Why Would I Do This? When a SAHM (Stay At Home Mum) Designs a Sleep Toy...

Why Would I Do This? When a SAHM (Stay At Home Mum) Designs a Sleep Toy...

I AM MAD (not like angry-mad, more a bit crazy-mad)

Sometimes I can seem a little mad.  I am pretty sure that is what my husband was thinking when I finally quit my job to make a sleep toy.  I had been on maternity leave for 3 years by that stage, so I don't think anyone was particularly surprised that I wasn't going back to my HR job.  We had been a single income family for a few years by that stage and had adjusted to Aldi wine nicely.  He could see the passion and determination so he supported me through the 18 months of sketches, the endless testing of sounds, the samples, the tears...  But when it came to the day of discussing the money - the redrawing of a decent amount from the home loan to make the final payment on the large order of toys and their related shipping (toys which we didn't know for sure that anyone wanted) I think, at that point, he really did believe that I was mad.

Even now with a second order placed - and a new design added to the collection - I still find myself standing in the shower thinking 'Did I really do that?  Did I make that with ZERO experience?'


When I meet people and I tell them what I do, the first question is almost always 'So do you come from a design background?' or 'Is that what you did before kids'? 

Nope. Never.

The only thing I designed before these toys was my daughter's 1st birthday cake.  A giraffe head and neck, in a shape of a 1, but the orange icing was sort of flesh coloured and it turned out inappropriately phallic.  I don't make cakes anymore.

I actually come from a HR background.  I worked in hospitals for 7 years specifically in the recruitment and management of medical staff.  I met so many great people and learnt a lot but I always knew I wanted to do something different - something on my own, something a bit creative.


1. Sleep obsessed.  Everyone has one friend who is obsessed with sleep - well that is me.  And it has nothing to do with 'sleeping in' (who remembers those days anyway?) but more to do with total hours obtained.  It is like I am scared that if I don't get my solid 8 hours I might actually die.  Obviously having two kids has taught me that I won't die - but it also taught me I am a not such a bitch better person with it.  My kids sleep well - I think I have one natural sleeper - the other... not so much.  And I always believed that the right sleep aid had it's place along side them.  

2.  I wanted to make a useful baby product

I have never been a big spender and I can be obscenely conservative with my purchases.  I don't buy anything I don't have to - even when it comes to the kids. I never had a 'nappy bag', I swear by the $30 ikea highchair and my kids had to learn to drink room temperature bottles because I refuse to buy a bottle warmer.  (Disclosure: I do buy clothes, especially for the kids, this is my weakness) 

I knew that if I was going to make something that I wanted others to purchase, it would have to be something that I would buy.  And the best way I can justify a purchase is if the product has multiple functions.  A comforter, cute and washable with built-in white noise, a sleepy lullaby AND a dummy locator...  Even I would have bought that!  

And that is where Riff & Raff all started.  

So far it has been a crazy journey.  There has been joy, tears and sleepless nights (both from excitement and anxiety) but when I see the posts and emails from mummas out there who love Riff & Raff, the mummas out there that getting even just a little bit more of that precious sleep thanks to these guys, it makes it all worthwhile.  ❤️❤️

Em xx

PS.  If there are any mummas out there want to know for about my experience in the sourcing, manufacturing or e-commerce - email me! I am so happy to share some of my experiences - the good, the bad and the ugly.  emma@riffraffandco.com



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  • Hey Em
    I just read your great blog! You are really doing this and you are doing it so well!
    I met one of Bec’s friends who bought her daughter Bandit. She told me that even just the feel of Bandits fabric against her face helps her to sleep. Her daughter Everly is almost 4 months old.

    BTW the way I can relate to the sleep thing..
    ’ It is like I am scared that if I don’t get my solid 8 hours I might actually die. ’
    I am totally obsessed with having at least 8 hours a night. Always have been. Sleep is like food to me! So we have something in common. :-)

    Love Catherine x

    Catherine on
  • For someone with no experience it shows that anything is possible and you are capable! Just had my bubba short of 10 weeks ago and I too will be hitting off my home business of photography (a past time) and hopefully not returning back to work!
    You should create a limited edition character for a short time! Love your work and super excited to recieve our little “riffraff” for my girl x

    Celine on
  • Hi there

    I was wondering when you will be getting the fox back? Please let me know as I would love to order one.


    Reigene on
  • Hi Emma…congrats on the business…I hope you remember me from bond, I was in sam’s cohort. You have done a fantastic job the toys are so adorable and I have been inspired by your venture to push forward with my little diy kit too. Did it take long to gain momentum in sales. I am so nervous but anyway had to have a go…
    I wish you all the best xx kristel

    Kristel on
  • Love you, crazy mumma!
    You are an inspiration and the toys are amazing :-)

    Miri on

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