How and why did you start Knee High Agencies? How long have you been in the business for?
 
Knee High Agencies came from the desire for more flexibility in my work life after our son Max was born (man was I wrong, running a small business is working 24/7, but I wouldn't have it any other way!). An opportunity came to purchase an existing agency, Actionare Fashion back in 2015, which led to the birth of Knee High Agencies in July 2015. Although I officially took over Actionare on the 1st of September that year, I had already started representing two brands, which put me well on the path towards my dream job of being self-employed.
 
What is your actual role? What do you do day to day?
 
A lot of those who are not familiar with the industry don't quite understand what I do. As a Wholesale Agent, my job is to represent the many amazing brands I’m lucky to work with and sell them to independent retailers in my territory (WA). Retailers make an appointment to visit my showroom located in Osborne Park to view samples and place orders. 
 
I act as the middle-man (lady) between the brand and the retailers. It’s a win-win for everyone as retailers get to view samples locally in Perth rather than via lookbook or having to travel interstate for trade shows and the brands get the expert knowledge of having someone local who knows and understands the retail business in WA and can provide a more personal service to the stores.
 
My days varies between admin tasks, sales and marketing planning, client appointments and speaking to retailers on the phone if they can’t visit the showroom. Store visits on some occasions. Emails seem like a never-ending task as I like to be super-efficient and reply in a timely manner. In managing my growing team I’m also learning to let go, which is something I need to do more of even though Knee High is my baby and it’s not easy for me! I’m super organised so planning is also really important to me and part of my work routine. 
 
Do you have a physical location or are you purely online?
 
I have a showroom located in Osborne Park where WA retailers can make an appointment to view samples for the brands I represent. This way they get to touch and feel and see the true colours of the products they are purchasing for their retail or online stores.
 
What draws you to kidswear/accessories? Why is this an exciting space to work in?
 
My initial attraction to the industry was the desire to be self-employed and have a work-life balance after the birth of our son. My previous career involved a lot of travel and having a baby and a FIFO husband made me realise it was going to be impossible to continue in the role.
 
I fell into this industry because an opportunity became available but I’m a self-confessed workaholic, with a passion for people, sales, and all things little so I’ve been fortunate enough to combine my enthusiasm, knowledge and skills to turn them into a career that I love! How lucky am I!?
 
What changes/trends have you seen in the industry in the time you’ve been here?
 
There have been a lot of changes to my business in the last 7 years. Sadly we have lost some amazing children’s boutiques in Perth in that time, with not as many opening as those that have closed. When I first took over from Actionare the business was more fashion focused so I made the decision to expand my offering to WA retailers by giving them the whole package or outfit offering including gifts, toys and accessories as well.
 
Trends are the nature of the business, I remember when I first started Monochrome was really popular. Since then we have moved on to more muted tones and vintage-inspired looks. But fun is always the key when it comes to kids.
 
With consumers being concerned about the future of the planet I’ve also noticed a shift in brands sourcing more eco-friendly and recycled materials to create and package their goods. Sustainability is such a hot button issue but the good thing is that I’m seeing that more and more brands are adopting new ways to lessen the burden on the environment. 
 
Minimal packaging, less plastic and more sustainable and sustainably sourced materials is just the start of the innovative solutions these brands have come up with to reduce their impact on the environment. It’s amazing to witness brands and consumers doing their part to respond to environmental challenges and I can see the movement continuing to enact positive changes in this space. 
 
Online is also something that has taken off – who would have thought pre Covid that I would have ever offered or done an online showing? Now it’s just a normal part of the business. Retailers have also made the shift by adding an online store to complement their bricks-and-mortar space so that consumers can shop 24/7. Online was a hugely untapped resource but is now widely accepted as just another channel that accommodates diverse customer needs.
​

​Crywolf is one of my favourite brands and it’s not hard to see why: big on style and high on quality as well, Crywolf is just plain old fun to wear. And what a lot of fun this season’s new releases are, with limited edition prints and fresh new pieces to keep the kids cozy and dry while they’re out there exploring nature.
 
The brains and creative talent behind Crywolf artist and graphic designer Natalie Meldrum was inspired by her native New Zealand’s stunning landscapes to create the cleverly designed products that we have come to know and love. One thing’s for certain is that they know rain – Crywolf’s signature rainwear covers kids aged 1-14 in a variety of styles from the 100% waterproof Play Jackets and Overalls to Rain Boots and the famous Magic Jacket.
 
The ethos behind the brand is to create sustainable, high-functioning gear to get the kids outdoors and foster their connection to and appreciation of nature. Crywolf’s cult following has grown to over 200 locations around the world and continues to expand. 

