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Lil Weezie Co-Founders on Why They’re Bringing Luxury Towels to Kids

“I found out I was pregnant while we were working on Weezie. After my daughter was born, I was gifted so many towels—as a result, the baby category was top of mind.”
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By Nehal Aggarwal, Editor
Updated November 2, 2020
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Image: Round 1 Productions

The Bump presents #MomBoss, a series dedicated to showing off all-star moms. We catch up with mompreneurs behind products we love, influencers who get real about motherhood and SAHMs who can multitask in their sleep.

One of the things Liz Eichholz decided to do after she got married was give her linen closet an update. But her search for new towels was far more complicated and frustrating than she expected. When she didn’t find what she was looking for, Liz decided to create her own line of luxury towels. Together she and Lindsey Johnson founded Weezie, a line of top quality and personalizable towels and robes to fill all your “bathleisure” dreams. Now, they’re launching Lil Weezie, a brand new kids’ collection to bring that same comfort to little ones’ bathtime.

Here, Liz, co-founder and creative director, and Lindsey, co-founder and CEO, spoke to The Bump about the inspiration behind Weezie and Lil Weezie, how they balance work and mom life and some of their favorite parenting hacks.

What led you to launch Weezie Towels?

Liz: The idea for Weezie came to me while buying towels off of my wedding registry. I had just moved from a tiny NYC apartment to a new house in Savannah, GA and was so excited for a linen refresh. This excitement quickly turned into frustration—I was overwhelmed by the countless options, tons of differing price points, confusing jargon and offline purchase experience. I shared my experience with my friend and now co-founder, Lindsey, and our conversation just snowballed. Before long, we realized there was a gap in the market for luxury towels made easy and we were the perfect people to fill it.

What was the inspiration behind Lil Weezie?

Liz: Lil Weezie is a category we wanted to add to Weezie from day one. It was always just a question of when. I found out I was pregnant while we were working on Weezie and, after my daughter was born, I was gifted so many towels. As a result, the baby category was top of mind, and I was hyper aware of the changes I would want to make to yield the perfect baby and children’s towels. We now have three daughters between Lindsey and me, and we could not be more excited to finally bring luxe to the littles.

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Image: Weezie

What is or has been most important to you as you grow Weezie?

Lindsey: Our customer. We keep her at the center of every decision we make, and having her as that constant has helped us maintain focus as we grow.

How do you try to balance work and family?

Lindsey: I have become ruthless with prioritization and try to schedule out my days as much as possible in advance. That being said, I have definitely been forced to embrace uncertainty—maintaining flexibility is key to keeping your sanity!

Liz: I’d echo what Lindsey said: prioritization, scheduling and also acceptance that there will always be blurred lines between the two, especially when you are a founder. I try not to be too hard on myself about that. Lastly, compartmentalization. When I get home and start our night routine with the girls, I really try to put away my phone and know I can pick work back up once they’re down. When I’m at work, I know my girls are in great care, and I can just focus on work before checking in on them at certain intervals.

Image: Weezie

What’s something you wish someone told you before you became a mom?

Lindsey: I wish someone had reminded me that every baby (and family) is different! What works for one family may not work for another, so I try not to get caught up with what other people or babies are doing and instead just focus on what works for us.

Liz: People tell you so many things, I’m not sure I wish to hear a single more opinion or anecdote–ha! One thing I didn’t quite wrap my head around was what you hear over and over again: “It takes a village.” It really does, especially when launching a company. I guess I wish less people would sugar coat this. Balance is often not achievable without this village because while you are launching a company, you are really having to put in some long hours. For me, it took a husband that takes on half the load, extremely helpful in-laws and parents, a school we love and now a full-time nanny.

What’s one thing you do for yourself in your spare time?

Lindsey: Before the pandemic I probably would have said going out for drinks with friends or getting a mani/pedi with an extra massage. But in my new normal and mom life I have found serious joy in going to the grocery store and walking every single aisle. I love to cook, and there’s something about being alone and unplugged in the grocery store that de-stresses me. The icing on the cake is cooking dinner with a couple of glasses of wine, and even better if I can do it while (safely) hosting friends. Keeping your social life as much as you can is key for me!

Liz: Spare time…? What’s that? Just kidding! But with a 9-week-old, all I really care about is getting sleep right now. My husband and I switch off who gets to sleep in on Saturday and Sunday and who juggles both kids. The only thing that completely shuts my mind off is reading a great book. I give myself complete permission to stop a book if I’m not into it, which feels like a guilty pleasure in this day and age. I have a lot of half read books on my nightstand right now!

Image: Weezie

Do you have any favorite parenting products or parenting hacks?

Liz: For products, the baby brezza formula dispenser and the doona car seat are two things I didn’t have with my first that I wish I did! But I remember reading an interview in which Brooklyn Decker said your ONLY job is to make sure your kids are unconditionally loved. If you can do that, you’re doing it right…or something along those lines. That really resonated with me. There are just SO many varying opinions on everything related to babies: sleep training, crying it out, bottle vs. breast, how long to breastfeed, what type of formula to use, breathable crib mattresses, screen time vs. no screen time—and the list just goes on and on. Even within my pediatrician practice, you will get different answers based on which doctor you ask. But I think we can all agree that loving your child unconditionally is achievable and a win for everyone. So my favorite parenting hack: Love your babies unconditionally.

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