From opposite coasts and diverse professional backgrounds, Alexa Gores and Sarah Allen have united over a shared passion for sustainability and affordability in the baby industry. With Loveys, a curated resale marketplace for quality pre-owned baby gear, they’re making it easier for parents to access top brands without the high price tag—all while championing a circular economy. In this Q&A, Alexa and Sarah open up about their journey, the surprising parts of launching in the baby space as non-parents, and their ultimate vision for Loveys.
What inspired you to create Loveys?
The inspiration for Loveys came from our deep passion for the circular economy. Both of us have been big Poshmark and RealReal girls, and we’ve always believed in the value of giving high-quality items a second life. At the same time, we’ve seen firsthand how overwhelming the startup costs can be for new parents through watching our siblings and friends navigate that journey. They wanted the best brands and products for their kids, but also felt frustrated with how quickly items were outgrown and the challenge of selling them seamlessly. Loveys was born out of our commitment to making it easier for parents to access the best baby gear at affordable prices and supporting sustainable practices.
How do you think Loveys provides value to parents seeking sustainable and cost-effective options for their children?
There is a true problem with resale and a ton of friction around existing solutions, like Facebook Marketplace, to find top-rated products on a budget. Loveys aims to make it as easy as possible for both sides of the marketplace (buyers and sellers). Many items parents buy for their babies have a short useful life in the home, developmentally and physically, but many more useful years on the planet.
What has been the most surprising part of launching a business in the baby industry, despite not being a parent yourself?
Honestly, we were a bit nervous about entering the baby industry without being parents ourselves. We knew how important this space is and how personal it can be for families. But the most surprising part has been the overwhelming love and support we've received, especially from moms. It's been so encouraging to see how much parents appreciate what we’re trying to do. Our goal from day one has been to champion parents, making their lives easier by helping them access high-quality baby gear at an affordable price. The positive feedback has reassured us that we're on the right path. As aspiring parents, we ultimately want to help transform the way a new generation of parents purchase and recycle.
In your experience, what’s been the most rewarding aspect of building a community around Loveys?
The most rewarding part of building a community around Loveys has been seeing people completely outside of our personal networks get excited about what we're doing. When we hear people say things like, 'Wow, I need this in my city!' or 'I'm so excited to use Loveys!' it’s incredibly fulfilling. It shows that what we’re building resonates with families beyond our immediate circles. We’re passionate about connecting with each and every person who is excited about Loveys, and right now, our biggest goal is to learn as much as we can from our amazing community. We want to grow and evolve Loveys to meet their needs and continue to make an impact in their lives.
What’s your go-to advice for first-time parents navigating the overwhelming amount of baby gear available?
Talk with family/friends who have gone through the experience themselves to understand what is a must, a nice to have, and what may not be necessary. We’ve learned it often takes a lot of trial and error to figure out what items work best for one’s child, so being thoughtful about not rushing to buy everything and anything can help you more likely end up with items you truly value and are a good fit.
If you could give one piece of advice to anyone starting their own business, what would it be?
Find a partner you fully trust and are both excited and confident to build with. It can be a challenging journey and having someone to ride the highs and lows with makes it easier, but that person needs to be someone you can have hard, honest conversations with and would blindly trust and support, but are also comfortable challenging when you hold different opinions.
Do you have any favorite Mini Bloom products you love to use for yourself?
One of our team members, Kimberley, absolutely loves and raves about the ease of the sunscreen stick for her kiddos!
Quickfire Q&A
What’s your favorite self-care ritual after a busy day?
AG: Running on the West Side Highway! I haven’t always been a runner, but once I got into it, I was hooked. More than anything, I love how it helps me clear my head and resets me at the end of the day.
SA: Pouring myself a cup of hot water with Moon Juice Magnesium and doing my red light mask in bed.
What song do you currently have on repeat?
AG: Close to You by Gracie Abrams
SA: Birds of a Feather by Billie Eillish
One item you can’t live without?
AG: My Emi-Jay claw clip - you’ll rarely catch me with my hair down!
SA: My Stanley cup - I finally gave in and understand the hype!
Favorite way to relax?
AG: Shower + a funny, mindless show (currently watching Veep)
SA: Session in my Higherdose sauna blanket
