From Geraldton to London: local pram toy goes global

Tamra CarrGeraldton Guardian
Clare McCulloch and her Audrey Pram. Ms McCulloch has recently landed a deal with a London-based retailer.
Camera IconClare McCulloch and her Audrey Pram. Ms McCulloch has recently landed a deal with a London-based retailer. Credit: Picture: Tamra Carr, Tamra Carr, The Geraldton Guardian

Geraldton Hospital emergency department nurse Clare McCulloch is excited.

A London-based luxury brands retailer has picked up the Audrey Pram, a classical-looking toy baby carriage, designed by Ms McCulloch. What’s more, Liberty London, a global name which has been around since 1875, reached out to her.

“They approached me. I couldn’t believe it,” Ms McCulloch said.

“They stock Gucci and Prada and all these big brands and to have my product next to them ... it’s just overwhelming, really.”

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The Audrey Pram, named after film and fashion icon Audrey Hepburn, was created to be a timeless toy for parents looking for an alternative to bright plastics and toddler electronics.

For Ms McCulloch, the pram, along with the rest of her baby product line, was a nod to her grandparents and the kind of toys they had, the kind that could be handed down.

“We live in such a disposable world,” Ms McCulloch said. “So for me, something like this just feels so beautiful and timeless.

“I feel really personally privileged to have come this far.

“It’s so flattering and it’s a beautiful legacy for my children.”

Mid West Chamber of Commerce and Industry chief executive Joanne Fabling said Ms McCulloch’s success could serve as a motivator and model for other Geraldton-based businesses.

“Claire set out to deliberately minimise her environmental footprint by creating an ethically produced, robustly designed pram that will be a treasured item,” Ms Fabling said.

“Claire’s success shows that in today’s world, it does not matter where we are located. With the right product and marketing, you can be noticed.”

To view Ms McCulloch’s Audrey Pram, visit the My Darling Valentine or Liberty London website.

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