About us

Our superstar sewer and designer Paulette (affectionately referred to as Mumma P) has 3 adult children, and became a grandmother in late 2023 when our namesake was born. As we struggled to find good quality, beautiful baby clothing that accommodated cloth nappies, and accessories that fit correctly and wore well, the idea of Willa as a brand came to life.

With the help of Mumma P's daughter and daughter-in-law (and of course our beautiful Willa - who is often on model duty when she isn't playing in the fabric scraps box), every Willa piece is handmade with love right here in Aotearoa and custom designed to be both beautiful and functional.

To ensure we were designing products to meet what we thought was missing in the market, every detail has been meticulously thought of. From our bibs unique three-layered design to ensure maximum absorbency, and custom shape to ensure a comfortable fit under your wee one's chin, to our rompers with tie or dome tops to ensure no popping open occurs during the crawling or wriggling phase, every element has been designed with utmost love and care. All of our clothing products can also be layered and worn year-round to ensure they are both beautiful and functional.

We also continue to refine and evolve to ensure our products are truly the best. For example, our initial Willa bibs were composed of 2 layers with a different backing material. After rigorous testing, we found these shrunk slightly when washed, and we thought we could make them even more absorbable and wash better with some refinement. After adding a third layer and changing the backing material to an even softer, more absorbent material, and with some rigorous testing, our refined bibs are even more absorbent and don't change their shape in the wash at all!

Rigorously tested before launch and tested to ensure they wash and wear well, we proudly stand behind our products and are committed to ensuring they meet your needs.

If you have any questions or concerns, please reach out to our friendly team at hello@willa.nz.