We caught up with the brilliant and insightful Jade P.Sutherland a few weeks ago and have shared our conversation below.

Jade , thanks for taking the time to share your stories with us today Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

Krunchy Kulture is about representation and affordability, run by myself and my husband. I’m the mother of four, three of which I’ve cloth diapered. When I cloth diapered my first child nine years ago there were very few options for modern cloth diapers. With limited options, there certainly weren’t any brands using Black and brown babies in their advertisements and absolutely none were representing us in their designs. While cloth diapering my third child I decided I wanted to offer comfortable diapers with Black representation—at the same affordable price the big cloth brands offered. Here we are two years later explicitly representing Black and brown families in our designs and advertisements.

Jade , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I got started in the cloth diaper industry because my third child was extremely chubby, so finding comfortable cloth diapers at an affordable price that also represented my family was difficult. Our cloth pocket diapers come with a rolled elastic that is comfortable for babies of every size. Our diapers come in prints that represent Black children, because I feel it’s important they see themselves in the things they wear. We have now become a one stop shop for cloth diapering necessities. We offer handmade diapers (flats, preflats, contours), pocket diapers, covers, fitteds, inserts, diaper pods, pail liners, and pretty much anything else you’d need to get started on your cloth diapering journey.

How did you put together the initial capital you needed to start your business?

When we first started out we ran a preorder at a discounted rate. I was already a member of many cloth diaper groups and many members were very supportive after seeing the diaper prints we were making. Cloth diapers are very niche and ours are very specific within that niche, so I was very surprised how quickly our preorder completely sold out. Every customer who put their trust in that first order is the reason we were able to launch so successfully.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

Krunchy Kulture products are sold on our website www.krunchykulture.com

Selling directly from our site keeps things simple, we only have to monitor inventory via the one platform. Selling from our .com also helps keep costs down, as a small business it’s not really appealing for us to pay a percentage of our profits to major companies like Amazon.
The downside here is that many shoppers prefer the familiarity of the sites they use on a day to day basis, so brands who do sell on those major platforms certainly have a slight advantage.

Contact Info:

• Website: www.krunchykulture.com
• Instagram: https://instagram.com/krunchy.kulture?igshid=NTdlMDg3MTY=
• Facebook: https://www.facebook.com/KrunchyKulture?mibextid=LQQJ4d
• Other: TikTok @krunchy.Kulture