The Muses: Kate and Phoebe, Co-Founders of The Memo
In this edition of ‘The Muse and Her Musings’ we interview Kate and Phoebe, Co-Founders of the memo. Their website, the memo, hosts a curated collection of the most loved and trusted baby brands on the planet. With goals to take on a billion dollar Australian baby industry, Kate and Phoebe aim to finally deliver expectant parents just what they need with the memo. We asked Kate and Phoebe about their career journeys and how the memo came to be, as well as what they have in store for the future. Read our interview with these two incredible women, below.
What do you do for a living?
Kate: I’ve been a retail buyer for the past 10 years at Mecca, David Jones and Myer. I am now working full time on the memo.
Phoebe: I used to be in brand and marketing for LVMH, most recently as Marketing Director for Benefit Cosmetics. I am now Co-founder of The Memo and Founder of The BLOW.
Who inspires you?
K: My husband and children inspire me, along with professional women who have families and their own businesses.
P: Interesting and interested people and women digging deep with grit and determination.
What is your dream job?
K: I am doing it right now, running my own business.
P: Living the dream right now but I would have LOVED to have been a journalist in another life.
What is your Life Mantra?
K: Family and friends are the most important thing in life.
P: #YOLO
What is the best piece of life advice you’ve ever received?
K: You can’t do everything so do what you can do well.
P: Be comfortable with the uncomfortable.
In a few short sentences, can you share with us how The Memo came to be?
K: When I was preparing for my first baby, I found the current retail experience in the baby space confusing, time consuming and incredibly overwhelming. I was fortunate enough to rely on my friends for the best advice but not everyone knows someone who has had children. I wanted to create a place where new mums and dads felt good about building a happy home life with their baby, with the trust of a close friend and credibility of an industry insider.
P: The memo came from my Kate’s need for a feel good baby retail experience, a place that stocks everything an expectant parent needed to prepare for life with a newborn. When she came to me with the idea, not being a parent myself, I couldn’t believe how this industry was being marketed. We have grand plans to take on the billion dollar Australian baby industry and finally deliver expectant parents just what they need- no fuss, no crap, just the feel good stuff.
The Memo stocks a beautifully curated range of products - how do you choose what you stock?
K: Thank you! It was really important to create the memo as the only trusted, feel good retail destination for baby goods in Australia. We are putting an end to the confused chaos and assuring new parents that they can trust us. We don’t sell thousands of products because not all baby products are worth it. When choosing the products I consider what parents will actually need, what they’ll rely on over and over again and what they’ll feel good about owning. We tried and tested all products personally, as well as undertaking hours of review process from Australian parents.
P: The origin comes from Kate’s list that would be circulated amongst her discerning friends. Over 70 brands and over 300 different SKUs are represented on the site from a $7 Sudocreme to a $1500 Cot from Leander. At the memo, you’ll find only the stuff you need. Some products are eco aware, some just work best, all look beautiful. Think local maternity wear from Juem in Byron, to Junior Life play mats from Melbourne to Liewood designs from Denmark. The range covers maternity to newborn (twelve months), with the eventual goal of expanding to grow with the baby to their next stages in life.
Phoebe - you also founded The Blow Australia - what is the one piece of advice that you would give others looking to start their own business? Brand comes first. Consider what your unique point of difference is- if you don’t stand for anything you won’t stand out. Stay consistent with how you will express your brand’s DNA, it’s personality, tone and values. Refer to that when you need to make decisions. It will make everything authentic.
Kate - how has your previous career experience helped you in launching The Memo?
Absolutely. Being a buyer and category manager for some of Australia’s biggest retailers allowed me to understand both the operational and technical elements to the role but also most importantly it has allowed me to understand the customer experience and what they connect with. The customer’s experience is how Phoebe and I make all our decisions as we believe this is the most essential element to our success.
What can we expect next from The Memo and what are you excited about in the future?
K: We are so excited about continuing to grow our community and bringing the fun back into preparing families homes for life with a newborn. We are also very proud of our partnership with St Kilda Mum’s and look forward to continuing to support this incredible organisation as we grow as a business.
P: Growth! And good times. This year is all about building our community around our #feelgood message. We’re establishing a lifestyle and a hub that educates and inspires, and we also plan to host some big events that will bring people together.
