Meet the founders

Ali has been designing and innovating merino clothing for babies since 2000. Based in New Zealand, she pairs decades of textile expertise with a deep commitment to infant comfort.

Before designing babywear, Ali practiced as a registered nurse with a special interest in wound care. Her clinical background centered on managing moisture to protect delicate skin barriers, a perspective that directly shapes how she designs infant clothing.

Years ago, when inspecting a factory manufacturing bamboo baby clothing, Ali saw the harsh chemical solvent baths required to turn bamboo pulp into rayon viscose and immediately rejected the material. She has spent over twenty years perfecting fine Australian merino layers that breathe naturally without trapping wet dampness.

Bella has been working alongside Ali since she was 17, starting out in and around production while she studied for her Bachelor of Science. The day she finished her degree, she joined full time.

Bella has a great creative eye. While working full time, she studied photography and design at night and earned a Diploma in Design. Over four years she partnered with Ali across both design and production, learning how a garment comes together from first sketch to finished piece.

When Forever Little began, Bella came on board as Creative Director. Creative and detailed in equal measure, she shapes how Forever Little looks and feels.