The Looloo Story

Looloo stand at the Auckland Baby Show

Hi, I'm Laura, I'm a parenting coach, author, teacher and Mum to 3 busy kids. I love people, I love talking and my dream is to live a life of significance.

I vividly remember the moment I decided to become a teacher. I was 12 years old. When I was 18 in my final year of high school, I had girls who told me that I was too intelligent to become a teacher and I should choose something else to study. What I now know is that teaching is one of the highest level thinking skills. To me becoming a teacher was all about encouraging others to unlock their gifts and create the life they were born for.

I have always had an interest in how kids tick and in particular how to motivate them. From a young age, I was teaching other children whether it was through setting up a skating club for the neighbourhood kids in our cul-de-sac or doing peer support for a special needs boy at school.

When I went into teaching full time with a class of 30 kids (at the age of 21), I found it so all consuming and draining. But I learned so much. I loved it when I got a kid in my class who was so out of control and by the end he/she was learning and thriving.

If I thought teaching a class was full on. The 24/7 of being a Mum was another level. When I had my own son, I hated staying home all day and we would go out each morning to playgroup, coffee group and mainly music.

Increasingly other Mums started asking me for advice with their child's behaviour. I remember making a comment to one of my friends "Do I have a neon sign above my head that I am not aware of saying...parenting advice here". But my heart was to see parents enjoying their children because they felt confident with what they were doing.

Family Photo

Toilet training my first child was a lot more challenging than what I expected. It was messy, it felt so long and it was very stressful.

I realise that toilet training took way longer not because of my child, but because I didn't have the skills to know what to do. Then I worked out some brilliant strategies that transformed the way I approached the whole thing. I felt so much more in control because I had a plan where I didn't have to yell and beg my child to stop pooing in his pants.

It that was so effective with helping my kids that I started helping my coffee group friends and others to get their kids to toilet train without the mess and stress. 

One day parents centre approached me to run a toilet training seminar. I was shocked when 40 parents turned up. To do this day, 9 years later I still love teaching workshops. I love seeing the faces of parents who walk out of the workshop with a smile and new found confidence.


It was in 2016 that I decided to take the risk and create Looloo. Nothing great has ever been created without a bit of risk, and I have definitely had to put my 'big girl pants' on and make some decisions to grow my biz. 

Lately I have started designing my own products to meet the incredible need we have out there. In the business of life we need dependable products that actually work. The number of times I have gone down to the local baby store to buy stuff, got it home and found that actually it doesn't really do the job. 

Here's me with my first samples of Wee Pants which I designed in 2017.

Weepants toilet training pants

Looking back I wished I had tried using cloth nappies instead of disposables all the time. I know if would have been a bit of extra washing but if I had just tried it once a day, it would have made a difference. I now know that kids in NZ and Australia are in disposable nappies way longer than they need to be. That sometimes it is our lack of really great strategies and having confidence as parents that can actually hold our kids back. I want to be a part of the solution.

Now I get to have impact on a wider scale by helping parents in online as well as in person. Every time you buy something at Looloo, I personally pack it and send it out to you, and any money that I make benefits my 3 kids. I wake up every morning and love opening emails from happy clients and customers. I find it a privilege to spend my days doing something that I love.

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