It's been nearly 2 months since our Bristol store closed and along with it the business. After 16 years of trading first in Bristol, then in Bath and then in London the closure was sad but needed to be done. We've been asked 'Why?' and as much as I'd like to give a reason, there are too many factors to mention and even if I were to list all the things that I think contributed to us needing to close, and there would be a lot, I don't think that picking over it all would do anyone any good.
So what next for Born? Yes the retail stores are all closed but the website is now available. It's just me (for now) until there is a need for more. What I am clear about is that the things that I was passionate 16 years ago when we opened our first store are the reasons why I kept the website. So it will go back to stocking the items that I feel are useful and practical to families without compromising my ethics. As far as ethics go we were always very strict about what we chose to sell, but I remember a few years ago when Stokke and Bugaboo brought out new buggies, thinking 'at what point did we think it was ok to charge £1,000 for a buggy' and I think that at that point even the ethical baby products manufacturers started to make me question how we market to vulnerable parents-to-be. I also stopped going to trade shows when seeing these stadium size halls filled with plastic tat and stuff designed to prey on parents fears made me feel uncomfortable about the messages the nursery industry puts out.
I don't believe that buying 'stuff' is a way to make us better parents, despite what the industry will have you think. I believe that we become better people and parents by sharing our experiences and trusting other people to help us. If you had been to our shops and talked to us you would have probably heard us talk about the people we work with like breastfeeding supporters, Doulas, Homeopaths, Craniosacral therapists, Chiropractors or Herbalists and sling libraries. I would much rather an expectant couple spent their £1,000 employing a Doula, attending a preparing for breastfeeding session with a trained lactation consultant and having some sessions with therapists to prepare themselves for their birth of their baby. That kind of preparation may be less tangible than a shining Bugaboo Donkey, but the peace of mind and practical tools you get for when your baby arrives is priceless. It's also not the mentality the business needed to be financially successful! If you are one of the fortunate ones who can afford the £1,000 buggy, cot and the rest then please consider donating to the Baby Bank Network the charity I helped set up last year, as your children are probably not going to be one of the 1 in 4 that will grow up in poverty in the UK.
So moving on, yes the website shop will grow to include a few more practical things that I decide are actually going to support your parenting journey, so slings, washable nappies and co-sleepers are staying, but all the non-essential stuff is going. You will see that all the 'stuff' we have left from the shop closure that is not staying is on sale on the website. The work we have done to connect people with Practitioners is still going on with Born Together in London and I have plans to grow that, more details will follow.
In the paring down of the businesses and devoting more time to Baby Bank Network I will not have the time to post lots on social media or to write blogs, it's taken me this long to write this! So if you want to get the odd email about what I'm up to you can subscribe to this blog or my own personal one here www.evafernandes.world I will be happy to spread the word on things going on that are aligned with our values, more about which you can find out by clicking on the image above.
Love Eva
