For Hindi Zeidman, MSW and founder of The Ollie World, "everything begins with my foster son, Oliver," which is why she created the swaddle, as well as the reason she began her entire business in the first place.
"Several years ago, I decided to become a single foster parent because I was desperate to help a population that was so vulnerable and lacking the attention, care and support that was and still is incredibly needed. When Oliver came to me at just a couple months old, he had already been through more than most people could imagine. He was exposed in-utero to a cocktail of drugs and this tiny little baby had been moved around to three different foster homes before coming to me," Zeidman exclusively tells Morning Honey. "He struggled with just the basics of eating and sleeping and was thus on the verge of being labeled failure-to-thrive. Even something that may sound as simple as making eye contact was too overwhelming and overstimulating for him. Because of my experience, I was aware of the importance of swaddling."
For Hindi Zeidman, MSW and founder of The Ollie World, "everything begins with my foster son, Oliver," which is why she created the swaddle, as well as the reason she began her entire business in the first place.
"Several years ago, I decided to become a single foster parent because I was desperate to help a population that was so vulnerable and lacking the attention, care and support that was and still is incredibly needed. When Oliver came to me at just a couple months old, he had already been through more than most people could imagine. He was exposed in-utero to a cocktail of drugs and this tiny little baby had been moved around to three different foster homes before coming to me," Zeidman exclusively tells Morning Honey. "He struggled with just the basics of eating and sleeping and was thus on the verge of being labeled failure-to-thrive. Even something that may sound as simple as making eye contact was too overwhelming and overstimulating for him. Because of my experience, I was aware of the importance of swaddling."
At the time, Zeidman bought "every single swaddle that existed in the market," but nothing "worked" for her foster son.
"He would escape, overheat, or move in ways in which the fabric would then cover an airway. I couldn't find anything to provide the proper security and containment his body needed," she recalls. "So, I set out to make something to meet Oliver’s needs and that is when I created what turned out to be the first Ollie Swaddle prototype. I remember so clearly the moment I used the prototype on him; it was like his body took a deep breath for the first time in his life. With his body and limbs being able to be properly contained, it allowed for opportunities for full feeds, much needed restful sleep, and eventually we even worked on attachment and bonding. I wish I could share that amazing little boy’s smile with you because it would light up the whole room. Seeing the impact the swaddle had on Oliver motivated me to share my creation with little ones all over the world."
Though people typically think babies are "resilient," she says it doesn't mean "their specific needs are not critical."
"The truth is that between the ages of 0-3 years old, their brains are growing at such an incredible rate and those years are what can predict the trajectory of parts of their future. I didn’t see products on the market that reflected not only proper containment, but something that would allow for an individualized fit. I wanted to make a product that supports what each little one needs, rather than a productthat a little one needs to conform to in order to meet a need that the market is dictating. So, a big part of my product has been developing a fabric that provides proper containment, movement and flexibility, and moisture-wicking," she says.
She adds, "My goal for myself and in the work I do is to have a positive impact on the lives of little ones. I am driven to do that through the products I create, my advocacy work, the community I build and the conversations we have."
Since the entrepreneur is a social worker "with no experience" in the business world, she's had to learn things the "hard way."
"I have had some real challenges in my business career that left me hopeless and discouraged, but it is the belief in what I have created that keeps me going," she admits. "For example, I was having a hard time with a manufacturer who was struggling to hit my rigid specs on my fabric and, as a result, I refused to sell any products that contained fabric that did not meet my extremely important specifications. I made the decision to leave the manufacturer and seek out someone who would believe in the product like I do and find the willingness and drive to make safe products."
She adds, "Well, that meant I was out of product for an entire year. I had a 1-year-old little girl depending on me at home, I had my team who worked with me depending on me and I had a commitment I made to little ones to make safe products that I had to uphold. I stopped paying myself in order to keep paying my team, cried many nights, and somehow kept going. I spent that year rebuilding an entirely new infrastructure that allowed me to have control over the entire process, as well as find the most incredible manufacturing team who is more like family to me. I love what I get to do, but it is not an easy pathway to walk."
