How do you talk to your kids about the different things going on in the world?
Kristen: Very candidly and with respect. For example, when we were having a volcanic reckoning with the Black Lives Matter movement during lockdown…
Dax: Well, a few thousand protestors marched peacefully down our street. So, we had to explain that to them.
Kristen: I tried to reduce it as much as I could so the concept didn’t seem unattainable, but I would show them pictures I thought were appropriate or remind them of the reasons why certain people raise their voice. We talked a lot about how people have been treated throughout history, too.
Dax: We usually talk to them when they ask questions. We don’t sit them down and be like, “Guys, this is what’s happening in Ukraine…”
Kristen: Sometimes there’s just too much going on, right?
Dax: Luckily, they get bored a lot, especially when we talk about sex. We try to explain it and 15 minutes in they say, “God this is boring” and just roll their eyes and walk off.
Kristen: In my own experience, I’ve never seen much point in keeping things from my kids – especially if they’ve asked. I don’t want to shelter them. They need to know about the problems in the world so they can be part of the solution one day.
Tell us a bit more about growing Hello Bello…
Dax: We were really lucky that kids didn’t stop sh*tting their pants in quarantine. The premise of the company is that no one should have to choose between their budget or their baby. Everything should be as affordable and accessible as possible.
Kristen: We saw there was a better way to do this kind of business. I mean, we never had ‘Have a diaper company’ on our vision board – the opportunity just presented itself. We knew there was a gap in the market to make it better for everyone. So we’ve just been trying to hustle and get the word out.
Dax: This is definitely the opposite of, say, launching a tequila brand. There’s literally nothing sexy about this space; there’s nothing cool about travelling the country talking about nappies.
Kristen: I believe the future is going to be about ‘for-profit businesses for good’, which is why we try to do as much manufacturing in the US as possible. We also opened a diaper facility in the US right before Covid hit and all the ports closed.
Dax: It looks like a genius decision but really it was just luck, honey.
Kristen: The ultimate goal was always to – one day – bring it to everyone.