Today we’d like to introduce you to Caroline Hovord.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I moved to Ann Arbor, Michigan from the UK in 2011 with my husband and our first child. During that time, I’d spend a lot of days perusing the stores in downtown Ann Arbor, especially the kids stores. I also spent a lot of time dreaming about how one day, I’d love to create something of my own. But something that was not only beautiful but that had a purpose too.
I’ve always been very eco minded. When I was a kid, I was obsessed with Greenpeace and Sting and always worried so much about things like pollution, deforestation and other things like Elephant and rhino poaching. I was part of a group at Elementary school called ‘The Green Squad’. We raised money from a bake sale one year and sent it to Green Peace. I remember being so excited when we received a letter back from them. I knew I always wanted to do something that incorporated my passions that I had a child. Doing something, even if it is small, helped calm my worry for the planet.
So I started researching manufacturers and decided that I really wanted to create my own line of kids clothing. Starting with a simple range made from the most eco friendly textiles and manufactured in a transparent and eco conscious way. I found the most amazing company based in India. We chatted back and forth and created a small range together using organic cotton and included design features that helped the clothing last a little longer and that used off cuts of material to reduce wastage. Our manufacturers also build schools for girls, a maternity hospital and oversee clean water initiatives in Tirupur, India, where they are located.
During the time that I was planning and incorporating the business, I found, by complete accident, a conservation organization called Amara Conservation. It was set up and run by Lori Bergemann, who coincidentally, just happened to be from Ann Arbor! I reached out to her and we ended up coming up with a beautiful idea to work together. We would help support their cause by donating a portion of our profits to Amara Conservation.
We received our first order in July 2018 and it was amazing. I supplied a few stores in the local area and through wholesale platforms and trade shows, our sales began to grow and we actually ended up selling in multiple stores across the US.
Covid hit us hard, like many business and it took us a while to bounce back. But we did. It was a difficult time though and I questioned myself constantly. Fast forward to now. I have 5 children. We still live in Ann Arbor and we are still living in difficult times for businesses with rising tariffs, delayed import times and rising costs of cotton. Elephant Moon is about to go through a transformation where we will again focus on creating the most sustainable and eco friendly products for our customers. New things are on their way and we can’t wait to tell everyone about it.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No. Quite the opposite.
Covid hit us hard. We had to deal with brick and mortar shops closing down and had to switch to online sales online. Covid changed the way people shopped for things and we had to adapt fast. without trade shows it was incredible difficult to showcase our products.
Balancing motherhood with running a business is a challenge. Working from home with a house full of children(I have 5) is not for the feint of heart but it meant that I could stay home with them and always be available if something came up especially with having no family of our own to help out.
Trying to reduce waste that comes with the fashion industry and finding ways to be as eco friendly as possible. Negotiating smaller order quantities and small batches was a challenge but we are getting there., Its so important to us. as is balancing what our customers want and making sure the values always align to those of our business-which is sustainability.
The current crisis in Iran is increasing prices again-tariffs, the shipping times and costs and inflation generally. Its a constant battle for businesses and for the people generally.
Alright, so let’s switch gears a bit and talk business. What should we know?
We are a small, home grown company with a huge passion for kids clothing and conservation.
As a busy mom of five, I understand the challenges that come with running a family. I also like to think I know what works when it comes to kids clothing and accessories.
Our children were the inspiration behind Elephant Moon and our clothing is designed to be purposeful and sustainable as well as soft and beautiful. We like to think that when someone purchases one of our products, they are giving back in another way.
We use a manufacturing process that is transparent and ethical and this is of paramount importance to us. Every one of our products is made using Fairtrade and GOTS certified materials and practices. We are also deeply committed to using zero plastic and minimal packaging which can be 100% recycled.
We guarantee less waste and better value for money by using offcuts of material and small batch orders.
Elephant Moon is also a social enterprise working with a fantastic organization called Amara Conservation.
By helping to raise awareness as well as donating a proportion of our profits, it is our goal to help protect endangered wildlife and their habitat.
This is something we feel very passionate about and is the reason why we want to create our business. Creating a beautiful, quality product which is made fro start to finish, in the most sustainable way is something we are so proud of and remains our core value.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Don’t be afraid to ask. The worst that can happen is that people will say no. but I have received some of the most valuable pieces of information by just asking.
Know your competition. Go to the expos, the trade shows and visit the stores or places where your competitors are. Not only is it inspirational, you need to know what your up against and how you can make your service or product stand out.
Contact Info:
- Website: https://www.elephantmoon.com
- Instagram: https://www.instagram.com/elephantmoonbaby/
- Facebook: https://www.facebook.com/elephantmoonbaby
