Silvia McDougall on Launching Her Nostalgic Brand During a Pandemic

Let me set this up for you. For well over a year you are working on something special, designing, sampling, testing and producing a new sustainable children’s wear brand. Finally you’re ready to launch your first collection and the unthinkable (literally) happens. A global pandemic shuts down the world.

Lemon Butter Babies started marketing their inaugural collection in late 2019, primed for a spring 2020 launch. The pandemic essentially pushed pause on the brand for the last year, but the founder, Silvia McDougall decided to stay the course.

When I was introduced to Lemon Butter Babies, I was struck by the sweet nostalgia the designs evoked. A time when kids used to ‘dress’. I immediately wanted to go out and purchase some knee socks and saddle shoes. Although the styles are more classic and formal, they also have a modern aesthetic and casual elegance.

Since there was no way for me to preview the new collection in lockdown, I was sent samples to check out for myself. The quality, particularly of the trousers, overall shorties and kimono jacket, is impressive. In fact, I would say it’s on par with the high-end brands coming out of Europe, but at about a third of the price. My interest was sufficiently piqued.

They use all natural materials, most notably linen and organic cotton. The first capsule collection is only 6 pieces that can be mixed and matched. My son is really partial to the Prentice Polo with it’s little pocket and tiny embroidered lemon, he thinks it is very cool. Most likely as the collection grows, new styles will be added to the core pieces and a few more colors will be added.

Designed in Canada, the line was originally produced locally, but the factory decided they couldn’t continue during the pandemic. Silvia shifted gears and moved production to Portugal. It’s put another pause on the plan, but one Silvia is graciously embracing as an opportunity to source more fabrics and sample more everyday styles.

We had to the chance to chat with Silvia about Lemon Butter Babies, what it was like to launch during a pandemic, how her parents influenced her designs and what comes next. Read along to learn more about her journey and how this Mama is making lemonade out of lemons.

CAN YOU TELL ME A LITTLE ABOUT LIFE BEFORE YOU STARTED LEMON BUTTER BABIES?

Before Lemon Butter Babies, I was in the financial sector for 13 years. I recently decided to resign after the birth of my second son. It was a hard decision to make and it was like breaking up from a long relationship, but I couldn’t bear to be away from my kids and miss out on their childhood as these magical moments are what inspires my collection for Lemon Butter Babies.

FOR THOSE NOT FAMILIAR WITH YOUR BRAND, HOW WOULD YOU DESCRIBE IT TO THEM?

Lemon Butter Babies is a children’s clothing brand with a focus on slow fashion. We make heirloom quality pieces that we hope will be part of meaningful and magical moments for the children that wear them. Our goal is to dress the young dreamers of tomorrow in sustainable, ethically-made, and timeless garments, where each collection shares an inspirational story of where the pieces came from.

STARTING A NEW BRAND ALWAYS FACES A TON OF OBSTACLES. YOU LAUNCHED AT THE BEGINNING OF A GLOBAL PANDEMIC. WHAT WAS THE BIGGEST CHALLENGE YOU FACED THAT WAS SPECIFICALLY RELATED TO THE PANDEMIC?

Launching Lemon Butter Babies during the COVID-19 pandemic was definitely tricky. The biggest challenge that I faced was probably the closure of my oldest son’s daycare just prior to the business launching in April 2020. With lockdowns in effect and visitors being restricted from our home, I was in a position where I had to juggle time between my 3-year-old son, my newborn son who arrived just 2-3 weeks prior, and my new business.

I’M SURE IT WAS DISHEARTENING, WHEN YOU HAD WORKED SO HARD AND WERE SO EXCITED, TO HAVE THE GREATER WORLD HAVE SUCH A MAJOR PRIORITY SHIFT. DO YOU FEEL IT SORT OF GAVE YOU A GRACE PERIOD TO GET MORE IN TOUCH WITH YOUR BRAND AND CUSTOMER?

