Today we’d like to introduce you to Heidi England
Hi Heidi, thanks for joining us today. We’d love for you to start by introducing yourself.
I graduated from BYU-Hawaii in 2002 and embarked on a career in financial sales. I worked for a company in Cottonwood Heights, where I quickly became one of their top sales representatives. At the time, I was expecting my third child and realized it was time to take the leap and start my own business—the one I had been dreaming about for years!
As I browsed through charming children’s boutiques, I couldn’t help but notice the high price tags on the adorable dresses. I knew I could do better—creating affordable, high-quality options. With connections overseas, I began conversations about bringing my vision to life. That’s when Oopsie Daisy & Adorable Sweetness was born.
The name “Oopsie Daisy” came from a gentleman selling the brand, and I immediately fell in love with it, deciding to turn it into its own clothing line. Oopsie Daisy specializes in unique, one-of-a-kind swimsuits, dresses, and everyday children’s wear. Adorable Sweetness offers even more affordable clothing for budget-conscious moms who still want their little ones to look fashionable.
Since then, I’ve expanded by acquiring three more brands: Wren & James, Monmar Goods, and Vincent & Vivi, which specialize in baby carriers and blankets. It’s been an incredible journey over the past 12 years, watching the brands grow and constantly adapting to the shifting market.
We now wholesale to boutique storefronts, offering both wholesale pricing and direct-to-consumer retail. My family has played an integral role in this venture—my mom helps with designs and ordering, my brother handles the finances as the CPA, and my sister manages the platforms. A close friend also helps with our wholesale operations. It’s been such a rewarding experience to build these brands alongside the people I love.
Now, my daughter is eager to start her own business, and I’m excited to be a role model, showing her and my family that entrepreneurship is within their reach too!
We all face challenges, but looking back would you describe it as a relatively smooth road?
The past couple of years have definitely been a bumpy ride. We had a strong presence on Zulily and Jane, but in 2023, both companies went bankrupt within five weeks of each other. It’s been a whirlwind trying to figure out the best direction for the business since then. We’ve shifted our focus more toward wholesale and direct-to-consumer sales. We also started running ads, and learning that whole process has been an adventure in itself! We’re slowly working our way back to where we were. The market and trends are always changing, so we’ve had to adapt and find new paths forward.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Oopsie Daisy is a fun, quirky online boutique for little girls! Moms love our unique swimsuits, ranging from full rash guard zip-up designs with SPF 50 to adorable ruffled swimsuits. We also offer dance wear and leotards, sweet ruffle dresses, and charming little sets.
Adorable Sweetness offers a similar vibe but at a more budget-friendly price point! And Wren & James features timeless, classic pieces that never go out of style.
Monmar Goods showcases one-of-a-kind baby blankets and hand-crocheted animals crafted by a talented village in Argentina. We’re passionate about supporting these amazing women and giving back to their communities.
Vincent & Vivi offers high-quality, unique baby carriers that are as stylish as they are functional.
Giving back is important to us. We love supporting non-profit organizations and providing clothing and dresses for children in need, particularly in overseas villages. Recently, we sent a large shipment of clothing to Cambodia, where a group of volunteers visited to help build homes for those in need.
What quality or characteristic do you feel is most important to your success?
The quality that seems most important to my success is adaptability. We’ve navigated changes in the market, pivoted when necessary, and found new ways to connect with customers, whether through wholesale or direct-to-consumer sales. The ability to adjust to challenges, such as the setbacks with Zulily and Jane, and our willingness to learn and grow—whether through running ads or expanding into new product lines—demonstrates that adaptability has been key to our progress.
Pricing:
- $9.99 – $42.99 Oopsie Daisy
- $7.99-$24.99 Adorable Sweetness
- $7.99-$29.99 Wren & James
- $39.99 Monmar Goods
- $110 – $130 Vincent & Vivi Baby Carriers
Contact Info:
- Website: www.oopsiedaisy.com | www.adorablesweetness.com | www.wrenandjames.com | www.monmargoods.com | www.vincentandvivi.com
- Instagram: @oopsiedaisyfriends @adorablesweetness @wrenandjames @monmargoods @vincentandvivi