​Sustainability is the name of the game and the highlight this season is the innovative Eco-Puffer Jackets and Reversible Vest which are filled with Repreve® recycled filling made from recycled water bottles. As part of their commitment to safeguarding the future of the planet, Crywolf are sourcing more eco-friendly products where possible and are supporting sustainable production practices. 

​Beyond the Eco-Puffer Jackets, recycled materials are also used to produce Crywolf’s Play Jackets, Explorer Jackets, Rain Overalls and Rain Suits. The super soft beanies are made using Polylana®recycled fibre.

​The signature Rain-wear Range will include new limited edition prints for the entire collection encompassing trusty favourites like the Play Jackets and Rain Overalls as well as the innovative Magic Jackets and Adult Jackets. 

​​New to the range is the one-piece Rain Suit and the fleece lined Explorer Jacket to keep the kids warm and dry on their outdoor adventures.

​Crywolf apparel was made for layering so the introduction of the Cozy-wear range, featuring the snuggly new Sherpa Jacket and the Sunday Sweater in soft brushed cotton fleece are practical and chic additions that will prove to be popular choices for active little explorers.

​In the footwear department Crywolf’s natural rubber Rain Boots are a standout. These lightweight, flexible and durable essentials are available in this season’s most striking new colours, perfect for mixing and matching with the rest of the AW2022 collection.

​The Crywolf Bag & Travel Range sees a return of their popular Mini-Backpacks and Knapsacks in exciting new prints and colourways. Rounding out the range, the clever Packable Duffel and hanging Cosmetic Bag are smart additions for globetrotters big and small. 

​Last but not least, the standout in the Crywolf Accessories range: gorgeously soft beanies made from sustainable fibres. Choose from a range of exquisite colours to stand out from the pack!
 
For function, style and sheer spirit you can’t beat Crywolf. A label for true outdoor aficionados, Crywolf is an amazing choice for kids who love to get out in the biggest playground there is – the great outdoors. So get on board and get the kids outside – stat! Adventure awaits!

​Your little one will be putting their best foot forward with Pretty Brave’s quality leather baby and toddler shoes! The buttery soft range comes in subtle and chic pastel colourways that will pair perfectly with Easter themed outfits. Designed in New Zealand, lovingly made and beautifully packaged, Pretty Brave shoes are made for adventure. And don’t be fooled by the trendy designs, these shoes are hard-wearing AND supportive of little feet!​

Go all-weather with Cry Wolf

Don’t let wet weather get in the way of your Easter egg hunt! Rain, hail or shine, it pays to be properly prepared, and sustainable brand Cry Wolf is the natural choice for active kids who love to play outdoors! The New Zealand based luxe outerwear label stocks a range of versatile, functional and durable outdoor clothing that doesn’t skimp on style! Kit up with 100% waterproof jackets, overalls and boots and get ready for adventure!

Accessorise with Karibou Kids ​

​Add a sweet little accent and match up with your angels, with Karibou Kids’ range of seasonal accessories. The timeless vintage-inspired collection of adorable hair accessories, socks and tights are sure to inspire stylish Mamas and little fashionistas alike. Our top pick is the Charlotte beret with pom pom, a luxurious 100% wool beret in macaroon (a soft and creamy beige), or ecru white. This one-size-fits-all hat is the perfect finishing touch that will make Easter ensembles really pop! Best of all, all of Karibou’s designs are made to stay on for comfortable all-day wear.
 
Slip into Wilson and Frenchy sleepwear

​Little snuggle bunnies everywhere will look especially delicious in Wilson and Frenchy’s soft and whimsical sleepwear. The Melbourne based label has a clothing range to cover your child from their newborn phase up to age 2. These thoughtfully designed unisex pieces made of 100% organic cotton in stunning styles and prints are a practical choice for trans seasonal wear. 

Give your child their own OB Designs snuggly Easter friend to keep

​The Easter bunny won’t be missed much when you have your own little Easter friend to accompany you! O.B Design’s bunnies and chicks are soft, soothing and tactile, and promise to be a loyal and fun companion to your child. Despite their international profile, O.B Design’s core ethos remains present in every item they make. Choose from a wide variety of nursery toys and decor, crafted lovingly with children’s needs in mind by this ethical and sustainable brand.
 
Get crafty with Poppy and Daisy Easter egg activity kits

DIY kit mavens Poppy & Daisy are experts at keeping little hands busy, with creative and clever projects designed to encourage nature play! The eco-conscious brand only uses environmentally sustainable products and packaging, and kits are made locally in Poppy & Daisy’s Sunshine Coast warehouse.