When Zeidman first started out, every "single boutique, retailer, anyone in the business" told her they wouldn't make the product, adding that she "couldn't compete with the larger swaddle companies."
"No one believed in me. I would cry every single day as I drove home from sales calls, but somehow, I still woke up and kept trying the next day. It was only when I found social media and it was the moms who were willing to give me a chance," she says. "I am here because of them and those connections and community are something that I am truly grateful for every single day of my life. It has always been my dream to be a mom. I made the decision to be a single mom by choice and started down the IVF pathway on my own. I struggled for years with losses and, again, I somehow found it in me to keep trying. In 2019, after six losses, my daughter was born and she changed every aspect of my life in the absolute best way possible."
Now, the company is thriving, and some of her bestselling products are flying off the shelves!
"The Alphie was so fun (and a bit challenging) to create. I really had no intention of creating something in the 'sleepsack' category. Plus, I was worried I would never be able to create a product that would ever be as good as the Ollie. But I saw a need for little ones when it came to transitioning out of the swaddle. It is a significant milestone but there aren’t really products that allow for a continuance of a sleep cue and snugness that they felt in the swaddle," she notes. "So, I set out to create something that met that need. It took me five years, partly because I was scared to launch it and kept making tiny changes, and partly because I am a self-funded company and my growth and development takes time since it is just me. The Alphie turned out to be this beautiful essential product and it was so joyful to be able to utilize my brain for creativity and design. The bonus was that I was able to use my daughter as inspiration and motivation for so many elements of the product. She has also been the motivation for other recent product launches, including bibs. And it is truly the overwhelming love of the fabric I created by our community that has inspired me to also launch crib sheets, burp cloths and lovies."
Going forward, the businesswoman wants The Ollie World to be associated "with a trusted resource that advocates for little ones" and "provides support for our community and creates products with purpose with the needs of little ones always coming first."
"My hope is to continue to expand our reach and ability to give back to the foster care community, as well as provide support in hospitals, NICUs and PICUs. I would also love to continue to create products and be able to expand outside of the baby category," she says, noting that they make sure to every item is safe and put to the test.
"It is one of my core values in all that I do and create. The simplest example I can provide is that I have been involved in a group that focuses on global testing standards for baby products. One of the requirements is a washing test, which just is a basic washing of the product to ensure it doesn't fall apart. The group was going back and forth on whether the requirement should be one or three wash cycles. My testing includes 100 wash cycles. Part of the struggle when I was looking for the right manufacturing partner is that my safety standards and specifications are so tight and rigid and I am not willing to be flexible. So, I had twenty plus manufacturers who said they could make my product and out of that number, all failed but one and that is my current partner. I test from our custom created fibers all the way to multiple 100 percent Quality Control checkpoints. A quick overview of testing is all fibers and yarn, every single roll of fabric is tested both by hand and by third party, we have a dedicated line of the most incredibly skilled and committed team who have their own rigid 100 percent," she explains. QC checkpoints throughout the sewing process, we have a manufacturing 100% QC, and then I have a third party who does an additional 100 percent QC on all products. This includes delicates laundry bag that comes with the product and even the keepsake box we ship in. Also, all of our products are Oeko-Tex Standard 100 Class I certified. It is important to note that there are four classes under Standard 100, and that Class I is specifically for baby, as it is the most stringent."
Since starting the brand, it's clear Zeidman has changed people's lives for the better.
"'You and your genius have been saving my sanity since 2016. In 2018 when I thought I was done, I passed all three of our swaddles on to my sister in law for her baby. They found their way back for my 2020 babe and now they are getting ready to go back once more for hers. As if that didn’t make me love you enough I can safely say that you are still helping me as a parent. You and your sweet girl help me on days when I feel like a defeated mama. So thank you for sharing your truth and your life as well as your awesome swaddles,'" she shares of one of the many positive messages she's received from happy customers.
"I just want to keep being a voice for the voiceless in any way I can," she declares. "My hope is that I am also changing the conversation around motherhood and parenthood. After I had my daughter, I felt like I kept saying, 'How come no one told me?!' And that is what pushed me to start sharing more because parenthood should not be a setup. It is a time when we need the most support and we need to find a way to change the entire conversation around it."