DESIGNED BY A MUM
– FOR A DESIGNER MUM

Hi

I'm Emma, and I invented the nappy "wrap", as it was known initially, back in 2010 after my daughter, Coco's birth.

My product design's inspiration came from the frustrating visits I made to my local Happy Valley coffee shop as a newbie mama on Hong Kong Island. Far from happy, their distinct lack of adequate changing facilities turned what should have been carefree get-togethers with friends into a logistical misery. Who wants to change their precious newborn in a tiny space on a bathroom sink, or worse still, the floor? This absence of baby changing facilities became a hotly debated topic at our every meet. The seed was already sown in my mind, and the Coco-Alexander Nappy Clutch was born!

Another contributory factor that fuelled my idea's development was the apparent gap in the market for stylish baby changing bags. Why did I suddenly need to carry a bag emblazoned with a cutesy baby print because I endured childbirth? Without doubt, being a mum is beyond amazing, but it's not the only thing that defines me. I'm still Emma, the person I was pre-kids, with a penchant for style and gorgeous handbags, but now just a few more responsibilities! I knew this was the same for many women the world over, and my campaign began.

EARLY DESIGN DAYS

Flashback to the 2010 Happy Valley coffee shop days. I knew the changing clutch needed to have Tardis-like qualities to cope with the minuscule proportions of Hong Kong living. There's no room here for oversized, vacation style tote changing bags.

I'd already landed on a neat clutch that unrolled to reveal inner pouches and nooks to store all the regular baby paraphernalia. Of course, the changing mat was integral to the design, and there was no question that this should be super soft on my babies' delicate skin. The plasticky changing mats of questionable composition and origin have always foxed me. It was set in stone. Our mat would be comforting, luxurious, and a break from the norm.

Though luxury and form kick-started the Nappy Clutch journey, practicality and functionality were paramount. The nappy clutch's inner lining was designated black, the perennial shade of fashion, but also a dream for concealing the inevitable marks between washes. A see-through net fabric was an obvious choice for the pockets, making it a breeze to find everything and a zip-out machine-washable inner for optimum hygiene. All that was left was to encase this cavernous creation into a beautiful faux leather skin that took on the appearance of a classic, timeless and simply gorgeous clutch bag. Why faux leather? So it can be wiped down and kept clean. Have you ever seen what happens to leather when it gets wet?

Several design iterations and many sketches later we move onto the 2013 version, very close to the product we sell today.

Revisions from the 2013 Version

  • Gross grain pocket openings changed to elasticated openings for improved access
  • Top left pocket amended from net to jersey to prevent the corners of tubes getting stuck
  • Length of the outer Velcro increased to augment capacity but ensure everything still held securely in place
  • Additional inner panel added for those really messy days
  • Quilted exterior for additional padding and extra-luxe finish
  • Water-repellent lining inserted to cover the padding to maintain cleanliness and hygiene

Early Design Days

Flashback to the 2010 Happy Valley coffee shop days. I knew the changing clutch needed to have Tardis-like qualities to cope with the minuscule proportions of Hong Kong living. There's no room here for oversized, vacation style tote changing bags.

I'd already landed on a neat clutch that unrolled to reveal inner pouches and nooks to store all the regular baby paraphernalia. Of course, the changing mat was integral to the design, and there was no question that this should be super soft on my babies' delicate skin. The plasticky changing mats of questionable composition and origin have always foxed me. It was set in stone. Our mat would be comforting, luxurious, and a break from the norm.

Though luxury and form kick-started the Nappy Clutch journey, practicality and functionality were paramount. The nappy clutch's inner lining was designated black, the perennial shade of fashion, but also a dream for concealing the inevitable marks between washes. A see-through net fabric was an obvious choice for the pockets, making it a breeze to find everything and a zip-out machine-washable inner for optimum hygiene. All that was left was to encase this cavernous creation into a beautiful faux leather skin that took on the appearance of a classic, timeless and simply gorgeous clutch bag. Why faux leather? So it can be wiped down and kept clean. Have you ever seen what happens to leather when it gets wet?

Several design iterations and many sketches later we move onto the 2013 version, very close to the product we sell today.

2021

So, you might ask why am I only launching now in 2021? Life! It got in the way as it often does, but my belief in the nappy clutch never waned. A design I came up with over ten years ago has stood the test of time and has become even more relevant today for those women who refuse to compromise on luxury and style. And believe me, there are lots of us!

Our slightly protracted launch timeline is no bad thing. It's enabled us to perfect my early design concept of 2010, and in doing so, we've made a superior, premium product that's benefitted from advancements in the textile industry. In our bid to become more sustainable, we've used recycled PU and recycled lining fabric. We've also added an antimicrobial and water repellent finish. This won’t be the end of our eco journey.

My husband's faith in my nappy clutch design and concept plus his constant encouragement have been a blessing. On the dark days of self-doubt, he affirmed that my invention wasn't a whimsical hormone-fuelled notion but a gorgeous, covetable, compact changing bag that serves a genuine consumer need. I value his business experience and his ability to be objective about our umpteenth baby.

He has been instrumental in turning my dream design into business reality and he is the driving force behind our brand today. I'm still chief designer, road-tester and the creative brains but it’s his undying support and relentless badgering that has finally allowed us to bring YOU the joy and beauty of the Coco-Alexander Nappy Clutch. It's the much-anticipated new arrival to our family, and we adore it. We hope you will too!