Coracor Baby wraps
Anna LonNtorp and Maria Beydemir

Anna and Maria are the founders of Sweden’s most revolutionary baby-wearing product. Their journey through motherhood and finding the balance between work and life is their inspiration.

TELL US A LITTLE ABOUT YOUR BACKGROUND?

We are two momrepreneurs who felt there had to be another way of living life. We had been working hard in the advertising and fashion industries and we realised we wanted a life with more focus on the present, less stress, and an ability to be there for the people we love. Our children were (and are) the best thing that ever happened to us. They shifted our priorities and our pace of life. It’s so funny – we thought we were going to teach our children everything about life. But, we ended up realising that they’re the ones teaching us. They were the inspiration behind Coracor. With our broad experience within the target market and a great knowledge in fabrics, Coracor started to grow from an idea to a business. My (Anna) background is in buying for the fashion Industry. Maria’s background is in marketing and PR within fashion and beauty Industry. We met through our oldest children, they started the same preschool. We started to talk more and more during the school run, the talks grew longer and we started to hang out. It resulted in a great friendship, both for us and our kids!

 

(L) Anna Lonntorp, (R) Maria Beydemir

 

TELL US ABOUT YOUR PRODUCT, WHAT SETS IT APART FROM THE REST?

Our stretchy babywearing wrap is unique on the market, both in quality, and design! It also comes with a very strong message. We create babywearing wraps that makes you feel stylish and well-dressed, while having your child close and ready to experience the world together. The Coracor wrap is made of 91% organic compact cotton and 9% elastane. Compact cotton is a high quality yarn created by a special spinning system. By using this special cotton, we can create a high quality wrap, which is soft, thin but durable, beautiful and safe.

 

WHAT ARE YOUR HOPES AND ASPIRATIONS FOR YOUR BUSINESS?

Babywearing is growing lifestyle in Sweden and we hope to be the first choice among stretchy wraps in the market. With our products, we want to help create the closeness between parent and baby that provides security, harmony and happiness – we want to inspire parents to spread love and keep their little ones close. Science proves that skin to skin contact and being carried is important for the babies physical and emotional development and health. That includes the caregiver too.

 

WHAT’S YOUR FAVOURITE PART OF YOUR JOB?

There are so many things about our jobs that we love! To work with a friend, with someone you really like, is a privilege. To know that every effort you put into this company is for your benefit is also a privilege. To meet women in a very special phase of their lives, that is magic. But, sometimes it can be the most challenging phase of their lives. To share experiences and present a product that can really make a positive impact is a great feeling! We feel that we have created a product that truly makes a difference and has a meaning. Coracor is really a philosophy for us that has been transformed into a product. We believe that your baby is the most beautiful thing you’re ever going to wear.

 

WHAT’S YOUR RESOURCE FOR KEEPING UP TO DATE WITH YOUR INDUSTRY?

We are interested in all kinds of trends; what do people talk about, what movements are big, lifestyle choices, fashion, interior design, and so on. We try to keep up with international, current trends but are also really into the slow fashion movement. We wholeheartedly believe in durable design and long-term consumption.  Since we are really passionate about babywearing, we constantly try to learn more and keep up to date with the latest research within this field. We also research new information and demands within the babywearing community. Anna is a babywearing consultant, she holds lectures, workshops and educates parents and health professionals about the positive aspects and benefits of carrying.

 

WHAT ARE YOUR WORK ESSENTIALS?

Since we are not always together, we use the communication app, Slack, everyday. We think it is really important to have a good flow of information between us.

 

DO YOU HAVE A WORK UNIFORM, OR ARE YOU “WEAR WHAT I WANT”?

We totally wear what we want! Coming from industries where the everyday work wear was “dress to impress” or strict business wear; we spend one work day in sweat pants and one more stylish.

 

Anna and Maria in their workshop.

 

WHERE DOES YOUR INSPIRATION COME FROM?

Our inspiration can come from every day parenthood and our kids. We also find it in lifestyle trends and philosophy. We’re also truly inspired by fantastic fabrics and natures shapes and colours.

 

HOW DO YOU SWITCH OFF AFTER A DAY “IN THE OFFICE”?

To spend time with our loved ones. Having kids both forces you and helps you to be present. We both love nature. To walk in the forest is one of our favourite things to do when we need to recharge. It helps us keep the balance between work and free time.

 

HOW DO YOU BALANCE PARENTHOOD AND WORK?

That balance is difficult for every parent today, whether employed or self employed. We solve it by bringing the kids to work, photo shoots and business meetings. When we need help, we watch each others kids. Fortunately, our hubbies get along really well. Sometimes, when we work, they hang out and do stuff with the kids. We also communicate a lot, we talk a lot about each others needs and time commitment.

 

Bringing the kids to work!

 

WHAT ADVICE WOULD YOU GIVE TO ANYONE STARTING THEIR OWN BUSINESS/COMPANY?

Our advice would be: Ask yourself, why are you doing it? And, would your answer attract other people? We believe that people don’t want to buy another product or gadget – if anything they want to buy your idea. So ask yourself: is this interesting – does it appeal to your target market, and how can you reach her/him? And, most importantly, does my idea make the world a better place?

 

Anna & Maria – Coracor wraps x

 

Coracor babywraps are currently still in development and will be launched at the earliest, Jan 2018. In the meantime, you can follow Anna and Maria via Instagram and on their Facebook page. 

 

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