When mum knows best: why this children’s wellness brand is resonating
When Perth-based friends Alisa Latto and Danni Crews could not find the perfect products for their own children – including natural, organic and non-toxic ingredients – they took it upon themselves to create them.
The pair, who have five children between them, launched 123 Nourish Me in 2016 with a philosophy of enhancing the health and wellbeing of little ones.
“We found a gap in the market for family products with transparent ingredients that parents can trust and feel good about,” says Alisa.
The brand manufactures all of its products in Australia. Bestsellers include the Sleepy Head Balm, a lavender, sandalwood and magnesium infused natural sleep aid and Magic Sprinkles, a blend of superfood ingredients designed to please even the fussiest of eaters.
Alisa, who has a background in health and nutrition and Danni, whose prior experience was in family therapy, are particularly proud of the supportive and inspiring community they’ve built around their brand.
More than 65,000 people like the 123 Nourish Me Facebook page and 17,000 people follow their Insta page where the friends share nourishing recipes, parenting tips and inspiring mantras.
“We get so much in return from our community, not just feedback on the products, but in the honest and uplifting comments on our social media posts. Our customers really engage with what we’ve created,” says Danni.
This sense of positive community extends to the way the pair run their company. The business employs an all-female team of eight women and has a focus on supporting mothers in the workplace, often by offering flexible working options.
The friends believe their brand is resonating with Australians because people these days are more aware of the ingredients they choose for themselves and their families. This has certainly been the case over the past six months, with Alisa saying they’ve been busier than ever.
“The global pandemic and the increased time spent at home with family has really sharpened people’s values and reinforced the kinds of healthy decisions they want to make for the people they love,” she says.
Expanding on the brand’s success has long been part of the plan. Danni says partnering with Amazon Australia has allowed them to grow their business, while giving them the time to focus on new innovations, staff and their community.
“We’ve been really impressed with the results so far. It’s safe to say we’re pleased with how quickly our sales have ramped up,” says Danni.
“We see Amazon Australia as a great partner, especially from a distribution point of view, where we keep customers happy with the quick turnaround and can easily access remote parts of Australia. They also provide support in growing our brand and offer an alternate customer base other than our own audience. Knowing this is covered frees up our time to focus on other parts of our business,” Danni added.
Amazon.com.au is putting small Australian businesses front and centre through their ‘Shop Local’ store in the run up to the massive shopping event, Prime Day and beyond. Head to www.Amazon.com.au/shoplocal to shop products from hundreds of Australian small businesses.