THE STORY OF JEAN POLSKY AND ESTELLA
The Co-founder of Estella, New York’s Luxury Baby Line, On Why
Sustainability is Core to Her Business
BY EILEEN BERNARDI
I lived in New York pre-kids, but even so I knew about Estella. The West Village shop was my go-to when I needed a baby gift (I was in my early 30s so this was a frequent event). The Village shop has since been shuttered, and the business taken completely online, now focusing solely on the Estella line--carefully designed and organic baby clothes and gifts.
Jean Polsky founded Estella along with her husband, Chike Chukwulozie, in 2002. Since we’ve been focusing on sustainability here at Wunder Stories the last several weeks, I was eager to talk with Jean, who has been committed to creating sustainable baby goods since before it was even really a thing. The native New Yorker is also a mother of three Stella (17), Ike (15), and Beatrix (12).
Estella’s organic cuddly toys and knits paying homage to New York City
Wunder Stories Can you tell us a bit about your brand and what inspired you to create Estella?
Jean Polsky I’m feeling old saying this but my husband and I conceived of Estella 18 years ago when we were pregnant with our first child, Stella. For over a decade, Estella was a tiny shop in the Village which carried little-known, eclectic European brands for babies and kids. For the past seven or so years, we’ve focused almost entirely on designing and producing our own organic baby gifts, toys and clothes and are now completely online. I’d say that the common thread throughout Estella’s history is to offer our customers beautiful, playful creations at a fair price with an emphasis on merchandise that lasts and can be handed down again and again.
WS Let’s talk sustainability...how did this become such a large part of your mission?
JP Sustainability has crept into our consciousness over the years because it just makes sense. I’ve always had a huge love and respect for nature and once I became a mom, I think I realized that it was part of my job to do the best I could to care for this one amazing world we have. And it’s funny, when you do the right thing, it’s good for all parties involved: it’s good for the earth, it’s good for the people who work with the cotton, and of course, it’s good for the babies and kids who are part of our brand.
WS What makes Estella’s clothes sustainable?
JP Our baby clothes and toys are made from 100% GOTS-certified organic cotton. What’s more, everything we sell is made to last, so all Estella creations can be reused and re-loved for years and years.
WS How has the market for sustainable products changed since you first started out?
JP More than ever before, people are aware of the deteriorating condition of the earth as well as the harm that comes from chemicals in the supply chain for food, clothing, cleaning products, etc. The sustainable market is absolutely growing because people are taking it upon themselves to become educated and to speak with their wallets.
WS What current trends are you most excited about in terms of sustainability?
JP I’m most excited that the sustainability tent just keeps growing, both in terms of who’s becoming interested in purchasing it and who’s becoming interested in designing it. It’s good for the world and good for those of us who find immense joy in fashion!
It’s essential to know what’s happening in the market, but comparison is the thief of joy (and creativity), and in today’s world especially (hello Instagram), to maintain your sanity and protect your soul, you must be true to yourself and keep doing what you do best, regardless of all the noise that will never stop trying to intrude.
WS So, let’s switch gears here and talk about your family a bit. You work with your husband. What do you love most about working with your partner? And what do you find challenging?
JP All in all, working with my husband, Chike, is pretty amazing. I love the efficiency and honesty that come from working with someone you know intimately. On the flip side, sometimes the efficiency and honesty are double-edged. Nothing is sugar-coated.
WS How do you approach work differently before and after kids?
JP I’m definitely a better designer since having kids, there’s nothing more inspiring than their goofy antics and pure joy. Kids are optimism embodied. That said, I think that after pouring so much love and care and thought into my kids, I might have a little less left over for work.
WS What kind of support system do you have in place as a successful working mother?
JP I’m really lucky to have the world’s most helpful and involved husband. Not only does he recognize how precious and fleeting time with our kids is (and thus attends every swim meet, basketball game and dance performance possible), but he is also a wonderful cook who doesn’t mind doing laundry! But raising three kids takes an army and we’ve also had the same incredible babysitter for 17 years!
WS What advice would you give to other mothers who are thinking of starting a business? What do you wish you had known starting out?
JP This is a tough question because I have so many emotions about our business. The advice I would give to other mothers who are contemplating starting a business would be to be patient: patient with the trajectory of the business (it takes time, like everything else of high quality and importance), patient with themselves (because balancing it all is hard work and perfection is elusive), and patient with their kids (because, yeah, who wants to share a mom with anyone or anything else!) When I was starting out, I wish I had known how important it would be to keep blinders on. It’s essential to know what’s happening in the market, but comparison is the thief of joy (and creativity), and in today’s world especially (hello Instagram), to maintain your sanity and protect your soul, you must be true to yourself and keep doing what you do best, regardless of all the noise that will never stop trying to intrude.
WS So what’s next for Estella?
JP The biggest change for us at Estella is that we are (finally) expanding our organic offerings into the kids’ world. Our amazing retailers and loyal customers want to extend the Estella experience beyond only baby, so we are finally in a position to do it right and we couldn’t be more excited to be adding toddler and kid sizes!
Jean Polsky is the co-founder of Estella and a mother of three.