Bonnie and Kind’s founder, mother of two and fashion lover, Judy Fraser noticed when she was pregnant with her son in 2015, there was a deficit of elegant, timeless designs for new mothers. She struggled to decipher what she needed to survive vs what she needed to feel good. She mourned swapping out beautiful handbags and totes she’d collected over the years for a cumbersome, unappealing and often impractical ‘baby bag’ that lacked all the feelgood-fashion-vibes she so desperately needed in this time. Lugging a big bag into the change room was anything but helpful. After realising friends and other mothers around her all felt the same, she started sketching, in search for a better solution.
With a successful career in Marketing representing global brands, Judy is no stranger to consumer-related problem solving. She has launched countless successful campaigns and brought innovations to the market for well-loved brands. With these skills in hand, Judy has created a new concept of baby bag, this time, showcasing something for the woman. First and foremost, she wanted the mother to feel good, from the moment she made the purchase, through to her first outing wearing it. She wanted the kit to feel luxurious, of the highest quality, and for it to be worn cross-bodied or within a tote bag.