Definitely! With COVID having such a large impact on everyone and everything, it gave me more time to reflect and slow down as a business and gain a better understanding and appreciation for slow-fashion and a slow lifestyle. I was able to learn and grow in ways that I may not have been able to if COVID-19 didn’t happen; I was able to engage more with my customers and more clearly understand their wants and needs when it came to dressing their children.

HOW DID THAT UNDERSTANDING AFFECT YOUR DESIGN STRATEGY? DO YOU STILL ENVISION YOUR CLOTHES BEING WORN THE SAME WAY OR HAVE YOU CHANGED COURSE A BIT?

It’s a fine balance between understanding what people want and staying true to who I am. I still envision my clothes to be worn the same way - classic whimsical clothing with modern comfort in mind. That being said, we will tweak our fit to be more relaxed and simpler; use more comfortable, stretchy materials, and offer dresses which I initially dreamed of doing but couldn’t due to production cost factors. The quality of the clothing is important to us as our goal is to create heirloom pieces to be treasured and passed on.

ONE THING I REALLY LOVE ABOUT YOUR PIECES IS THE QUALITY. THE ATTENTION TO DETAIL AND FINISHES ARE WHAT YOU NORMALLY SEE IN LUXURY BRANDS. WHY WAS THAT IMPORTANT TO YOU?

As a Designer, I am fascinated by the artistry and craftmanship behind each brand, and the stories they tell. I believe that attention to detail and finishes are what make certain pieces exceptional and beautiful, just like the person wearing them. Fashion is about style and showing your self-worth to the world. This is what I hope to impart to my children and to children that wear Lemon Butter Babies.

Kimono Jackets and JAM Overalls in production

WE TALKED A BIT ABOUT YOUR PARENTS INFLUENCING YOUR DESIGNS AND STYLE, CAN YOU SHARE WITH OUR READERS?

My parents are Chinese and were raised in Hong Kong. They grew up in a time where Hong Kong was greatly influenced by the British. Looking at their childhood photos from the 50’s and 60’s, I fell in love with how they were dressed; they were wearing beautifully tailored European-influenced clothing, but was styled in such a way that it still reflected their Chinese heritage. I loved how the children were beautifully dressed back then and I feel the beauty of dressing has been a bit lost in today’s era.

I KNOW YOU HAVE TONS OF UNIQUE PIECES DESIGNED BUT WENT WITH A REALLY SMALL CAPSULE TO START. WHY THOSE STYLES AND COLORS, WHAT DO YOU LOVE ABOUT THEM?

I chose pieces that represented our branding: classic, whimsical and inspired by the nostalgia of childhood from the 50’s and 60’s. I think of dungarees worn with knee high socks, pinafores and peter pan collars, but with modern ease and comfort. The colours chosen were inspired by nature in the springtime, with the intent to evoke cheerfulness and optimism. Each piece was designed with versatility in mind and was meant to be mixed and match seamlessly in a child’s capsule wardrobe.

I created this first collection in memory of my baby shower and the excitement of expecting a baby. I called the collection “The Beginning of a Dream”, and it is summed up perfectly in a famous quote by Eda LeShan: “A new baby is like the beginning of all things - wonder, hope, a dream of possibilities."

THE FIRST COLLECTION WAS PRODUCED LOCALLY IN CANADA. AFTER BEING INFORMED THEY COULDN’T PRODUCE YOUR COLLECTION ANYMORE, YOU MOVED PRODUCTION TO PORTUGAL. WHAT WAS THAT LIKE FOR YOU, ESPECIALLY IN THE MIDDLE OF A PANDEMIC?

Being a new business owner, it was frustrating and challenging to figure out what to do next. At first, I thought about making the clothes myself (made to order) but I realized I just didn’t have enough time because I was raising two young kids. I was lucky to have found a consultant that works for a sustainable manufacturer in Portugal called ALEC Garments. Currently, I am getting samples made with them and figuring out our next releases.

WHEN YOU WERE STARTING YOUR BRAND, WHAT ASPECTS OF BEING MORE SUSTAINABLE REALLY INFORMED SOME OF YOUR DECISIONS?

