december-2011
december-2011
december-2011
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EVENTS /// PROFILES /// FOOD /// DRINKS /// PLACES /// STYLE<br />
THE BIZ<br />
HANDS FREE<br />
AND HAPPY<br />
We ask Anita Lincolne-Lomax,<br />
“babywearing” expert, national<br />
distributor and online retailer<br />
Babes in Arms, about winning <strong>2011</strong><br />
AusMumpreneur of the Year at the<br />
Bio-Oil AusMumpreneur Awards<br />
WHAT MOTIVATED YOU TO BECOME<br />
AN ENTREPRENEUR?<br />
After experiencing shoulder pain<br />
from a hand-me-down carrier,<br />
I bought an ERGObaby Carrier<br />
directly from the US manufacturer<br />
and experienced a new-found<br />
freedom and joy in being a mum —<br />
hands-free, pain-free and my baby<br />
content on my front, back or hip!<br />
At this time I ran an architectural<br />
practice with my husband. I was<br />
fi nding it increasingly diffi cult to<br />
juggle architectural site visits with<br />
a young baby. My babywearing<br />
passion soon outstripped my<br />
commitment to an architectural<br />
career, thereby heralding the<br />
launch of Babes in Arms, a<br />
company specialising in baby<br />
slings and carriers with exclusive<br />
distributorship for Australia and<br />
New Zealand for ERGObaby USA.<br />
WHAT HAS BEEN THE BIGGEST<br />
CHALLENGE DEVELOPING BABES<br />
IN ARMS?<br />
Moving from a service-based<br />
business of architecture to the<br />
030<br />
product-based business of Babes in<br />
Arms required business acumen far<br />
beyond my experience. Appreciating<br />
that knowledge is power, I have<br />
surrounded myself with older<br />
TOP/RIGHT: Baby<br />
carriers offer<br />
hands-free<br />
closeness; Anita<br />
Lincolne-Lomax<br />
business mentors who specialise in<br />
BABY<br />
areas where my business had holes.<br />
WHAT HAS LED TO THE RESURGENCE<br />
LITTLEONE<br />
IN BABY CARRIERS?<br />
We have developed a consumer<br />
FOR<br />
There has been much more value<br />
support table called “The Sling<br />
placed on parent-infant bonding<br />
Chooser” to help people determine<br />
RAYNER<br />
in the last few years. This can be<br />
what will be the best fi t for their<br />
seen not only in the resurgence of<br />
family. Check babesinarms.com.au/<br />
JENNIFER<br />
babywearing (the use of slings and<br />
sling-chooser for information.<br />
carriers) but also in the growing<br />
HOW DO YOU YOURSELF MANAGE<br />
PHOTOS:<br />
promotion of immediate post-birth<br />
TO BALANCE WORK AND YOUR<br />
skin-to-skin contact, infant massage<br />
PERSONAL LIFE?<br />
JACQUES<br />
and baby signing. Baby carriers and<br />
I make a deliberate effort to achieve<br />
slings are the world’s most ancient<br />
a work/family balance. I put up<br />
FARNAY<br />
parenting tool!<br />
clear boundaries between home and<br />
RACHEL<br />
WHAT ADVICE CAN YOU OFFER<br />
work, set specifi c work timeframes,<br />
PARENTS CHOOSING FROM YOUR<br />
turn the mobile off and go to the<br />
DIFFERENT MODELS? park whenever I can.<br />
INTERVIEW:
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