What inspired you to launch Junior Foxes? How did you go about getting started?

I started Junior Foxes because I wanted a baby carrier that was fun, chic and full of personality. When I started my search for one, I could only find pastels and plain colors. I didn’t know why women couldn’t have fun, bold carrier options that suited their personal style. I’ve always had an entrepreneurial spirit, so when the idea came to me, I jumped in head first.

To be honest, it all started on Instagram. I went to Queen Street in Toronto, purchased some beautiful linens and had my husband’s cousin sew a few samples for me. I started posting and gaining a following while I searched for suppliers who could custom-print linens for me in the exact patterns I wanted. And it just went from there! Honestly, it felt like it was meant to happen—every step of the process felt obvious and natural!

There are a lot of things about being a new mom that are not stylish. How do your slings empower moms?

When you’re a new mom, some days you can barely think, let alone put together a stylish outfit. I figured if you have a statement sling, you could throw it over any old plain outfit and upgrade it in an instant. I liken it to the feeling you get when you put on a bold lipstick and suddenly feel like a new woman.

Not only do my slings offer women a piece of their pre-baby selves (that we often lose touch with) but they’re obviously hands-free so moms can get more done in a day. I believe babywearing needs to be more mainstream and accessible so moms don’t have to spend their day stuck on the couch trapped under their napping baby napping. Put that sling on, and get some stuff done! Even if it means simply making yourself a sandwich.

What are some of your favorite clothing brands and fun combinations of your sling and outfits that you’ve loved wearing?

If I could only shop at six stores for the rest of my life, they would be: Nordstrom, J. Crew, Aerie, Club Monaco (when they have sales), Scotch & Soda, and Frank & Oak.

I’m a romper kinda girl. So I love to pair one of my many rompers with the slings. I think they look great together.

What have you learned on your journey with Junior Foxes that has been the most surprising?

This should have been obvious, but things take so much more planning and time than you expect. There are always unforeseeable delays and things that can come up out of nowhere. If you want to plan a collection to be launched and ready to go by April, start in December (which reminds me, I’m already running behind!).

How do you juggle motherhood and your career? Any tips that work well for you?

I honestly used to do everything during naps and bedtime until we dropped from two naps down to one. At that point, I really needed help because I couldn’t fit it all into the one hour slot I had left. Now, we have a nanny that comes a couple days a week, which is incredibly helpful. We made a conscious decision to not put Rosen in daycare, and I wouldn’t be able to do it without the help. If it means that I won’t be able to put as much into my business as I might like over the next few years, that’s OK. I’m never going to get these years back, and my business will always be there when I’m ready. The only tips I have are to write everything down and ALWAYS remember your main goals. You can sit down and waste all of your time working on stuff that doesn’t really matter. When I sit down to work and I look at my to-do list, I always check in with myself and ask, “What’s going to make the biggest impact on achieving my goals?” Sometimes I have to ask myself several times a day because we all know how easy it is to get distracted when you’re a mom.

How did your style change as a mom? How has it stayed the same? What is your daily uniform?

Honestly, I feel like I became more of myself after becoming a mom. There was something about childbirth that made me feel more powerful. That experience had me bare my soul, and there was no going back (I know it’s a bit cheesy, but that’s my truth). My style has become more colourful. It obviously had to become a bit more comfortable, and it had to be flexible as well. I’ve always liked fun clothes with bold patterns and bright colours, and I embrace them even more now. I’ve made a conscious decision to stop choosing colours based on their practicality and more on what brings me joy. My daily uniform usually consists of some high-waisted skinny jeans and a comfortable-yet-stylish sweater or top.

What do you do to decompress when you have a little time to yourself?

I love to read. It’s such a luxury for me to sit on the couch with a few squares of chocolate, hot tea and book and just lounge for an hour. Who am I kidding? Fifteen minutes!

What are you currently researching?

I’m looking into how to wean a toddler and how to start potty training. But to be honest, I’m a little afraid to dive in too deeply. I researched the crap out of every possible topic I could in the first year of Rosen’s life, and I think I drove myself insane trying to keep up with all the latest professional opinions. Now, I go to trusted friends for advice—so I’m excited to use Bellybrief to check out the resources my friends trust!

What’s next for Junior Foxes?

More collaborations! I want to reach out to other mom-run businesses and work together on projects, giveaways and maybe even some educational content! I’d love to do more exclusive-release slings and work with some fashion-blogger moms to bring something fresh to my customers!