A few years ago, it never occurred to Meridith Layne that she would leave her career as a designer in the apparel industry. But, her creative talents took her to new heights when she found out she was expecting her first daughter in 2011. Meridith’s dream was to combine the excitement of her new baby with her solid industry experience. As a result of this passion, Meridith jumped at the opportunity to create her own brand. Through her professional insight and experience Meridith brought style to a product that has been limited to gender specific design (pink and blue) for years. Meridith’s brand is labeled “Coveted Things.” Coveted Things has taken the average idea of a swaddle to a cool and contemporary level. Not to mention the product is so soft and all organic (a huge plus for new parents out there). By the reactions of consumers from all over, the modern parent is ready for baby gear that matches a sleek and neutral contemporary lifestyle.
One of Meridith’s biggest inspirations for the swaddle concept was a quote by Arthur Ashe. “Start where you are. Use what you have. Do what you can.” This quote inspired the new Mom to start her company. Unique quotes and loving phrases like this are what inspires each and every swaddle that is produced.
“I find that I am most creative at the oddest hours. I would be up at all hours of the night breastfeeding Stella as a baby and would have all sorts of ideas, feelings, and words running through my head. I used to keep a notebook by my bed and just started jotting anything down that came through my head at those odd hours. A lot of the sayings just so happened to be really sweet, emotional feelings, and one in particular not so sweet, but so true, ‘shit just got real’. That saying used to run through my head constantly after my daughter was born. It is not something negative, it is just the reality of the situation. When you have a baby everything gets real… real beautiful, magical, scary, amazing, emotional, just really real! It is like this whole other dimension opens up in your life, you feel things you have never felt, and you grow up real quick. I knew if I was feeling this, so many others probably were too” Meridith Layne.
A mother of two beautiful daughters, ages 3 and 5 years old, the business has proven to be her “other baby.” This entrepreneur admits this is a 24 hour, around the clock gig that she finds so much love and fulfillment in doing. Looking to start your own company or brand? Meridith has some advice for all aspirating dreamers out there: “If you want something bad enough, you will make it happen. Owning a business is like having a newborn, there are good days and there are bad days, and you never know what is around the corner. You have to give it your all, nurture it, and watch it grow. It will keep you up at night, but it will provide a love and sense of fulfillment that you never knew existed”.
Be on the lookout for what’s new at Coveted Things. This brand is evolving with more products and collaborations coming in the near future. By the looks of things this “bad ass” Mom and business owner isn’t stopping at swaddles! These super soft, all organic swaddles are the perfect gift. And have the cutest packing too!
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