Kristen Hubert

Nested Fox




Hi Kristen,


Tell us about your business and the type of products you sell?

Nested Fox is all about gender neutral baby gifts and nursery decor that gives you and your family the ‘warm fuzzies’.

We are pretty sentimental at Nested Fox so it’s all about cherishing memories – like our Baby Milestone Cards; and about feeling taken care of – whether you are the baby or the parent! We think part of feeling this way is having your desires as a parent taken into account even when buying baby stuff – so our prints (on our nappy caddies and other nursery decor items) are aimed at making Mums and Dads feel like they can still keep an element of style in their home even after its been invaded by a baby and all the stuff that tends to come with that.


How did you come up with the idea and what motivated you to go for it?

I have two sons now, one just over 2 and one who is 3 months. I couldn’t face leaving my eldest to go back to work full time and I had spent most of my maternity leave having ideas for baby products I wished I could buy but didn’t exist (or at least not in the style I wanted them), so I decided to take the plunge and start the business which allowed me to stay home with my son (albeit giving up any relaxing during nap time or in the evening!). I found out I was pregnant with my second son not long after starting the business so it just had to be full steam ahead at that point and I haven’t looked back.


What is your best selling product?

Our Baby Milestone Cards have been a big hit. They are one of the largest sets on the market and they include some unique firsts like My First Playdate and My First Time in a Restaurant. There is also one that confuses some people – the ___weeks in/___weeks out card which is meant to be used when your baby has been out in the world for as long as you carried them (so in my case for my first son it would be 42 weeks in/ 42 weeks out, but if your baby was born earlier it might be 37 weeks in/37 weeks out). I just thought it made more sense than 9 months in/9 months out – given that I don’t think I know anyone who was pregnant for exactly 9 months!


What do you love about running your own business and what do you find hard?

I love being able to fit work around my life and looking after my kids but it can be a struggle to ever shut off. Basically anytime I’m not taking care of the kids I’m focusing on the business. Thankfully my husband took shared parental leave when I had my second son so I have some help at the moment but its still a juggling act.


What kind of Boss Mum are you and how do you manage the juggle? 

I set myself mini to do lists for each day and try to focus on the key tasks that are going to get me the most payback or where someone else is waiting for me to respond before they can get on with their work. This can be hard when you set too many balls in the air at once so I don’t always get it right but I’ve found it really helps to have 1 or 2 key things to focus on getting done in a day rather than trying to attack the whole massive to do list and getting nowhere.


What surprising lessons have you learned along the way?

Money is so intangible – I definitely have less of it since starting my own business and giving up my pretty well paid job, but life hasn’t actually changed that much from day to day. It just makes you think maybe money isn’t as important as we make it out to be.


What has been a particular highlight for you since starting your business?

I love love love getting photos from customers with their babies using our products – usually this is with our Baby Milestone Cards but sometimes with our nursery decor items or our teething mitten too. I just love seeing that our products are part of these families memories.


What’s next for your business?

We went full throttle with product development in the first year of the business and so this year we are focusing not on new products but more on expanding to different marketplaces – starting to sell in the US, Canada and Europe for certain products. But we do have lots more ideas so there will be new products in the future but we are trying to take it slower with that and concentrate on what we are already doing well before we expand our range much further.



What’s the best advice you’ve ever been given?

Will it matter 5 years from now? For most of our day to day worries the answer will be no. But you can also flip it around a bit and ask What will I wish I spent my time on in 5 years from now? In that case the answer will usually be spend more time with the kids. Its not always that simple but its a nice one to keep in mind when it feels like everything is getting on top of you.


What advice would you give someone who was thinking about setting up their own business?

Go for it. You get nowhere from sitting around wishing and wondering, you have to take action. You’ll make mistakes but its a better starting point than daydreaming.


What is your favourite Social Media platform and how has it helped in your success?

Instagram, the visual aspect of it really suits our products.


What was your dream job growing up?

My dream job growing up was one I was going to be obsessed with – when I was younger I thought this would be in politics, but in the end it turns out its running my own business.


Tell us 3 facts about you…
  1. I’m originally from Canada.
  2. I have 3 cats.
  3. Before I was a Mum I was an obsessive salsa dancer!

Thanks for giving us an insight into life behind Nested Fox Kristen, we love having you as a Member of the Tribe.


Danni x

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