Reviewed by: Pat Byington
Why Oprah Daily loves this Birmingham-based Black-owned children’s brand
Reading time: 3 minutes
Birmingham native and entrepreneur Kendra Lyas is getting well-earned attention with her newest venture, Swaddle Bar. In fact, the popular local children’s brand has caught the eye of famed talk show host and “Queen of All Media” Oprah Winfrey.
We spoke with Kendra to learn why Swaddle Bar caught Oprah’s attention and what’s next for the brand.
About Swaddle Bar
Based in the Magic City, Swaddle Bar is a Black-owned, women-led children’s brand that specializes in comfortable swaddles, robes, ponchos and more. The brand was founded by Kendra Lyas, an Alabama A&M University alumna and former Miss AAMU who began sewing her own baby products during her children’s nap time.
“Swaddle Bar is more than a children’s brand. It is a women-led movement of philanthropy. Our team is united by the shared experience of motherhood and the desire to design products for the greater good.”
Kendra Lyas, Founder and CEO, Swaddle Bar on Swaddle Bar’s website
The Swaddle Bar brand consists of infant products like bibs, burp cloths, swaddles, bath robes, blankets and more, hand-crafted with 100% OEKO-TEX certified cotton and made to last. What’s more, profits from Swaddle Bar sales benefit Mwana Villages, a licensed, private ministry that provides care and resources to vulnerable children and families in Pointe Noire, Republic of Congo.
Catching the eye of Oprah
Last year, the Swaddle Bar team caught the attention of the Queen of All Media during an exhibition at AmericasMart in Atlanta.
“Oprah has scouts who go to these kind of markets to find the latest and greatest brands. At our booth, we got a visit from two people who I would later find out were the Marketing and Creative Directors for Oprah Daily.
They asked a lot of questions about our products, then asked me, ‘Would you mind if we considered you for Oprah’s Favorite Things?'”
Kendra Lyas, Founder and CEO, Swaddle Bar
Although Swaddle Bar didn’t end up on the 2024 edition of Oprah’s Favorite Things, the brand—and its mission—is being considered for future articles in Oprah Magazine.
“For us, this recognition affirmed our leap into entrepreneurship—but more than anything, it brought attention to what we are trying to support by donating to the children at Mwana Villages.”
Kendra Lyas, Founder and CEO, Swaddle Bar
Learn more about Swaddle Bar and its mission on the Swaddle Bar website.
Excited to see a local brand recognized by Oprah? Tag us @bhamnow to let us know!
