Thursday 9 April 2015


Georgia Nicholson had a dream job in the fashion industry, but something was amiss. She missed working with children - nannying had been her way of earning money while she studied fashion. After returning to her native New Zealand for a couple of years Georgia felt ready to launch a childrenswear company, G.Nancy, focussed on sleepwear. “I was born and raised on a farm in Auckland, New Zealand where baths were taken at four in the afternoon and we were rarely out of our pyjamas,” Georgia says.

On return to Sydney she designed the range and set up production so that the product could be made locally too. The PJs are made from 100% organic cotton, as well. But the company’s reach is now global. G.Nancy is not only sold from their online store but from retailers in Auckland, New York and Belgium too, as well as in Australia. “We are looking to expand our range and open a flagship bricks and mortar store of our own early next year - just deciding Sydney or Melbourne,” she says.

What was behind the decision to start G Nancy? I majored in men’s tailoring at university and when I graduated I got offered a role at a large Australian menswear brand based in Melbourne. The job was highly sought after within my graduating class but very quickly I realised the role wasn't my dream. I had worked as a nanny to help pay for my university tuition and felt that working with children was where my heart lay. I flew back to New Zealand for a position as an assistant children's wear designer. Half way through my second year I felt it was time to take the plunge and started G.Nancy. Sleepwear is truly a labor of love for me. I am in love with creating a beautiful product that kids can happily lounge around in on lazy mornings or pull on in the early evening just to feel cosy and snug.

What had you been doing previously? Before I launched my brand I worked as the assistant designer for an upmarket children's brand based in New Zealand for two years. 

What is important to you when designing children's clothes? Quality: quality design, quality make, quality fabric. 

How do you try to differentiate your products from others on the market? You will be familiar with the top of our leggings, owning a few pairs yourself! I feel the soft waistband for comfort on little tummies at night provides the first original quality of our sleepwear. After that I hope that all other design follows, our prints are originals created by with my husband illustrator Oli Holmes or I. We also go to great lengths to dye our own original colourways each season, which is one of my favourite parts.

What has been completely unexpected since starting your business? The wonderful people I have met, become friends with and worked with.

What is something that people often don't realise about your wares? That they are 100% organic and 100% Australian made.

What do consider when dressing or styling children? Fun and colour and pattern.

What role do you want your products to play in a childhood? I hope that our sleepwear, robes, bedding and prints form part of many childhood memories that will last forever. 

What was the last great children's book that you read? Dr. Seuss, Oh, The Places You'll Go! We love the thought so much it was read at our wedding ceremony!

images courtesy of g.nancy

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