Alaska News

Bottoms up: How one Alaska mom built a successful business venture on cloth diapers

When Jessica McDonnell decided to use cloth diapers on her son, she didn't know it would lead her into the world of business and ultimately, a storefront of her own just off the Parks Highway in Wasilla.

What started as a quest to cloth diaper her child has evolved into a hands-on boutique where the natural parenting baby products that line the shelves are as much of a draw as the personal connections that are made there among parents who come to explore cloth diapering.

"The biggest misconception is that it is going to be difficult. It's not. It is super easy," McDonnell said during a recent afternoon interview at her store.

People are drawn to cloth diapers for many reasons, she said. Many families do it to save money; others out of concern for the environment. Some do it because they want a chemical-free product against their baby's skin. Whatever the reason, McDonnell has become a go-to cloth diapering resource for Southcentral Alaska shoppers. It's a trend an industry group says can be seen among cloth diaper shops in many areas.

"Stores are finding what works for their market and it's really exciting to watch that from the consumer advocacy side of things," said Angela Torres, CEO of Real Diaper Association, a nonprofit cloth-diapering advocacy group of which Arctic Baby Bottoms is a member. "When you go to a store that specializes in (cloth diapering) and has the passion to bring the information to their own community, of course people are going to flock to that. And we hope that they do."

Whether someone is just beginning to explore the world of cloth diapering or is already a devotee armed with research who just needs to talk to a real person and take a look at diapering supplies in person, McDonnell prides herself on meeting their needs.

"It's almost like a library for cloth diapers," Torres said. "She's giving her community a resource that they come to and depend on."

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McDonnell likes to spend a few minutes talking with new families to get a sense for what their life is like and what they're looking for before offering advice on what she thinks will work best for them. She also offers a "cloth diaper 101 class," and a group called Alaska Baby Wearers has meetups in the store. It's as much about products as it is people and creating community. The approach has paid off.

"I think word of mouth is huge as far as spreading our business," McDonnell said.

McDonnell started Arctic Baby Bottoms in 2010 as an online-only venture. Within four months she'd found a small, 150-square-foot "nook" to expand the effort. Two years ago she had another growth spurt, moving from the "nook" to her present location, a bright, open storefront in the same Wasilla strip mall that houses Jo-Ann Fabric and Craft and Cold Stone Creamery.

Her store's shelves are lined with just about every variation of cloth diaper style. Although some brands offer size variations, McDonnell mostly focuses on "one size" diapers, which are designed to grow with the baby and general fit a size range from eight to 30 pounds: Brightly colored covers and wraps. All-in-one versions that include a cover and sewn-in absorbent liner. Pocket-style diapers that have removable absorbent inserts. Pre-folded and flat cloth diapers. Thin, disposable diaper liners (they help keep solids contained for easier cleanup). These and cleaning products -- additive-free detergents and sprays -- are all on display and available for purchase.

There are also a small number of used items available in her "pre-loved" consignment section.

"It's all about affordability," McDonnell said, reinforcing what she sees as the primary impetus for families to choose cloth over disposables. The upfront costs to start cloth diapering can be more expensive, but over time parents should save money. McDonnell estimates the saving to be between $1,500 and $2,000 over the course of a child's diaper-wearing years.

According to McDonnell, the initial cost to set up the "stash" of diapers a family will need to get started is generally around $300, she said, adding that family budget, choice in diapers and laundry routines will affect the actual costs. And then there's the issue of managing the never-ending flow of dirty diapers.

Success in cloth diapering often comes down to managing the laundry load. "To make it work really well you have to have a good wash routine," McDonnell said. Which doesn't mean time-consuming. But it does mean doing a cold soak, having a washer that can handle a heavy duty wash with an extra rinse cycle, not overloading the machine and using cloth-diaper friendly cleaners and diaper creams (for example, zinc oxide, an ingredient common in standard diaper rash creams, is a no-no).

McDonnell has maintained an online presence for Arctic Baby Bottoms, though she knows the same products she carries can be found at any variety of online stores. But from her experience, there's no replacing the ability to touch and feel the products and to talk one-on-one with someone who will take the time to answer questions. She enjoys getting to know her customers, and feels a little sad when their babies outgrow the diaper stage, since she won't get to see much of them anymore.

It's that ingredient -- the human connection -- that Torres believes makes stores like McDonnell's work.

"We want them to be successful with this face-to-face communication so they are in it for the long haul. Not just sustainability of the business, but sustainability of the cloth diapering as a whole. When they can stay in business and families can afford cloth diapers then there is a long-term effect," Torres said.

Jill Burke

Jill Burke is a former writer and columnist for Alaska Dispatch News.

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