As a way of keeping Easter fun and sustainable, choose from three different activity kits: craft and paint some clay Easter bunnies, engage in some sensory play with Easter playdough or stencil in some Easter bunting. To collect precious Easter eggs consider Poppy & Daisy’s excellent Mini Eco Bags as a greener alternative!

Easter is a special time to reconnect and create precious memories with your kids. By taking the time to plan and prepare for the occasion, you can sit back and relax in the knowledge you’ve helped create moments your children will cherish forever.

Wishing you and your families a very Happy Easter and holiday period!
X

Tell EVERYONE!
​In the first few days of Sydney’s recent 107-day lockdown, I received an email from the small business owner who manages our website content and SEO.  It explained in a frank but friendly fashion that as she’d be homeschooling her two kids while working her normal full-time load for the foreseeable future, her usual level of service should not be expected.  She asked that any non-urgent projects be delayed, and preempted complaints about response times by stating that she’d be working odd hours and would reply when able.

Her point was (and it’s my point here as well) that small business owners are people too! We are not superhuman robots. Other people (yes, even our customers for the most part) believe we deserve a break.  And as long as they’re aware of it in advance and can work your absence into their own plans, they are generally happy for you!

So, tell everyone you’re going away! Tell them you really need to cut the umbilical cord with your phone, and that anything non-urgent should wait until you’re back.  Set up an out-of-office which supports this (a bit of humour never goes astray!) and power down that laptop!​​

Facebook
Visibility – how many followers are shown your posts in their feed, and how often they see them – has been gradually declining in the past few years across Facebook and Instagram. The latest updates do not reverse this trend, with an average of only 2-10% of your followers seeing your organic (free) posts.  
However, Facebook has recently clarified the ways in which you can ‘earn’ more visibility with your free posts.  Here’s a brief rundown;

• Encourage Engagement. Think about what your followers want and what ‘floats their boats’, and go from there.  Content that is interesting, laugh-out-loud funny, newsy, share-worthy, inspiring or helpful will get more engagement and FB will reward you.
• Produce Quality Content. NO blurry photos, no 20 second videos (unless on Stories). Keep links to other sites to a minimum – Facebook wants you to keep people there, not send them away!
• Time Your Posts. Wholesale brands should post between 9am-2pm on Tues, Wed and Thurs, retail brands stick to around noon on Mon, Tues and Wed.
• Be Timely in Responding. Reply rapidly to people who message you via your page and always respond to comments people make on your posts asap.
• Use Ads. Facebook prefers accounts which gain new followers, comments and likes constantly.  Ads allow you to keep doing this, without a lot of effort.
• Use Hashtags. It’s never been much of a ‘thing’ on Facebook, but they continue to push it, so add a few to each post.

​All Wrapped Up: General Christmas Gifts
Last but not least, are the ideal mid-price-range gifts that parents seek as something extra for their own children, or a gift for a cherished little friend or cousin.  I’ve also included some gorgeous ideas for grown-ups, because let’s face it; after all this Christmas organising, we deserve a beautiful something pretty damn special too!
The following brands have smart ideas which hit the sweet spot for wider gifting, retailing for between $15 and $50.

• Poppy and Daisy Mini Kits.  Sweet, unique, sustainable and fun, these DIY kits that are designed to encourage creativity with natural materials!  The starter pack is a fantastic option for Christmas ordering, with a selected quantity of top sellers across the range, that come with a free wooden mini stand for display. 
• Truly Amor Journals.  A great gift to stock which enables parents to help older children to start a mindful habit in the New Year with a pretty journal created just for kids.

By Lauren Hamilton, Guest Blogger
Digital Narrative Founder & SEO Expert

SEO - aka Search Engine Optimisation - gets a bad rap, even among us digital marketers.  In my 7 years working with SEO for small businesses, I've come to realise most people see it as a confusing, time-zapping and expensive thing to improve.  Most people assume you need a very high level of 'techiness' to even attempt it, which enables unethical consultants to charge insane prices and gives them an incentive to keep quiet about what exactly they’re doing back there...

That's why 'demystifying' SEO is one of my favourite things to do.  Simply gaining an understanding of how search engines - mainly Google in Australia - find and display your website is a great place to start.  Knowing what floats Google's boat, and how you can give it more of what it loves (and less of what it hates) is the next step.  Wrap your head around these and commit a few hours a month to your website, and you're on your way to great rankings!

Get started below, with my favourite ways you can begin to make a difference to your website's level of optimisation yourself.  Once you've tackled these, if you're still not appearing as a search result when your main keywords are Googled, only then is it time to call in an SEO specialist.

