moment.
As always, my inbox is open - your letters mean a ton to me (and I write back to every single one). :)
Jacquelyn
PS: We are continuing to restock our gorgeous best basics, in a full array of year-round core colours with a commitment to never going out of stock! Feel free to push us on this one because it’s the whole reason we changed our operating model.
sustainable 🍃 ethical 🤝 no 💩
✨ just the best kids clothes for the planet.
Since 2008, we've made the softest, the snuggest, the coziest, the coolest baby, toddler, and kids clothes on (and for) the planet, created ethically at factories that pay employees a living wage, with sustainable materials that don't leave our planet worse off than we found it. We believe in passing it on, and our stuff is built to be beautifully outgrown, resold, and reworn by kid after kid after kid. We make our best basics for their best future, and we're so happy you and your little minimalist are part of the famm.
