INTERVIEW | BARBARA LICURIA OF LITTLE DUTCH
Image: Via Instagram/@littledutch_
BY JESSICA BOSCO
When Barbara Licuria welcomed her youngest daughter, Florence, she was looking to buy a sleeping bag, but the only ones she could find were in bland colours and boring prints. Seeing a gap in the market, Barb set out to create a range of sleeping bags that were organic and beautifully made but also brightly coloured and fashion-forward. And so Little Dutch was born.
From there the brand evolved into gorgeous jewellery as well as apparel for little ones and adults too - think mama and mini twinning but with a rock ’n roll edge. Her brand now has a solid following, with her signature tees and sweaters often selling out.
When we first chatted to Barb about her business and her life as a mama to three kids, Saffron, Cassius and Florence, the world was a very different place. Kids went to school, people could hug and leave the house and toilet paper wasn’t a precious commodity. Flash forward to today and we are all living in various forms of Covid-19 lockdown, our new normal is a mix of homeschooling and working from home (for those of us still lucky enough to have our jobs), social distancing and generally trying to stay sane.
So as well as talking about business, fashion and mum life, we went back to Barb and asked her a few extra questions about how Covid-19 has impacted both her home life and her work life as well as how she is coping and stealing moments for herself amongst the chaos of life in lockdown.
Can you tell us a little bit about you and your label, Little Dutch?
I am a mum of 3 kids, Saffron 10, Cassius 8 and Florence 4. I started Little Dutch when my youngest was born with the intention of creating beautiful organic bamboo cotton, bright and fashion-aware sleeping bag aimed at newborn to 24 months. As I found there was nothing available for her that wasn’t prison grey or just basically boring and bland. I then expanded to tees for kids, and eventually included a range for adults. Next, we moved onto handmade jewellery for kids and adults, which are all handmade in Bali, evil eyes bracelet’s, and the final inclusion has been Dutchwheelz, a luggage scooter for kids which has been a phenomenal success.
What impact has Covid-19 had on your business?
Obviously, Covid-19 has affected everyone and I am certainly no exception, but there are days where my sales shock me, customers still want to buy which I’m so grateful for. I suppose when you have so much time on your hands in-between homeschooling and looking for your sanity a moment scrolling online is very therapeutic.
How are you adapting/evolving because of it?
I have 3 children, so homeschool takes up 95% of my time in our newest version of reality. I have tiny moments where I can sit in front of my laptop and plan my next collection which is coming in the few weeks, so I’ve learnt to work faster and more efficiently.
What about on the homefront, what does your work/family situation look like at the moment?
As I mentioned I have 3 children, two of whom are school age and the third is attending kinder. Homeschooling is without a doubt the hardest thing I’ve ever had to do. If I could fire myself I would. I’m a shitty teacher. It’s both challenging and exhausting on so many levels. Let’s take a minute to bow down to our teachers.
We start at 8.30am and finish the work that’s been set around 4.30pm. That’s not including homework on top of that. In addition, I have to run my business, we are currently designing our latest 2020 collection. So I’m snatching moments when I can call/text my manager in Bali to discuss designs and fabrics and time frames. It’s more hectic then I can get my head around. Half the time I’m winging it whilst screaming at my kids and sipping (skulling) on my fav gin.
Do you have any advice/tips you’re using to get through?
Pace yourself, work out what is important on that particular day for you and the kids, and write a list if you can be bothered. That helps, otherwise you’re the teacher so what you say goes. I also highly recommend 2 hours for lunch, cause mamma needs a break. DO IT!!
Do you have a silver lining moment or something that Coronavirus has helped you realise or be thankful for?
More of a personal thing, ( I promise I do love my kids but..) I have started training outside with my PT since gyms are closed at the moment and from that, I’ve become fitter and stronger. It’s so much harder than training inside so that has become a religion now. Train twice a week and I’m getting back into the shape I was prior to kids. I have abs!!!! I’ve also discovered Haymans Sloe Gin that is heaven in a Waterfords crystal glass with ice and slice….
