Friday Feature Mumpreneur

Karyn Cray of itti bitti Nappies

A gift for a busy mother lead to an internet business venture for Karyn Cray of Whangaparaoa, Auckland.

A friend was using modern cloth nappies on her son and when Karyn commented enthusiastically about them, was given one as a gift when her second baby Isaac arrived in October 2005. "I admit I was reluctant to try them, as I was totally brainwashed by the myths of wet, smelly cloth, nappy rash and endless soaking", she says. "I was pleasantly surprised at how easy they were to use, wash and quick to dry - Isaac rarely got any nappy rash. I was then totally hooked". Cloth nappies (reusable diapers) are an effective choice to reduce your baby's environmental footprint.

The former personal assistant and office administration worker wanted to stay at home with her two young children, so she created "Mother's Instinct", a reputable online business specialising in modern cloth nappies. This lead her to become the New Zealand distributor of the popular brand itti bitti. Mother's Instinct was sold to new owners earlier in 2010 so Karyn could focus her attention on the growth of itti bitti nappies here in New Zealand.

The itti bitti nappy company started in 2005, as a tiny hobby business with Sue sewing all of the nappies herself while her children were sleeping. The phenomenal popularity and success of her designs has led to the company now growing to become a multinational business with the slim nappies being sold in over 25 countries, including New Zealand, Australia, France, UK, Germany, Norway, Netherlands, Malaysia and Portugal.

Karyn Cray from, puts the incredible success of bitti d’lish down to the stunning rainbow of colours, the ultra slim ‘disposable like’ fit and luxurious fabrics. “Mum’s just LOVE these nappies, they are very different to nappies our parents used. With bright, fun colours and the nappies being so easy to use, it’s no wonder they are so popular.”

itti bitti’s company philosophy is simple, “the future of our environment is paramount so we want as many people as possible to use cloth nappies, so we are creating products that not only look good, but work well and are easy to use” says company Director Sue McLachlan. “We want to change the way you think about cloth nappies!”


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