Getting Down with Uptown Diaper Clutch by LillyBit
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If you’ve ever been in a clutch to easily and cleanly change a baby in a public restroom you know it can be a mess in more ways than one! Time to get your clutches on the LillyBit Uptown Diaper Clutch! Lyssa Surface takes us behind her brand to reveal how a self-proclaimed “start-up” company goes from “I-wish-I had” to “have to have it!” She discovered a need. Found a solution. Then went to work on making her business dream a practical reality. Here’s some inspiration for all the entrepreneurs working toward bringing “the next best thing” to the children’s market. Sometimes, it just takes a mom!
When was your brand born, and what was the initial inspiration?
“We started designing the LillyBit Uptown Diaper Clutch a year ago. It took about 4 months to create, talk to other moms and make changes before coming up with a prototype we loved and really represented what we set out to do. We then began looking for manufacturing companies within the United States that could duplicate our prototype upholding the highest quality - that took about another 4 months. Last September is when we conducted our soft launch at the ABC Kids Show in Las Vegas.
I came up with idea of the diaper clutch after changing my daughter in public restrooms and feeling really frustrated. I had a hard time finding essential baby changing items in my over-sized diaper bag and I didn’t want to set the bag down on a public bathroom counter top or floor. I also wanted something that didn’t look like a diaper bag - I still wanted to feel stylish. I enlisted the help of a long-time friend and fashion designer, Jessica Schifman, to help put my vision into a real-life product.
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What was the biggest challenge you faced when starting?
“Where to begin! I had this idea but I can’t sew so I had to look elsewhere for help. Once I found a designer it was challenging coming up with a design that was truly different than anything else on the market yet fit the needs of myself and other on-the-go moms. Coming up with the final prototype was really exciting but then on to our next BIG challenge, finding a company in the United States that could make it and within our price point - this was probably the biggest challenge.
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What is one thing you would have done differently?
“Created two versions from the beginning - one with the higher-end cotton designer fabrics and one with a plain print made from a less expensive material. It split the focus.
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What do you feel are the three biggest keys to your businesses’ success?
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Building our brand name/awareness
Finding the right target audience and fully understanding how to reach them/ sell the product
Continually innovating and coming up with other great versions or different products
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Describe a typical new product development cycle for your business?
“Brainstorming ideas of where there is a gap in the market, where is there a need that hasn’t been met. Once that is identified, understanding what we could create to meet that need and a product that is it truly unique. We then talk to other moms (or whoever our target audience might be) to test out our theories/ideas and see if it is something that would make their lives easier and they would use. We then start developing a prototype and test various versions with our target audience to come up with changes or additions we may not have personally thought of. From there we make our final changes and send it off to the manufacturer to begin making samples.
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Do “green” or eco-friendly concerns influence your business decisions?
“Yes. We have tried to use many materials in our current product that are eco-friendly and have looked into various manufacturing companies that can create products for us that are made entirely out of recycled materials. We are planning on having a line in the near future that is completely “eco-friendly.”
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What is one new trend you’re seeing in the marketplace?
“Using materials that pass the CPSIA standards - particularly in products made specifically for the use of children.
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What types of marketing have been most effective for your business?
“Word of mouth (when people see and play with our product we see it appear in personal blogs or we hear from their friends and relatives) and contacting various publications and sending samples so they can see the product in person and fully understand why the LillyBit Uptown Diaper Clutch is truly the only one like it on the market. We have received a lot of good exposure by contacting the media reps and publications directly, we have increased our presence on the Internet and in various regions by generating more awareness and buzz.
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How does your business make use of the Internet?
“We try to make our Web site very SEO friendly and send press releases over the news wires with our targeted key terms. We contact reputable blog sites to test the product for product reviews on their sites - this has been very beneficial. We have also created FaceBook and MySpace accounts where consumers can read about the latest news with LillyBit. We sell our product through many online boutiques which help create brand awareness
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What is the biggest challenge your business faces today?
“Getting our product out there in front of our target audience. There are so many moms that have come up with great ideas so we’re competing against lots and lots of products. It is also really challenging building a brand from the ground up. It was important for us to develop a product made in the USA and use very high quality materials - with that comes a slightly higher price. We have been challenged, specifically in this economy, to break through to some retailers and demonstrate the quality and uniqueness of our product and to take the chance on a new brand. Once they see the product they’re generally really excited but again, hesitant to take on more inventory.
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What is one change/addition that’s had a positive impact for your business in the last year?
“Getting great exposure from word of mouth or free publicity. Since we are a start-up we don’t have a huge budget to go towards advertising. The more we create awareness and are featured in reputable media outlets, the more willing consumers are to purchase the product.
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What is your one piece of advice for someone entering the children’s market?
“To research similar products and make sure you can fill a gap between what is already available and what is missing and to be able to do it in a cost-effective way both for yourself and your end consumer.
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About LillyBit
LillyBit is a fashion-forward online baby boutique based in Kansas City that provides chic essentials for today’s style-conscious moms and their babies. Founded by businesswoman and mom, Lyssa Surface, the company takes pride in designing and choosing products that are unique, fun, practical and functional for fashionistas of all ages. LillyBit manufactures the patent-pending LillyBit Uptown Diaper Clutch in the USA , which was co-designed by Surface and fashion designer, Jessica Schifman. The LillyBit Uptown Diaper Clutch is a stylish alternative to bulky diaper bags, designed with luxurious details and convenient features that allow modern parents to change baby in a snap! It holds and cleverly conceals essential baby gear – including diapers, wipes and rash ointment – inside a unique tri-fold bag. The bag provides a well-defined space or pocket for each essential item and easily and securely snaps shut. The Uptown Diaper Clutch is the only diaper bag with a patent-pending strap design that allows mom to convert the strap to fit her personal style. The versatile strap can be worn as an over-the-shoulder bag, handbag, wristlet or clutch.
The Giggle Guide™ ongoing series, “Behind the Brand” looks at both brand leaders and budding brands. What brand would you like to hear more about? Let us know. Editorial Director David Gaunt, .
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