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Trade Secrets: Little Urby
Little Urby is a chic online children’s boutique based in Melbourne. It fuses Australian flair with urban Asian style to create unique baby and kids’ gear. Best of all, they have a sale on right now where you can get 30-50% off selected items – just in time for Christmas! Best friends Phylice and Lin tell us how Little Urby came about…
How did you two meet?
Lin: We met each other during our Uni days more than 10 years ago.
Phylice: One summer, while many of our friends had gone away for holidays, we remained in Melbourne and bonded over DVDs and takeaway meals. That was the start of an amazing friendship and partnership.
What was the inspiration for Little Urby?
L: We were each other’s maid of honour! We have always talked about starting a business together, and we were exploring options for a wedding-related business. But Phylice was a new mum to a little girl and she was having a great time dolling her up. We are big internet users and love online shopping! From shopping back in Asia, we knew that unique Asian-influenced fashion had a lot to offer, so we started a business that had a fusion influence – importing Asian/international products while supporting Australian brands.
P: We’ve seen each other through many milestones – graduation, first jobs, marriage, babies.
Where does the name Little Urby come from?
L: Little Urby is short for “Little Urban Baby” We love the word “urby” – so cute and fresh, we first heard this word in Asia, everything in our culture is abbreviated!
P: We wanted to bring in items that represent the modern, urban mum who looks for style and practicality in their purchases.
What’s your favourite products for Christmas?
L: As I’m going to be a new Mum, I’ve been looking for practical and safe feeding items for my baby. Our range of mOmma feeding items are a big hit – BPA free and very stylish. They’re great gifts for Mums with bubs and toddlers.
Above: A. Chocovenyl In My Garden wall decals; B. Chocovenyl Princess and The Pea wall decals; C. Belle & Boo Hot Air Balloons wall decals; D. Moveables by Little Chipipi Animal Alphabet Wall stickers.
P: We are loving room decoration pieces right now – from wall stickers to print art. They are colourful and brighten up a room. Changing the furniture in a kid’s room is not always practical (or cheap!) but wall stickers are beautiful and affordable and can be updated anytime. The new year is a great time to create a new room, too.
What have you learnt about what kids really like?
P: Kids are widely influenced by their parents and friends but at the end of the day, it really has to be something that they perceive as fun and interesting.
Best tip for buying a Christmas gift for the child who has everything.
L: Children have endless imaginations – their creativity is limitless, so giving them something that will tap into that imagination is always good.
P: I’m now teaching my daughter Annica the spirit of sharing. She loves her art & craft at the moment so we’re going to make some handicrafts that she can give away and share.