Beyond the brand: Baina
Baina is a beautiful toweling brand that has taken a fresh approach to an otherwise traditional category. Using organic cotton, contemporary styles and colours their ethos of celebrating the daily bathing ritual that softens the moments at the beginning and end of each day has become incredibly popular. Founded by Bailey Meredith and Anna Fahey the pair are committed to creating timeless collections. Made in Portugal, Baina works with GOTS certified organic cotton and produces with one of Europe's most established mills to craft towels of excellence. While it's made in the Northern Hemisphere all the design and planning is done between Auckland and Melbourne. And it's working - with popular styles like the Pool selling out, Baina is fast becoming one of our most popular brands. Shop the collection here.
We caught up with Bailey and Anna to learn more.
Firstly, tell us how BAINA began… was it long in the pipeline or were you both inspired and motivated to begin it quickly?
BAINA came about after many years of brainstorming. The two of us knew we wanted to create a brand and business together, but were never sure what it would be or look like. After some time working in the homewares/furniture design industry in Melbourne we noted a hole for beautifully designed organic cotton bath towels. There were few options available, and none that spoke to us aesthetically, so BAINA was born, and we got down to designing. From conception to launch it was around 1 year.
How do you know each other and why did you know you could do business together?
We met in high school many moons ago, and we’ve been close friends ever since. We have worked closely together a couple of times throughout the years so we knew we could work well together. We are incredibly honest and direct with each other, we know each others strengths and we work to them. Working together is so fun and incredibly satisfying.
Why towels?
I think we both felt as though towels was something we could passionately speak to. We shared a love of bathing, both using our baths as a way to shut out the day, wind down, and be with oneself. It also, excited us to push the design boundaries in this category. Towelling is traditionally fairly neutral or plain, so we were excited to be challenged to not only design in a new way, but to change this consumer mindset, encouraging our customer to think in a considered way about the aesthetic they are bringing to their bathrooms in the same ways we select fashion to illustrate our personalities.
How would you describe your personal styles?
A: I would say I place high value in comfort, fairly monochromatic, blending casual with formal, but undone.
B: My personal style has been in transition for the past few years. I feel I am moving towards a more uniform approach, with practicality and minimalism driving my wardrobe- a subtle rebellion against all the years of wearing feminine dresses and high heels.
Who do you admire and why?
A: Bailey, she is an incredibly smart and solution based. Working so closely with her I see her strengths and how much focus she has. The girl goes and goes! Its incredibly exciting working with someone who can have so much fun whilst achieving so much.
B: All the women I chose to surround myself with. I am lucky to have a mother who taught me the power and fulfilment I could have from working hard and working for myself. Anna for being such a motivating and liberating force both in my professional and personal life and all my close female friends who are all successful and driven while managing to always show love, compassion and support
Tell us about your wedding days – where were they, what were your dresses like, how did you approach them and on reflection is there anything you’d do differently? What would be a fond memory?
A: My wedding was September 2019, right before BAINA launched to market. It was an immensely exciting and nerve-wracking time. Bailey was undertaking both duties of business partner and bridesmaid, we were spending literally every waking moment together – and even some sleeping moments, as we shared beds throughout our BAINA sales trip.
But my wedding dress was, I guess you could say “untraditional”, I didn’t wear white, but instead I bought a Tony Maticevski gown that was black, sliver and rose, I had a dusty pink veil, and black Balenciaga knife heels. Bailey was the one who looked me in the eye and earnestly asked whether I would regret never pulling on a white gown, and I can honestly say I don’t, I love that I challenged the white dress as I really loved how I felt that day – surprising all our guests.
B: My wedding was in March 2017. My husband Ali and I had been together almost 10 years before we were married and our main objective was to host a fun and relaxed day of celebrations that we could enjoy with our closest friends and family. It was a relatively laid-back affair with the ceremony held at Pah Homestead and the reception at French Bay yacht club, a special place to both of us as we live out in Titirangi and I just loved the nostalgic, charming vibe of the space.
My dress was one of the most special aspects of the day- a custom design by Kate Sylvester who I was working for at the time. We worked in collaboration and she created captured my vision perfectly.
I waited in the Turret of Pah Homestead where Ali came to meet me for our first look. It was just the two of us and my dear friend Greta van der star who was taking our photos. I will forever cherish that special and intimate moment that we were able to share just before our ceremony.
Did you have a wedding registry and what do you wish you had put on it?
A: We didn’t have a registry as such, rather an offer towards a piece of art, or our guests favourite bottle of wine, how long to cellar it and why they chose it. We got plenty of wine, but perhaps should have used the opportunity to get our hands on good quality everyday items we use.
B: We opted to just list a number of stores we both liked and allowed people to go and select products for us. In the end we ended up with mainly gift vouchers so if I was to do it again, I would have a traditional registry with items we had chosen for our home as its always nice to be able to tie a cherished item you were gifted to an individual- creating a memory around a physical product.
What are you reading at the moment?
A: Bailey just gifted me a book which I intend to devour this Christmas break, Always Home, by Fanny Singer. Fanny is the daughter to a famous American Chef Alice Waters, and the book is an insight to their relationship and Fanny’s fond recollections of her mother and her recipes.
B: I am just about to get stuck into Ghosts by Dolly Alderton. I mourned the end of The High Low podcast right before Christmas so this was a welcomed gift from my mother in law.
Which podcasts are you listening to?
A: Ashamedly I have a love for true crime podcasts, I have started a new one called Ghost Gate Road, but to be honest it’s a little scary even for me. Listeners beware.
B: Reruns of the High Low, The Daily and I was just recently recommended Appearances by my friend Fliss.
If you had to describe 2020 in five words – how would you?
Unexpected, long, exciting, frustrating and over!
What got you through the toughest moments of this year?
A: My husband and I were living in Melbourne until the end of September, so this really was the longest year there ever was, 6 months of lock down is truly brutal. He is what got me through; him and our new chocolate lab pup, Peggy.
B: Keeping busy and maintaining a sense of normality and routine. I find this keeps me grounded and allows me to move forward through any difficult periods.
What were some surprising wins from this year?
The connections we made because of so much uncertainty. We really connected on a deeper level with creatives and like-minded brands from all over the world. This really bought about a sense of community and support in a very turbulent time. A number of strong connections we continue to nurture and grow.
What are you looking forward to in 2021?
2021 will see us take on new staff members and set up our first HQ. These are tangible maturities of the business. But we hope that travel will somewhat become available so that we can show support to our retailers both home and abroad.