I started this brand because of my children and I can’t imagine doing this business at the cost of people and the planet. Sustainability is considered in everything we do: sustainable fabrics, ethical labour, zero-waste initiatives and eco-friendly packaging. Admittedly it is not an easy process and the expense can be daunting on a small business. But as a parent, I believe it’s important to raise my children (Lemon Butter Babies included) to be kind and caring.

WHAT CAN WE EXPECT NEXT FROM LEMON BUTTER BABIES?

Right now, we are facing some financial challenges being a small business start-up. We launched right as COVID-19 arrived in Canada, and getting the business off of the ground has been difficult. My dream would be to put out another collection with five pieces in more colours, but realistically I can only put out one or two pieces this year with the Pinafore dress definitely being one of those. Yes, we are slow, but that is who we are: slow-made and meaningful.

How would you describe your personal style?

My style has definitely changed since becoming a mother- but it has always been consistently described as whimsical, romantic and vintage. Think Audrey Hepburn in Funny Face, but in modern times. I love pairing vintage classics with simple, modern and effortless pieces into my style. I may be in my 30’s and a mother of two, but I will always be a girl at heart that still dreams about picnics, wearing flower wreaths in her hair and sparkles on her shoes!

What are your favorite clothing/accessory brands to shop for yourself?

I don’t really have a favorite per se; when I shop, I am looking for unique pieces that hold a special place in my heart. I have items in my closet that I have owned and worn for years. I pay attention to quality, fit and branding (the artistry, craftmanship and their values). In my closet, you will find a mixture of heirloom pieces with everyday pieces. It’s a love affair between the vintage items (usually currated from my mother’s closet) and modern brands such as Everlane. I also have a list of sustainable brands that I want to look at purchasing in the future in as well, such as Soor Ploom and Misha & Puff.

What are your 3 wardrobe essentials you couldn't live without?

Since becoming a mother, I needed a wardrobe that allows me to be flexible and unfussy, so my everyday go-to essentials are black Leggings, a simple top (sweater or blouse), and headbands and hair accessories (to dress up my sporty life as a parent!).

The one purchase you've never regretted?

I was in traveling in South Korea in 2007 and I bought a beautiful wool coat with a peter pan collar. I have been wearing this coat for 14 years now and I fall in love every time I wear it.

How about for your kids? Besides Lemon Butter Babies, what are your favorites to dress them in?

I have two boys and honestly, I find it hard to shop for them as I feel there’s limited style options for them, and I am not interested in graphic tees. My sons wear a lot of hand-me-downs and items that were gifted. However, I do shop for unique clothing for them that are high quality and that I cherish. I love to shop at Mini-Cycle for the boys, and the brands that I love are Stella McCartney kids, Bonpoint, Tinycottons, and Oeuf.

WHAT DO YOU DO FOR YOURSELF IN ORDER TO KEEP BALANCED BETWEEN FAMILY, WORK AND SELF?

I had to really work on this, especially in the past year. I had to face the truth about myself and my priorities. My family will always come first; being fully present with my children without stressing about anything else. This is extremely important to me as these magical childhood moments are what inspire my designs for Lemon Butter Babies. This approach does sacrifice the growth of the business, but that is okay. Lemon Butter Babies is a lifestyle brand that embodies motherhood and slow living. My daily mantra is “stop, breathe, and take it all in”.

WHAT’S THE ONE THING YOU FEEL IS MOST IMPORTANT TO LIVING A MORE SUSTAINABLE LIFE DAY TO DAY?

I feel like what is most important in living a sustainable life is to slow down and be more conscious (intentional) on how you live. Living with intent brings you simple joys; this consciousness makes you more aware of how you live and how you consume. You become more aware of what is going on in the world and how your actions can impact the environment and others around you. When you do this, you start to consume carefully by seeking out quality over quantity. You look for local or handmade and organic. You plan ahead with slow living, and it creates a routine of research, reuse and ultimately less waste overtime.

You can follow along with @lemonbutterbabies or learn more at lemonbutterbabies.com.

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