Mummy business recognised for stylish nappy bags

d496293e Alf the Label owner and Attadale resident Sophie Doyle. Picture: Andrew Richie
d496293e Alf the Label owner and Attadale resident Sophie Doyle. Picture: Andrew Richie

WHAT started as a mummy-business at her kitchen table has grown into something special for Sophie Doyle.

The Attadale resident’s business Alf the Label has been named as a finalist in the My Business Awards for the Start Up Business of the Year category.

It has been a rapid rise for the company after Mrs Doyle started selling stylish nappy bags just three years ago.

She said after falling pregnant with her first child Ari, she was looking for a bag that matched her style.

“I started hunting around and I couldn’t find anything that ticked all the boxes, a lot of them had quite gaudy prints on the outside,” she said.

“It’s almost as though they are designed to appeal to the baby and not the mum.”

Mrs Doyle had experience with designing clothes as a teenager and decided to reach out to suppliers, firstly in Bali and then in China.

“The initial run was 50 bags in two colours, it was a feat in itself because the suppliers’ minimum order is usually in the hundreds,” she said.

“I assumed I’d be selling to family and friends or people I knew but I sold the first run of 50 within a few weeks just basically through the power of Instagram and being able to market it effectively.”

d496293a Sophie Doyle. Picture: Andrew Ritchie

Mrs Doyle said being recognised as a finalist in the awards, which will be held at The Star Sydney on November 15, was great recognition.

“I’m honoured to be recognised in amongst other businesses that are far more successful or have been in business a lot longer than my own,” she said.

The business has now outgrown Mrs Doyle’s home and in June she moved into a office in O’Connor, a space she has also opened up for events, photoshoots, workshops and co-working through her coaching business Brand Freak.