The Quality Makers: Emily Motayed Lancaster of Nurture&

Can you describe the experience of launching a brand?

EML: We launched Nurture& in the summer of 2020, peak pandemic, which was a challenge to say the least! Because everything was shut down, we weren’t able to execute on many of the in-person initiatives we were planning to launch with in order to have people test and feel our first product, The Glider. We knew we had the best glider out there – but how to convince a potential customer who wasn’t able to sit in it of that fact?

That said, our team has been built on resilience and gumption, so we figured it out! We have an incredibly generous return policy (aka 30 days), since we believe in our product so much and really want you to try out the product in your homes to see if you love it or not. We know how personal and overwhelming it is to bring a baby into this world (believe me, I get it!), so we didn’t want you to have to live with a product if you weren’t 150% obsessed with it.

‍What a journey! One thing we love about DTC companies is the sense of community they're able to build online. How would you describe the Nurture& community? How do you think about customer engagement?

EML: Our product development pipeline is 100% based on what we hear from our customers. Our whole mission, since day one, has been to design and create products that grow with our customers and their families, and that is so important to how we think about growth as a brand. That is why we originally launched with the nursery furniture category, aka gliders and pillows and accessories, and then quickly launched into our “play” category – because we were hearing from our customers that their older kids were craving soft but fun items like The Hideout, or they also were looking for a chic mat for tummy time to lay down next to their glider (which is why we came out with The PlayPad Mini).

You mentioned high quality earlier. What does “quality” mean to you?

EML: Quality to me means products that are evolving and long-lasting – something that you might buy for your family for one reason, but can stand the test of time and be repurposed later down the line as your family’s needs change. That was a huge concept we were thinking through when we were designing our gliders, as we heard from so many parents that they were looking for a chair that would be great and comfortable for the nursery, but could also be repurposed as a living room chair down the line.

‍When you're shopping for products, what do you personally look for in a brand?

EML:  I personally look for brands that boast products with chic design functionalities – which is why I love, for example, what the FridaMom brand is doing. They’re taking items that are usually aesthetically unpleasing and hard to use (such as the peri bottle they give you at the hospital) and simplifying it by not only making it more user friendly, but also designing it so it’s not as offensive looking. I think that’s so clever and brilliant – actually designing items for moms and parents rather than just the way it’s always been done.

Totally agree - so clever, and functional! I used them with both of my babies. OK last question…what are some of your most-used baby products right now?

Besides the basics such as water wipes and diapers, our five most-used baby products are:

• The Crib - When it comes to the place my baby sleeps, it's so important to have a crib that isn't just beautiful but is also made with sustainably sourced, non-toxic materials and is JPMA Certified. And this one converts into a toddler bed!
• The Dresser - I love the way this Dreser comes with a matching topper so it works well as a changing table but is design-forward enough to work in any room of the house.
• The Storage Ottoman - Nothing prepared me for allll the stuff that such small people accumulate. Storage is key and I love the way this Ottoman incorporates hidden storage into a beautiful, comfortable (and stain-resistant) design!‍
• The Glider - we have The Glider in Ivory in our daughter’s room, and it’s where we do quiet time before each nap and bedtime. Every night after her bath, my husband and I read “Goodnight Moon” to her before her nighttime bottle. It’s my favorite part of the day! Also, she was a reflux baby, so used to spit up a lot when she was younger – and since the fabric is fully stain resistant, it was the only place we’d feed her since it wouldn’t stain!‍
• The Playpad Max - we have three of these laid down in our living room because our daughter is just now learning to walk! It’s great because when she inevitably falls, since she’s still so wobbly, I don’t have to worry about her hitting her head. The Ivory color also looks great in my home.‍
• Baby Brezza - we are still doing four bottles a day, even though she’s eating some solids, and the Baby Brezza has been such a lifesaver for dispensing and getting the milk to the right temperature! I truly don’t even realize how big of a life-changer it is until we travel and go back to hand mixing and warming bottles.

Check out Nuture&’s full lineup of nursery and playroom furniture here.