Danielle Wilson launched Sweet Peanut, which makes gorgeous, organic cotton baby clothes, in 2005 because she needed a lifestyle change. “I used to have a big, fat job at an ad agency. I was working 60 hours a week and our head office was in New York and I'd have to fly there at the drop of a hat. I went back to work there when my second son was three months old and I stuck it out for nine months but it was too much. So I identified a gap in the market and started Sweet Peanut. Ironically I still work 60 hours a week and have a crazy travel schedule, but now it's for my business!”
Most organic baby clothes are expensive and come in a muted, sophisticated colour palette so Danielle “saw the need for organic baby clothes at an affordable price point with a bold colour story.”
