Monarch Store is an Australian brand that specializes in modern cloth nappies and other eco-friendly baby essential products. They are passionate about creating a feasible alternative for families that is just as easy and accessible to use as disposable nappies.

Founder Eunica takes us behind the scenes of her brand as she us more about some of the charity work they partake in and where she wants to see Monarch in five years' time. 

How did your brand begin?

I started creating cloth nappies in 2017 and after a rebrand in 2020, Monarch Store was born! We implemented the lessons learnt from our first (pancake) business but remained committed to premium quality, continuous product improvement, and prints that brought a smile to our customers' faces.

Values are really important to us at JewelStreet. What are your core brand values?

Monarch Store is passionate about making parenting easy and eco(-friendly), with premium products that are easy to use and kind to the earth! We never settle and are always exploring new ways to improve our customers' experiences with our products.

In addition to our customers, we are also deeply invested in the well-being of our stakeholders, such as ensuring we only partner with ethical manufacturers, or giving back to the community financially or through charitable giving.

Where do you draw inspiration from for your designs?

At Monarch, we want our products not only to be functional but also aesthetic so that something as simple as "changing a dirty nappy" might make you happy in a way that you didn't expect. A lot of our prints feature characters from our childhood and I love that our customers get to share these iconic stories (such as Paddington Bear, Sesame Street, Peter Rabbit and Snoopy) with their little ones too.

Our customers are also a big source of inspiration, both for prints and also product design improvements - we take on feedback each round so that we ensure that we are creating products that our customers actually want.

How are your products made?

We have partnered with a few select manufacturers in China that implement ethical and sustainable practices to help us manufacture our products. Our commitment is to see as many families as possible use cloth nappies and make the switch to other eco-friendly alternatives, and we wanted to be able to bring these products to the consumer at a scale that would not have been possible to achieve in-house.

We are always researching and trialling new production processes and materials, such as lower-waste packaging, more absorbent materials (so we can use less of it), and recycled materials to ensure our products have the lowest footprint possible whilst also retaining their functionality.  

How do you want someone to feel when they wear/use your designs?

It is the best feeling in the world! When someone tells me how our products have made a tangible difference to their lives, all the late nights, never-ending emails and stress are forgotten and all the sacrifices and hard work that have gone into the business have been worth it.  

Do you work with any charities?

We do! Each year, our customers nominate a few of their favourite charities and then we have a poll to determine which charity we donate to that year! We commit 10% of our profits to giving back, and that can take place throughout the year or in a lump sum annually.

I (and many of those in my society) are blessed to be able to have access to basic utilities and to be able to live in comfort and security, which I recognise cannot be said by many people. As such, it has always been important to me that we share our resources as much as we can with those less fortunate.

Do you have any exciting future plans and where do you see your brand in 5 years?

Cloth nappies are still a relatively niche market, but we hope that in the next 5 years, we can bring this to a more mainstream audience, whether that is via brick & mortar stores, established baby shops and retailers, or partnering with other exciting brands both domestically and internationally, particularly in the UK and US.

How do you ensure you’ve got a good work/life balance?

Giving myself permission to pursue hobbies without needing to master them or be an expert. In the past, I found it difficult to do anything that wasn't work and/or pushing me forward in a professional capacity. Also turning off email notifications!

What drew you to JewelStreet?

I love that JewelStreet is all about supporting small businesses and bringing them together on a platform that celebrates unique design and premium quality!

What is your favourite quote?

Don't be so hard on yourself. The mom in E.T. had an alien living in her house for days and didn't even notice.

Thank you for talking with us Eunica!

Discover eco-friendly baby products at Monarch Store's boutique with JewelStreet.