We were excited to spot Anita in the Mercury earlier this week.
Anita Lincolne-Lomax is rarely seen without a smiling baby or toddler peeking from a snuggly pouch
Keeping her babies close to her body is more than just a rewarding parenting style for Anita Lincolne-Lomax, of West Hobart. Attachment parenting methods also inspired the creation of her family’s business.
The mother of Tilli, 8, Jontae, 5, Aviya, 3, and Grace, seven months, said baby carriers and slings were an important part of the parenting style she shares with husband Ralph. “Slings and carriers are an ancient parenting tool and there’s a reason they’ve been around for so long because they work,” she said.
“Children stay calm in the carriers, especially when they’re young. It’s a lovely transition from womb to world.”
She credits the carriers in bringing balance to her busy household.
“They’ve given me the use of my hands, both in and out of the house, and made parenting a lot more fun and free,” she said.
Baby carriers also turned out to be an excellent business opportunity. Set up in 2005, Lincolne-Lomax’s distributor business Babes in Arms sells carriers and slings throughout Australia and New Zealand.
Lincolne-Lomax was named 2011 Mumpreneur of the Year by parenting website connect2mums.com.au, and Babes in Arms is a finalist in two categories of this year’s Australian Small Business Champion awards.
Lincolne-Lomax said having a young family helped build an authentic connection with her customers.
“It means I am what I sell and I’m talking to people in exactly the same stage,” she said.
“I can understand their needs and I can talk from experience which is invaluable.”
Lincolne-Lomax works three full days a week in the business as well as late at night and Ralph is now on board full-time.
She said a strong support structure, including an in-house babysitter for her young children while she works, was the key to maintaining family life.
“It’s been a lot busier than I ever expected,” she said.
