"After researching the baby products industry, it became apparent that the market was filled with me-too products and commodity brands with no identifiable personality or sense of style. There wasn't a single premium designer brand which specialized in baby gear, or spanned the entire spectrum of essential items that I needed to purchase before my baby arrived. There were very few, if any products that I needed that I wanted to buy."

Following a 15 year career at Nordstrom, Dayton-Hudson, and most recently as Group Vice President for Kenneth Cole Productions, Victoria believed that it was time to start a company that could make the kind of baby gear that moms like her would prefer to purchase. Her prior success fueled her desire to build a team that will change the face of how baby products are designed, marketed and distributed across the globe.

Her goal is to provide sophisticated consumers with products that combine superior functionality, with a sense of style that is uniquely attuned to each consumer's lifestyle. She wants to ensure that everyone she touches enjoys the experience. Whether it is an employee, a vendor, or a consumer, her goal is to make sure that each and every one of them has a positive experience when touched by the brand.

“What you give, you get.” — Victoria Staten