Hi there, and welcome to Haru Nori! We're so happy you're here and would love to tell you a little more about who we are.
1. Who are you, and what's your role in Haru Nori?
J: I'm Judy, one of the co-founders of Haru Nori. My background is in tech sales, where I spent 10 years before this, and it was actually my time travelling to Korea and Japan that sparked the original idea for the brand. But most importantly, I'm a first-time mother - a parent just like you, navigating all the joys (and chaos) of parenthood.
F: Hi, I'm Fiona, also one of the co-founders of Haru Nori. I've worked in e-commerce for over a decade, with experience across everything from product photography and image editing to managing online stores and selling products. Bringing Haru Nori to life has been a passion project that grew from an idea Judy and I shared into the brand you see today.
Judy and I have always worked well together, and we wanted to create something that reflected our shared love for thoughtful, stylish children's clothing. Building Haru Nori together has been an exciting new adventure, and we're so happy to be able to share it with you.
2. What made you want to start a kidswear brand together?
J: I spent a lot of time travelling to Korea and Japan, purely out of personal interest. Once I had my own child, I started noticing the fashion styles and trends over there and how much I loved them - stylish, playful, almost like small versions of what I'd wear myself. I wasn't really resonating with the cars, dinosaurs, and character prints that dominate kidswear in Australia (nothing wrong with them!) - I was just drawn to something I couldn't find here.
F: Becoming a first-time mum and now preparing to welcome our second little boy made me realise there was never going to be a "perfect" time to start. Between being a mum, juggling childcare drop-offs, and navigating a second pregnancy, it really felt like a now-or-never moment.
I've always loved dressing my son in simple, timeless pieces without loud prints, clothes that are comfortable, easy to mix and match, and can be worn every day. When Judy and I realised we shared the same vision, we decided to create the kind of kidswear we were looking for ourselves. That's how Haru Nori began.
3. What gap did you see in the Australian market?
J: There was plenty of basics, but a real gap in fashionable, modern clothing for the modern parent. Korean and Japanese kids' fashion was the perfect inspiration for filling that gap.
F: Australia has plenty of affordable everyday kidswear, but we felt there was room for something a little different - pieces that are still simple and comfortable, yet feel just that little bit more special for everyday moments and celebrations alike.
We're also inspired by Korean and Japanese children's fashion, where relaxed, oversized silhouettes and timeless styling are common. We wanted to bring a touch of that aesthetic to Australia by providing versatile pieces that are easy to wear, effortless to style, and made to be loved season after season.
4. What inspires your designs and what do you look for when choosing pieces?
J: Everyday play. Pieces that are stylish and comfortable, but still durable enough for toddlers to run around and kick about in.
Versatility above everything - clothes that work just as well for play as they do for going out. We're big cafe-goers, and there's such a strong cafe culture in Korea and Japan, so I've always loved streetwear for that. Oversized fits are so cute, and I gravitate toward simple, classic pieces that stand the test of time and carry across different seasons.
F: I’m always drawn to pieces that can grow with children and be worn in different ways over time. I love styles that are versatile, practical, and can get plenty of wear as little ones grow and explore.
5. How has becoming a mum shaped this?
J: Honestly, it just shifted my shopping addiction onto my child. Haru Nori is my outlet to share what I love with other parents, and bring it to them in an accessible way.
F: Becoming a mum has really influenced the way I think about children's clothing. With little ones growing so quickly, I found myself constantly needing to buy the next size up and wanted pieces that offered more value beyond just one season. I didn’t want to invest in clothes that would only be worn a handful of times.
6. What do you hope families feel wearing Haru Nori?
J: I hope you can dress your child in a way that makes you feel good - without feeling like you have to reach for cars, trucks, or whatever's on the shelf. I want parents to be able to get creative with pieces, or build a lasting wardrobe for their kids that even complements their own.
F: We hope families can enjoy getting more wear out of their Haru Nori pieces - mixing, matching, and layering them in different ways as the seasons change. Living in Melbourne, we know how unpredictable the weather can be, so we wanted to curate clothing that feels practical and versatile throughout the year.
We also hope our original designs bring a little joy and personality to everyday dressing. Pieces like our Tamago T-Shirt and Morning Toast T-Shirt are small pockets of fun - simple details that make getting dressed a little more special.