Fun baby business booming

MARK TAYLOR/Waikato Times

WEB-BASED BABYWEAR: Anklebiter founder Angie Millar with new customers Caden McLean, two, and Maddison Maber, eight months.

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Friends and family of Hamilton woman Angie Millar won't have to look hard to find presents for her baby shower.

Millar, 28, and 31 weeks pregnant with her first child, has just opened a web-based babywear clothing company called Anklebiter.

Despite only being online a few weeks, Millar has already had repeat orders from people and has sent clothes to London and Australia.

She also has interest from several stores for next winter and stock will be in stores from next year.

At this stage her collection is a range of basics, including t-shirts with slogans such as "bosom buddy", "nana magnet", "too cool to drool", and "my dad is the man" especially for Father's Day.

The concept came to her about a year ago when she went to find a present for her new nephew, Angus, now 18 months old, and could not find anything top quality and fun, but more importantly New Zealand made.

"I love clothes and I love babies so I've put these things together," she says.

After working as a nanny for four years in London and doing children's washing every day, Millar has in-depth knowledge of what works in kids' clothes.

"I knew they had to be washed and washed and they have to be able to go in the dryer, but still keep their colour and their shape."

Millar has spent a lot of time on the garments, with friends' children being used multiple times to ensure the best fit possible.

Friend Stacey McLean, whose two-year-old son Caden has road-tested some Anklebiters designs, says the tops, despite being washed plenty of times, are still as bright as the day she got them.

Millar believes attention to detail and quality set her clothes apart.

"I wanted to make clothes that would last all the children and then get passed on to others," she says. "Clothes don't do this any more and a lot of time went in to making sure my garments were the quality that would allow this."

Millar says she would love it to get to the stage where she could have a shop in every town.

However, she says no matter how large the company grows, she will always resist the pressure to manufacture overseas.

"I think another of the things that sets my clothes apart is that they are New Zealand made . . . I'm never going to operate my business from China."

All parts of the manufacturing process are carried out locally.

With help from her friends and family, Millar comes up with the slogans, then works with a Cambridge pattern maker and a local graphic designer before the final design is sent to Auckland where it is made.

The company also prides itself on quality customer service, offering gift wrapping on all orders and free delivery in Hamilton.

Millar, whose "honeymoon baby" was conceived after her January wedding, is looking forward to motherhood and meeting her new daughter.

"I'm pretty excited," she says. "I can't wait to have the baby and dress her up."