Solly Baby

Elle founded Solly Baby in 2010 after her first child, who had colic and reflux, needed to be worn constantly but every carrier she tried gave her headaches and back pain. While pregnant with her second baby, Solomon, she bought a fifty-dollar serger from Craigslist and stitched her first wrap herself. She spent the first year selling on Etsy, working during nap times and moving furniture to cut fabric on the floor.

More than a decade later, the wrap has been named best in category by The New York Times' Wirecutter and featured in Vogue and on the Today Show. The company has since expanded from that single product into a full line of items for parents and babies, designed by a small team that Elle describes as mostly mothers. She and her husband Jared now run the business from a farm in Bonsall, California, where they raise their four children.