Rose Holden, co-founder of new babywear brand Monaco & Margot, discusses the turn of events that led to the company’s launch and future plans for the business.
Laura Turner: How did Monaco & Margot come to be?
Rose Holden: I launched Monaco & Margot with my partner Cyrus in 2021, shortly after having our first baby, Minnie. I had lost my job in fashion at the height of the pandemic when I was six months pregnant, which was naturally panic-inducing. When Minnie arrived I decided to focus purely on being a mum. While she was napping, however, I was doing some serious dreaming and scheming. At the same time, as new parents, we found ourselves avoiding poppers like the plague; rewashing the same zip enabled onesies until the fabric wore thin. We knew what we wanted was out there but struggled to find zip-up sleepsuits not plastered in bunnies, florals or ducks. It was clear there was space in the market for some colourful yet practical babywear. So, we sat down and sketched the ultimate baby pyjama combining my love for bold, playful prints and Cyrus’ desire for practicality – and the Shnooze Suit was born.
LT: There’s also a story behind the brand’s name?
RH: Yes, our brand is named after a psychic called Margaux who I met in Monaco in 2013. I’m usually quite sceptical when it comes to ‘woo-woo’ activities. However, everything she said came true. She had a series of predictions − I would break up with my then-boyfriend the very day I got back to the UK; I would move to London the following summer; get a job in the arts (I was an arts producer many moons ago); and meet my life partner, Cyrus, by the summer. She was spot-on, so we couldn’t think of anyone better to name the business after. Minnie’s middle name is also Margot.
LT: Can you tell me more about the Shnooze Suit?
RH: The Shnooze Suit has been described as a “parental game changer;” our customers’ words, not ours. It is a two-way zip-up sleepsuit in vibrant, snazzy prints. You can unzip from the bottom or top − slipping that nappy off without risk of fighting the ‘popper wriggle’ – all whilst keeping them toasty. It is great in the newborn phase when you are doing 13 nappy changes a day, but it really comes into play when they are older and rolling over SAS style. All new parents know when you are staring down the barrel of a 3am change, cutting the time down by a few minutes can be the difference between getting a dozy baby back to sleep or not.
LT: What else is in the collection?
RH: We have super cute matching baby hats with bear ears and dribble bibs in an array of jazzy prints. We also have a very cool second collection coming up titled ‘Boogie Nights & Disco Naps.’
LT: What fabrics do you use?
RH: Our products use a sumptuous GOTS certified organic cotton (95%) and elastane (5%) blend. They are super durable, easily washable and made to last. We have a fabulous factory based up near my parents in the Peak District that has low minimum order quantities, so we can try out new products and reduce waste. I have worked in fashion design and manufacturing for nearly a decade, so when it came to finding the perfect ethical manufacturer I knew just what we were looking for. When Monaco & Margot was just a mere twinkle in our eyes, we knew it was fundamental to manufacture as many of our products as possible in the UK to keep our carbon footprint to a minimum.
LT: What inspires your prints?
RH: When Minnie was a few months old we were scouring the shops to buy her the next size up. After perusing racks of Victorian-style frilly collars and pale pink onesies covered in rainbows we felt a little uninspired. We wanted bright, bold, playful prints to reflect our girl’s personality. We set about creating prints that aren’t traditionally associated with babywear and gave them a contemporary, playful twist. We’ve got the Abstract print inspired by Matisse’s cut out series; a lightning bolt in the iconic Glossier branding colours; and Terrazzo, which is having a huge moment in the world of interiors. Most of our prints are unisex, too. After all, it’s difficult to find any outfits for baby boys that aren’t all tractors or dinosaurs.
LT: Will you introduce more products in time?
RH: Yes, we have all kinds of goodness coming out. We have a limited-edition collaboration with an embroidery artist in the pipeline. We’re also super excited about a couple of new Shnooze Suit prints. There’s a blue lightning bolt and an arty brushstroke, all voted for by our Instagram following. Our second collection is also going to expand into oversized jumpers and T-shirts, all with popper shoulder openings for extended wear. Plus, joggers with socks that attach with poppers. In the future, we would love to make breastfeeding pillows to blend in with existing home décor. We’re thinking velvets, tassels and bold prints.
LT: Do you plan to wholesale?
RH: Yes, we are very excited to get stuck into wholesale and keen to be stocked by companies with a similar brand ethos.
LT: Can you tell me more about your charity work?
RH: We are a small business with a big heart. When we started Monaco & Margot we wanted to make a great product but also give something back. For every Shnooze Suit sold, we donate £1 to Great Ormond Street Hospital (GOSH). My dad did lots of work with GOSH when I was growing up. For this reason, it has always been a charity close to our hearts.
LT: You also have an initiative to support mums in the workplace?
RH: Becoming a mother is one of the biggest transitions someone can go through. When I was freshly unemployed, I was naturally nervous about how – or if – I could find work that would fit around my new life. The motherhood penalty in the workplace is sadly real, whether we like it or not. So, when it came to hiring freelancers to get Monaco & Margot up and running, we made it our mission to hire mums whenever we can. The astonishing cost of childcare and inflexible hours are pushing thousands of women out of work. They’re also being overlooked for promotions in case they go on maternity leave. As the business grows, our priority will be to hire mums wherever possible.
LT: Are you taking any sustainability measures as a business?
RH: Sustainability is at the core of our business and we design to minimise waste. Our packaging is recyclable and we don’t make products for throw-away trends or one day’s wear. We also don’t take part in Black Friday or Boxing Day sales − it’s just not in line with our ethos. The babywear product lifecycle makes us really sad; worn a couple of times and then it’s landfill time. This doesn’t sit right with us. We acknowledge the impact that selling products – no matter how small or cute – has on the world. Nowadays, a fancy coffee can cost more than a babygro. This is why we design our products for longevity and to grow with a baby through super stretch fabric and converted feet/cuffs.
LT: Can you tell me more about your zero-waste initiative?
RH: As an example, our factory uses technology to only make/print as much fabric as we need. After cutting the Shnooze Suits, any large leftovers go to Southampton to make our Dribbly Bibs and Bear Hats. All the mini scraps are then donated to a children’s charity in Wandsworth for arts and crafts.
LT: What are the plans for Monaco & Margot?
RH: Short term, we’re looking to expand into wholesale and keep listening to what new parents want and need for their babies. We are also looking at a donation scheme for pre-loved Shnooze Suits for refugee children and collaborating with baby rental companies. Long term, we’re aiming to be stocked internationally. We also want to start moving into using recycled fabrics and expand our sizing and product range. We’ve loved starting Monaco & Margot, and we’re excited about where it could go. Stay tuned, hopefully, it’s going to be some ride.
For further information on Monaco & Margot, please click here.
