The post-pandemic boom of mum-preneurs is a thing. Among which, Elise Mawson - the brains behind PramFox - has been killing it in the Singapore baby gear game since 2020...
The shopping scene in Singapore is unparalleled. Looking to drop a few thousand dollars on a one-of-a-kind clutch? Easy. Want to peruse the latest runway releases that cost more than your life’s savings? Done. But, back in early 2020, if you were trying to find top-notch baby gear in Singapore, you’d find yourself scrambling. Baby shopping at the height of the pandemic was a nightmare. Everyone was pregnant, and everyone was scrambling to the stores committed to emptying the shelves. But, the sudden layoff of sales staff meant there wasn’t the much-needed assistance and support to help mums-to-be pick the perfect item. Luckily, that all changed in November 2020, when Australian engineer and mum of three, Elise Mawson, launched her Singapore-based baby boutique, PramFox. The brand, which bills itself as a premium baby gear boutique, focuses on providing customers with an elevated yet personal shopping experience. And it’s changed the baby shopping-sphere of Singapore…
PramFox hunts down your perfect stroller
The name really says it all. Like a cunning fox, PramFox sniffs out and hunts down the perfect stroller for you. For more than five years, PramFox has been working with some of the best international brands to bring them to Asia. Step foot into PramFox and you’ll be wowed by the awesome range of exclusive baby products from around the world. From UPPAbaby strollers (which celebrities like Mark Zuckerberg and Reese Witherspoon swear by), to Charlie Crane, Elhee, Britax’s Swedish car seats, Axkid, Maxi Cosi, Nuna and BeSafe – PramFox has got them all.
And the reason why PramFox stocks only the very best in baby gear? They believe that buying the right gear the first time is crucial – buy right or buy twice is their motto. And with Elise Mawson at the helm – an engineer, US-certified car seat technician instructor, stroller guru and accredited member of the Australian Babywearing Association – it’s safe to say that you won’t be buying the wrong items here.
PramFox is by appointment only
PramFox always puts you on top. It also puts you through a few tasks before you can gain access to some of the best stuff out there in the stroller sphere. And it’s totally worth it. First, you’ll need to make an appointment and meet the criteria. Then, you’ll have to complete a homework module. Don’t even think about waltzing into the boutique if you haven’t completed it. All appointments are heavily screened, and all appointments are one-on-one. Sounds intimidating? It’s not. In reality, there’s a whole reason behind it, and it’s for your own benefit. Elise says: “You need to trust the process. I’m a process engineer by trade, and I’ve built a process for PramFox that allows you to choose the right baby gear without feeling confused and overwhelmed”. Plus, a private shopping experience during Covid times? We’re here for it.
Elise is super frank, advising what you really don’t need to buy.
This is, hands down, the easiest way to get the right baby gear without being stressed, overwhelmed, or doing 100 hours of YouTube research. You’ll chat with Elise, online, prior to your appointment so she can get an idea of your needs and your lifestyle. Then she’ll send a few short videos over to you that specifically address your needs and any burning questions you may have. The information is (a) incredibly helpful and will cut through all the noise to make your decision super easy, and (b) all in digestible little snippets, so it will be a lot easier to take in over a few days rather than hearing it all for the first time at your appointment.
When you come down the boutique, you’ll have the whole space to yourself, and only products that are relevant to your needs and your lifestyle will be on display. It’s not going to feel overwhelming. You can sit down, have a (decaf) Nespresso or San Pellegrino and take your time choosing what’s right for you, with Elise on hand for any questions you may have.
PramFox offers an end-to-end white-glove service
PramFox’s pre-sales service is spectacular (want to buy your stroller when you’re 5 months pregnant but don’t want it taking up space in your house? PramFox offers free and unlimited storage for your orders). But its after-sales support is even better. PramFox services and cleans your stroller for free in the first year. It is an authorised service centre for nearly every brand it sells, which means it can handle any of your warranty or repair issues without fobbing you off to someone else. PramFox has even got a whole team of capable (and certified) engineers to install your car seat for free. You’ll also have free lifetime access to its drive-thru car seat check-up clinic, which is great for adjusting the seat as your child grows. All of its baby carriers also include free fitting support, so you’ll be confident you’re using it safely and comfortably at every stage of your baby’s growth.
The secrets to running a successful business and running after three kids
How anyone with three kids has time to do anything else beats me. But, Elise has somehow managed to create a successful micro-business while also juggling the demands of motherhood (times three!). She’s proven that to nurture a business and three humans simultaneously is all within the realms of possibility. Perhaps it’s her fox-like efficiency. Perhaps it’s also her husband who has been taking on more primary caregiving responsibilities than he used to. Whatever it is, no matter how busy Elise is, she still carves out time to spend with her boys every day. From morning drop-offs and afternoon pick-ups to playground and pool dates, she makes sure the kids are her top priority. In the evening, once the kids go to bed, Elise heads back to the office for some more nighttime consults, to get some computer work done, or even just to go for a stroll with her husband or friends.
UPPAbaby makes some of the best strollers in the world
To say UPPAbaby strollers are perfect would be an understatement. The products are supreme. They’re beautiful and well made. For just a family-owned business from Boston, UPPAbaby is taking the world by storm. Celebrities all over the world are using it. Since it launched the V2 range last year, UPPAbaby is said to be making the best-finished strollers on the market globally. The top quality of its materials, fabric and leather, coupled with strong and robust metal central joints, mean that UPPAbaby strollers don’t get sloppy over time. Have I also mentioned how beautiful they are?
That’s not all. UPPAbaby has worked hard to incorporate the features and effortlessness from its full-sized strollers into the Minu. And they’ve done an incredible job. For such a cabin-sized stroller, Minu is incredibly solid and strong. It has a big basket and an easy-fold function that doesn’t require you to bend down. You can even fold it up with the car seat adapters attached!
Love what PramFox is all about? Reach out to Elise to book your very own baby gear buying experience!