Beyond the Brand is a series of slow conversations with incredible people building things that matter. We talk about the quiet parts of the process—the shifts, the pauses, the choices that don’t always make it to Instagram. These are stories of shaping a life and a livelihood with care.
This month we’re excited to share our conversation with Paulina, founder of Organic Zoo, a conscious children's clothing company focussed on creating timeless children's clothing that is better for little ones and better for the planet.
What inspired you to start your brand?
How has your brand evolved since its launch?
What does slow business mean to you and how do you integrate it into your work?
Slow business means respecting time and making considered choices rather than reacting to pressure or trends. It’s about doing less, but doing it well. At Organic Zoo, this shows in small collections, thoughtful design, and a long-term approach to everything we create.
Are there any specific tools, rituals, or daily habits that help you stay true to your business values?
How do you ensure your business stays aligned with your values?
We stay aligned by constantly coming back to our values and questioning our decisions. Nothing is rushed. If something feels forced or doesn’t sit right, we pause or step back. Staying aligned is an ongoing process- it requires attention, honesty, and the courage to choose integrity over compromise.
How do you connect with your customers in a meaningful way?
We connect by being honest and open in how we communicate. We share our thinking and our process, and we listen carefully in return. For us, building trust matters more than selling more- it’s about creating a genuine relationship that can grow over time.
What role does community play in your approach to business?
Community gives meaning to what we do. Knowing that our pieces become part of children’s everyday moments creates a strong sense of responsibility. The trust and support of our customers guide how we work and remind us to move with care and intention.
How do you define success beyond profit?
What are some of the biggest challenges you've faced in growing a business at your own pace?
One of the biggest challenges has been staying confident in our choices while the industry pushes for speed and lower costs. For example, we choose to work only with pure fabrics, without synthetic blends, even when prices rise and easier options are available. Taking a more considered path often means saying no to opportunities that don’t align and trusting that protecting our values matters more in the long term.
If you could go back and change one thing about how you started your business, what would it be?
What exciting projects or launches can we expect from your brand soon?
We’re focusing less on constant newness and more on responding to our customers’ lifestyles and needs, spending more time on the styles that are truly loved and worn. Our wool collection is something I’m especially passionate about, and we’ll be expanding it thoughtfully next season.
Where do you see the brand in five years?
What's one small change every business could make to be more mindful and responsible?
What advice would you give to someone looking to start a conscious business?
Where do you see the future of conscious business heading, and how do you hope to contribute?
What is your connection with Rebrandr?
My connection with Rebrandr is rooted in shared values. We are a belief in thoughtful growth, clarity, and building brands with intention rather than urgency. It feels like a natural alignment and a space for meaningful conversations about conscious business.
Head over to Organic Zoo to learn more about Paulina's inspiring approach to mindful business and browse a beautifully curated collection of children's clothing designed to prioritise people and planet