Reimagining Parenthood: The Alfie Way - Where Fashion, Family, and Cool Collide

In a world where fashion meets family and parenthood takes on a stylish twist, there's a brand that's capturing the hearts of parents who dare to be rad. We had the pleasure of sitting down with the dynamic duo behind Alfie – a fashion and lifestyle label that's rewriting the rules of parenting attire. Meet Sarah Schoeller and Kate Potter, the driving forces behind the brand that's redefining family fashion.

But Alfie isn't just about clothes; it's a statement, an attitude, and a way of life. As we delved into conversation, it became evident that Sarah and Kate are not only passionate business owners but also mothers who embrace the essence of Alfie in their own lives. Their journey is a testament to friendship, seizing opportunities, and believing in a brand that radiates effortless coolness.

With seven kids between them, Sarah three (Lola 8, Posie, 6 and Arki 4) and Kate four, (Leila 12, Alfie 9, Dusty 7, and Freddie 4), they understand that having the right partner in life and business is essential to succeeding. Stay tuned for an inspiring conversation that reminds us that parenting can indeed be cool, rebellious, and inherently unique.

Tell us a little bit about yourselves and what attracted you to Alfie?  

SS: Kate and I met as neighbours and formed a fast friendship during Covid and a few too many margies. We’ve both been long-time fans of Alfie (Kate’s eldest son is Alfie) and when the business went up for sale early last year, we jumped at the chance.

KP: Sarah just seems to be the Ying to my business Yang! We just fit! We’ve definitely had to tighten our seat belts and hold on - buying a business in the economy we did, but we both believe in the brand and know there’s big things on the horizon. 

What’s the best thing about being an all-female owned company?

SS: Being able to make and action decisions without judgement or needing approval and working closely with an amazing friend.

KP: I think just the understanding we have that we are both doing our best, no egos getting in the way and that motherhood usually throws us daily curve balls, and there’s no problem between us when it does, because we are so equally in the thick of it! 

What do you think the most rewarding part of motherhood is? 

SS: The joy, the laughs and the love. Hands down the best!

KP: I love the feeling of those little hands being slipped into mine as we are walking along, the morning cuddles when I’m having my coffee in my chair and each child wakes up slowly, sits in my lap and tells me about their dreams from the night before, and the eyes that look at you saying, “You are my world mummy,” without actually saying anything at all! 

What do you find the most challenging?

SS: Being pulled in so many directions, and those initial early years with young kids is so tough. I finally feel like I’m coming out of a haze and constant state of juggle now that my youngest is 4. 

KP: THE. MENTAL. LOAD. PERIOD! Oh, and the mum guilt! 

Did you breastfeed? If so any advice for new mothers in general? 

SS: Yes, I breastfed my three. We’re so lucky to have so many amazing practitioners around like osteopaths and lactation consultants to support new mamas and breastfeeding, it’s important to seek help if you need it. Trust your gut and do what’s best for you and your baby.

KP: Yes, I was lucky enough to be able to breastfeed all my babies for probably an average of 16 months each! Get help early. Sleep when the baby sleeps, NOT after you’ve finished your jobs, and let go of the idea breastfeeding is supposed to be easy, natural and beautiful when actually some days it’s difficult, painful and the hardest thing you’ll ever do! 

Seeing Father’s Day is coming up we’d thought we’d ask some questions about your husbands. How they provide emotional support to both you and the kids during challenging times? 

SS: Being on the same team and having each other’s back when raising small kids has been super important. 

KP: Lots of chats and reminders that everything is always okay in the end! With the kids, he always asks lots of reflective questions, in hope they'll build resilience and maybe handle the situation differently the next time.

 
Can you share any heart-warming or funny anecdotes that showcase your husband's interactions with the kids?

SS: Jay comes up with the most ridiculous nicknames for the kids. Arki gets B Billybumpskin, Posie gets Poodle and Lola gets Lala Long Legs.

KP: Ross does the bedtime stories with the kids each night! This always consists of them choosing two books each, then deciding which way they want to be carried to bed & extra-long cuddles in bed after he asks for “permission to come aboard.” 

What do you appreciate most about the way your husband approaches parenting and helps with the kids? 

SS: Jay is super hands on and is the fun Dad - the one that jumps on the tramp, goes to the park and always says yes to ice-cream!

KP: Ross is actually the more structured and routine one of us both, so I guess that’s helping shape the kids to be organised and teaching them how to look after themselves. Whereas me …… has anyone seen my keys?