At what point in your motherhood journey did you start your business?
When my youngest daughter was born in 2016. I needed to do something and this just happened organically.
What were you doing beforehand?
I was a supermodel travelling the world. Just kidding, I was a stay at home mum. I had a graphic design background and had worked in advertising up until my second pregnancy.
What part of being a mum do you think helps you most in business?
I think that being a mum is the hardest part of my business. My kids are my priority, their needs and wants and afterschool activities take priority, and then comes Little Dutch. So at times my business does suffer. I’m doing so well I often think how much more successful I could be if I actually had more time to work on my business.
What do you find to be the biggest struggle as a working mum?
Not enough hours in the day to give to everything and everybody that needs me. Working from home is without a doubt harder than working from an office. I can’t start my working day until I’ve cleaned up my house, put a few loads of washing on, made beds cleaned up the breakfast chaos and then I can start.
Where do you get support to help you manage the load?
My husband and my best friend. I do everything myself so I don’t have help, but these two help me with just asking how it’s going and enabling me to bounce ideas off them (not that I listen!). I have a very clear idea of what Little Dutch is and where it can go.
What has been your biggest learning curve?
Letting go of my ego. Often you design a tee or sleeping bag and think this will be a hit and it’s not, not even close. That can be hard to manage but I’m definitely better at letting go of the ones that didn’t work.
What are you most proud of with the label?
That I sell out of my tees time and time again and that I have a following now. I have customers that buy from me every few months and some have nearly every one of my tees or sweaters. That is such an incredible feeling. I love that people recognize a Little Dutch tee or hoodie on the streets, and I’ve even been copied by another label, which always means you’re doing something right.
What is the best advice you’ve ever received?
Have a clear and concise path that you are on, don’t complicate things and trust yourself - nobody knows your brand better than you.
How would you describe your own mum style?
I’m quite bold and fashion-forward, and not to blow my own trumpet, but I do tend to pick things up and try certain key trends out before they’re mainstream (much to the amusement of my husband). Then funnily enough everyone has it and I’m no longer the butt of the joke.
I love fashion; I love clothes, shoes & accessories - the whole kit and caboodle of wearing something amazing to make you feel fantastic. I’ve always dressed for myself never for anyone else. Sometimes I make a fashion f$&k up but that’s all part and parcel of discovering your own style and being brave enough to take a risk with it.
What are some of your go-to labels?
That’s hard as I am very eclectic. Little Dutch of course! Zara is a must followed by Zimmerman and Camilla & Marc, they always have great pieces. So do Bec & Bridge, Acler and Atoir.
What are three pieces you think every mum should have in their wardrobe?
Have good investment pieces, so":
A good pair of sneakers
A good pair of boots
A good winter coat, long, navy or camel for winter dress down with a hoodie underneath or dress up with a long pair of wide-leg pants and heels.
What’s your ultimate mum beauty or fashion hack?
Find yourself a great skin guru and invest in your skin, my go-to is James Vivien Armadale. Also have a great hairdresser, I have two - Eliotte Steele Eaglemont and Wendy West stylist.
What is the biggest lesson you’ve learnt about motherhood?
Valium is your friend (again, joking!). You need a sense of humour and to pick your battles with your kids. Listen to them and remember this is all just a moment in time, a minute ago my eldest was born and now she’s 10 years old.
What is your favourite thing about being a mum?
I now have 3 best friends who love me more than life and are my biggest fans and my most hilarious critics. They’re never moving out I can already see that and that suits me perfectly.
Is there anything else you wanted to add?
Little Dutch was born out of a whim a desire to create items that are well made fantastic quality with great designs. To sit just outside the box and always be first out the gate with something new. We’re still in our infancy and I can’t wait to see where the next few years take us.