Made by myself

Evgenia Lazareva, creator of the Mamanonstop clothing brand

In her youth, Evgenia Lazareva worked at the School of Business for Youth under the Moscow government and already then decided that she would definitely build her own business, but never thought that she would start creating clothes. Two years ago, a son was born at Lazareva, and she began to sew clothes for him and for herself in a Moscow studio. Gradually, hobby became a business, less than a year after the founding of the Mamanonstop project, its turnover amounted to 350 thousand rubles a month.



Clothing Brand Creator





Manufacture of clothing for children and their parents



July 2011



About 100 thousand rubles





Novodmitrovskoe highway, 36


Once my son Fedya and I walked in the park, and I thought that I wanted the same stylish coat. But nothing was found in the stores, and then I sewed clothes from a seamstress in the workshop, where my friend orders bags for sale. Friends and strangers asked every day where to buy the same coat, and asked to make the same clothes for them and their children. When I, as in a Hollywood movie, returned from the sandbox with orders for 10 thousand rubles, I realized that it was time to put things on stream. And in the summer I launched a site that my close friends did for me.


Striped knit hats became a real hit. For 600 rubles, you can buy one, for 1,000 rubles - two, large and small. In the first month, we noted the five hundredth hat sold, another month later - the thousandth. You can also buy dresses, coats, bathrobes, panties for children and their parents from us, almost the entire wardrobe.

Knitted hats are very convenient, I understood from my own experience, and these are clothes for all seasons: in summer, a hat, in winter you can wear them under a woolen hat so that it does not bite. Therefore, their parents praised them so highly. We use cheerful bright colors, the family looks like one team.

The lineup is not very large, we order every item in three or four copies of all sizes for children from 0 to 12 years old, and for adults in ten copies - from L to XXL. If we see a good demand, we make a batch. I quickly found out what sizes our customers have the most popular: parents buy clothes more quickly, so it was convenient to walk with the kids. But nothing is impossible, you can order a T-shirt of size S - we will sew it.

The average bill is 3.5 thousand rubles - these are two things: for the child and one of the parents.


Most often I use Slovak knitwear at 300 rubles per kilogram. 25-30 kg per roll, about 2.5 meters per kilogram. To place production abroad, in China, for example, it makes sense only when it is mass. And for us, the whole model range is sewn by one Moscow studio. The cost of a thing, taking into account the material, the work of a seamstress, rent of an office and a store, is 60% of its final price. The project is not yet a year old, but already profitable. Revenue per month is 350 thousand rubles.


I have a very active community on social networks, my friends advertise and bring customers to me - this is how I formed a pool of regular customers, and now it turns out that 20% of customers make 80% of the turnover. These are fairly wealthy young families, often creative professions, intellectuals and party people. Of the 24 visits to our site, one brings an order. I also have agents in Ivanovo, Ulyanovsk, Krasnodar and Izhevsk - they work with catalogs. Plus free delivery to anywhere in Russia when ordering from three thousand rubles. Now orders from Moscow and Russia are approximately equal.

The first few months I built every tenth thing through social networks. And still I post on Instagram photos of new models, often photograph my son Fedya in new things or my friends with their children - we get nice advertising posters that differ on the same Facebook.


It turned out that I created a whole trend. Now two companies are already sewing such kits, in St. Petersburg and Moscow, and these are only those I know about. I’m not upset, because, firstly, competition is always useful, and secondly, it means that I feel the consumer’s request well. Now we come up with more complex collections. The latter is devoted to children's books, from the prints on the pajamas of parents and children you can collect the plot of a fairy tale. Now it is important for us to realize the full potential of the site and work more with the regions.


It is important that there is more to things than just a nice drawing and the quality of the material, some ideology is needed. The same clothes for parents and kids - it was my find, and I created a whole trend.

Form a community of fans of your products, with the development of social networks it is very simple. I have many friends on Twitter, on Facebook, they are very active people, they have enough of their own connections. They like what I do and they recommend my site to friends.

Be sure to participate in fairs, charity bazaars, various markets, which are now many in Moscow and St. Petersburg. It does not bring a lot of income, but then your things and your brand become more recognizable. In addition, events are usually held on weekends: there is an opportunity to stand at the counter, communicate with potential customers, someone can suggest a good idea or make an order.

If you make clothes, it’s important to come up with something special and replicate this image. Then everyone will say: “Oh yes, this is a company that makes cool hats. Look, they still have pretty coats.” Our business card is knitted striped hats.

Do not give up related products that can be purchased in bulk. For example, we offer "pillow-hugs", they are well suited for pregnant women and, as it turned out, are well sold as a corporate souvenir. We work with Couponers and offer these pillows. Each action increases the number of visits to the site several times, and some customers order something else, and then someone returns and recommends our company to friends.

photo: Ivan Afanasyev

Watch the video: KIDS FASHION FESTIVAL Mercedes-Benz Fashion Week Russia Spring 2016 by Fashion Channel (December 2019).

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