Page Speed Upgrade
Google h-a-t-e-s a slow website.  Head to Google Page Speed Insights and check how quickly your site is loading.  If it’s performing poorly, look at the list of suggestions there to improve the loading time.  Some may be too complex to address alone.  Some - like reducing photo size - are simple fixes you can get onto immediately.  There are many photo resizing tools online OR WordPress and Shopify site owners can install a simple plugin to compress images without losing quality.  

Magical Metadata
Metadata is another one of those words which makes people cover their ears when I start talking, but I promise, it’s not scary.  All metadata means is information (data) which tells search engine ‘bots’ what your actual data (your images, videos, pages, files) are ‘about’.  What's in them. This metadata allows search engine bots to rapidly discover what info your site contains, which it loves.
The most important metadata is your meta description on each page; this is the sentence or two which appears on search results under the heading.  If you can ensure every page of your website has a thoughtful, well written meta description, that's a great start.  If you can get the main keyword for that page in there, even better.
Otherwise, the simplest metadata you can adjust yourself is probably photo data; the name or title and the ‘alt text’ of each image should reflect the page topic and the keywords you’re keen to show up for.

​Shopping for gifts for a second time Mum is a little bit different than shopping for a brand new Mama-to-be.  If your lovely pregnant friend has already been through the parenting portal, chances are good they own everything they could ever need to care for a little person, and a whole bunch they don’t need too.
 
So when trying to think of suitable gifts for a second time Mum, you’re going to need to dig deeper, be more creative, and do your research.  What’s brand new that they couldn't possibly have purchased last time round?  What products don’t last the distance and will be completely knackered by the time Baby #2 is ready to wear, cuddle, chew or ride them?  And on the topic of chewing - which items are just downright unhygienic or unsafe to hand down?
 
Having shopped for many a second-time-round mummy friend myself, I’ve noticed which presents truly surprise and delight – and are actually used - in this situation.  So, I’ve done the legwork for you and assembled a list of my favourite gifts for a second time Mum, from the inspiring and high quality brands I represent here at Knee High.  From timeless must-haves, to fresh new trends, I’m confident you’ll find the perfect gift idea in the list below!

​(Not) Goin’ the Distance…
 
There are several items of clothing which are too delicate - or cop too much hard wearing - to make it past one infant.  Bibs and singlets are usually completely washed and bleached out after a year, while leggings, tracksuit pants or rompers worn during the crawling months tend to be worn through in the knees.
I represent a number of beautiful, Australian-designed baby brands who produce high quality, lovely baby collections, including these essential items.  Marquise bibs and undergarments are timeless and sweet in design, while Spanish cult brand Condor produces gorgeous tights and socks to replace those tired hand-me-downs.  I love brands like Huxbaby, Milky and Fox & Finch for leggings and pants in fresh new season colours and prints: stock up on sizes 00-1 to cover the crawling months!

​That New Shoe Feeling...
 
As anyone with an ancient yet supremely comfy pair of slippers can attest, our shoes mould to our feet over time.  The same applies for toddler footwear.  From the moment their pint-sized owners are vertical and moving, toddler tootsies are imprinting their footwear into their little shoes.  Combined with wear and tear (especially to soles and fasteners), this effect means that shoes can’t usually be passed on to little brothers and sisters.
So, footwear; in particular toddler shoes which are more essential and expensive, should be purchased new for each child.
We recommend Knee High brands Bobux and Pretty Brave for quality, podiatrist approved footwear.  A larger size which can be put away until baby is a little older is a thoughtful and gorgeous gift for new little ones and their parents.

The Latest Must-Haves…
 
These products will be especially well-received if your expecting friend or rellie had their last bub a few years ago - yes, these are the latest and greatest products to make parents' lives easier!
 
Roger Armstrong is Australia’s pre-eminent distributor of baby goods, and they do a fabulous line in up-to-the-minute nursery furniture and gadgets.  Many of the clever innovations they stock weren’t readily available when I had my son, such as the side-sleeper cot, the high tech baby monitors with crystal clear video display, and the electronic ‘shusher’, which is rightfully subtitled ‘The Sleep Miracle’.
 
There have also been innovations in sleeping sacks and swaddles, from the once ubiquitous BabyGro to a whole world of pouches and systems such as those created by Knee High brand, The Baby Studio.

​I hope these ideas have helped make thoughtful gifting a cinch next time you’re shopping for a special mama-to-be who already has one or more little treasures at home.  It often seems to be the case that subsequent pregnancies are celebrated less than the first time round, but each is equally as special and presents a great opportunity to spoil a very deserving recipient.