High demand for baby gear in the Cook Islands means a new business which was originally conceived as a pop-up shop will now open six days a week. Joanne Holden reports.

When Jewel Holford told her family she was considering opening a baby clothes store, she was warned there wasn’t much of a market for it – but she decided to “follow her whim” and import 100 bodysuits.

Less than a month after starting her business, Little Hands, she’s down to 36 pieces.

“My dream is simply to help mums out there who are struggling,” Holford says.

“If I can make one or two mums happy, that’s a win for me.”

The 24-year-old new mother was struck by the idea while pregnant with her son, Rangi Holford-Zainey, who turns five months old next week.

“I was around 25, 26 weeks pregnant and starting to get into that stage where I was gathering as much as I can – and I noticed how limited we were on the island with our baby stuff, and how expensive it is as well,” she says.

“I came across a supplier and thought I’d give it a try, bring in some baby clothes.”

Eventually, Holford hopes to offer more than just clothes.

“I want to branch out into cots, bedding, high chairs, prams, car seats – just being a full-fledged baby, kids shop. That’s something that’s developed since I had my son.”

Holford bought most of Rangi’s baby gear second-hand from Facebook Marketplace, but she found the experience “so hard” because “everything goes so fast”.

“As soon as it’s posted, it’s gone.”

Her goal is to make baby gear more accessible in the Cook Islands, while “keeping everything affordable and offering good quality”.

“I’m not really making a profit for myself,” she says.

“As long as I’m making enough money to bring in more stock, that’s all I need.”

She hopes to grow her home-based business into a full-time job, allowing her to keep Rangi at her side while working.

For now, she will return to her job as compliance officer for No.1 Currency in Avarua when her maternity leave ends on Monday.

“I really wanted to stay home and watch Rangi grow. I didn’t want to miss out on all those moments, but I know this will all be for his benefit in the future,” she says.

“My original plan was just to have a pop-up shop because I knew I was going back to work, and then once it flourished, I could open a full-time shop.”

The plan ramped up when between 15 and 20 people turned up during the three hours her first pop-up shop was open on April 8.

“I actually didn’t sell much. I made about two sales that day – but I had a lot of people come through, look at stuff, and then say that they’re going to come back, which they have now,” Holford says.

“So, I had a lot of good feedback.”

Her next order of baby clothes, a winter range, is expected to land in Rarotonga mid-May.

“Onesies are all I bought to start off with, because I didn’t want to invest too much and then have stock just sitting around,” she says.

“I started off with one thing, just to see how I go with that. Now I can see that there’s a demand, so I can bring in more stuff. I have some long-sleeve onesies coming in, jumper and tracksuit sets, footed bodysuits with a bib.”

She hopes to be in a position to start bringing in bigger items, such as cribs and high chairs, by the end of the year.

Holford has been fielding messages from mothers in the Pa Enua, where baby gear is even more scarce.

“I think my biggest market will probably be the outer islands. I’ve already made two sales from there,” she says.

“This [message] is from a mum in Aitutaki: ‘Keep at it. The mums are so lucky to have you. I wished you came around. My princess is turning three soon and she is running out of clothes too. I see your prices, I cannot say any more, so affordable. I will encourage the mums here in Aitutaki to buy from you. Great work, cannot wait to see you expand and grow.’”

Holford wanted to thank her partner, for helping to set up her store – alongside her step-daughter, the young girl’s friends, her aunt, and her partner’s niece.

The store is located at Holford’s home in Ngatangiia, directly beside Pa Ariki Palace on the main road.