Dani Watts launches Everly Lane into Warwick shop selling baby outfits, items

After noticing a lack of affordable children’s clothing in the Rose city, this entrepreneurial mum stepped up to launch her own line and the response has been so overwhelming she has been able to open a storefront on the main street.

Dani, Everly and Matt Watts from Everly Lane in Warwick.

A phenomenal week selling baby products and clothes at Jumpers and Jazz led one Warwick mum to move her Everly Lane label from solely online to its very own Palmerin Street shop.

Dani Watts said when her daughter Everly was born in July last year, she loved buying nice clothes for her newborn but struggled finding affordable outfits.

“I spent too much money on baby clothes. I don’t like spending $60 on an outfit that will only fit for few months,” Mrs Watts said.

Her inability to find stylish yet affordable baby clothes made her notice a gap in the market, leading her to start her own label.

Despite having close to no experience in business, Mrs Watts powered through and began designing, making and selling Everly Lane label clothes and items online and at markets across the state.

“It’s super scary but super exciting at the same time growing something, and as a mum I often feel the guilt of staying home and not contributing to the family,: she said.

“It’s exciting for me to feel like I am contributing to the family while also achieving.”

Mrs Watts’ daughter Everly Watts dressed in some of her mum's clothing label Everly Lane including the Sunchaser Knit Jumper and Adeline Socks.

Mrs Watts designs many of the baby clothing items by picking suitable material, colours and sizes for each piece, before it is sent to a manufacturer for production.

Some of the items Mrs Watts handmakes are dummy chains and rattle ring teethers.

“I use non-toxic, silicone beads and nylon cords according to safety standards that are under 22 cm in length and can hold the weight of a 10kg toddler, so that they are super durable,” she said.

She then uses a specific beading technique to create the product and then tie the knots, before performing strength tests at home to ensure a toddler won’t be able to pull the ring undone.

Homemade rattle ring teethers from Everly Lane by Dani Watts.

Mrs Watts said she received plenty of positive feedback and sales in the lead up to Christmas and again at Easter time, but it wasn’t until the Jumpers and Jazz where she received an overwhelming community support that pushed her to set up a shop in Warwick.

“Jumpers and Jazz was crazy, it blew my expectations out of the water,” she said.

“It was so good and so many people were asking if we were staying permanently.”

Mrs Watts is already looking to moving her business into the next stage.

“Eventually I want to expand into maternity-friendly clothing. I want something that can look really nice but can work as maternity and breastfeeding clothes,” she said.

“When we were looking at cots and change tables for Everly I couldn’t get anything in Warwick but really basic styles, but I wanted the farmhouse look.

“So I want to give people that option of not having to travel to Toowoomba or Brisbane and they can buy it right here in Warwick,” she said.

She said she also supports other small Australian-owned businesses by stocking their products in-store.

Everly Lane at 4/109 Palmerin Street will open on September 2 with opening hours from Monday to Friday 9am-5pm and Saturday from 9am-1pm.

Originally published as Dani Watts launches Everly Lane into Warwick shop selling baby outfits, items