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Behind the Brand  : The Nappy Society

Behind the Brand : The Nappy Society

Founder Gemma Bird has always had a passion for accessories, fashion and style. While working for Chanel, Gemma developed an appreciation for luxury goods and customer satisfaction.

April 17th, 2018

Founder Gemma Bird has always had a passion for accessories, fashion and style.

While working for Chanel, Gemma developed an appreciation for luxury goods and customer satisfaction. This coupled with her experience within the retail buying industry, has proven to be the perfect mix of business skills.

Handbags and accessories have always been important to Gemma, as she believes through fashion and style you can show your sense of identity. Reaching a point in her life where she and many of her close friends were settling down and starting families, she began delving into baby bag options.

Here, Gemma tells us more…

When did you launch the brand and what was the reason behind it?
The Nappy Society was launched in March 2017. I started noticing more and more mums using their own large totesI started noticing more and more mums using their own large totes and handbags as a baby bag. They looked amazing, however were lacking the functionality and practicality of a baby bag. I started to think how I could design a product that would enable mums to use their own totes and handbags as a baby bag, while ensuring they would still be functional, practical and organised. And so, The Nappy Society was born.

Whats your background?
My career started at Chanel, where I learnt an appreciation for luxury goods and customer satisfaction. After Chanel I moved into buying and planning where I learnt a whole different set of skills, challenging but very valuable. The mix of the two different roles has proven to be very useful for starting up this business.

If you could start over with the business, would you do anything differently?
As you grow and learn, there are always going to be parts you look back on and think “I should have done this or that…” but at the end of the day I don’t regret anything and I would do the same all over again. Mistakes are always going to be made and this is how we learn, grow and become stronger.

What is the hardest challenge you have faced since you started the company?
There have been a few challenges since launching, but I think time management would be the main one. As an entrepreneur you tend to work around the clock, 7 days a week and it definitely takes a toll on your health. This year I’m trying to focus more on work/life balance and remember to completely switch off every now and then to spend quality time with my family and recharge.

Tell us one fact about you that people wouldn’t know?
I’m totally OCD! Which is why an organised baby bag and tote is essential!

2018 is here, where do you plan on taking the brand?
We have so much planned for this year and for the future. We really want to expand our range of colours for our top selling Inserts and Pram Caddy as well as expanding on the range in terms of add-ons and accessories. There’s a lot happening at the moment and we couldn’t be more excited!

To date, what has been the highlight since launching?
Our highlight product would definitely be the TNS Pram Caddy, the response we have had to this has been phenomenal! Our highlight moment would just be seeing our products on mums around town and on Social Media and hearing how much they love the products and how it’s helped them stay so organised!

Which city do you feel most at home in, London, Paris or New York?
We are based in Melbourne, Australia, however being from an English family and having travelled to the UK so many times, London is definitely my second home!

Three beauty products you can’t leave the house without?

  1. Grown Alchemist Lip Balm
  2. Red Lipstick – you never know where the day could lead you and a red lip instantly makes you feel better and dresses an outfit up!
  3. Jo Malone Perfume – totally obsessed with everything Jo Malone, current favourites are Basil & Neroli and Velvet Rose & Oud

Style means….?
Style is part of our identity and a way to express our personality, which is why it’s important when you become a mum not to lose that. I love that our TNS Inserts easily convert your favourite totes into a baby bag, so you don’t need to sacrifice your style when you become a mum.

Statement shoe or statement bag?
Statement bag, always!

If you had to, what piece of clothing from your wardrobe would you wear everyday?
At the moment I am living and running around in my Gucci Marmont Slippers, they are super comfortable and so easy to wear, plus I tend to find they go with any outfit, day or night.

Favourite love song?
Perfect – Ed Sheeran & Andrea Bocelli (This is the Italian version that my husband and I had as our first dance at our wedding)

Guilty pleasure?
Red wine and coffee.

If you could spent 24 hours in anywhere in the world, where would it be?

Find out more…


@thenappysociety – Instagram


Laura Bartlett

Laura Bartlett

Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.