The story of Daj Daj begins in 2008, with the birth of my little girl, Zara. Just like any mother, I wanted the best for my child, but was also confused by the amount of information I received regarding sleep, nursing, diapering… After Zara and I came home from the hospital, I noticed that the quantity of our household trash had doubled: every day I threw out one extra bag of garbage, filled solely with used diapers.
As a family we’ve always tried to keep the amount of garbage we create low, composting and recycling whenever possible, so I was quite unhappy with this new development. I also realized that every few days we would go out and buy diapers, only to throw them away 2 or 3 hours after Zara put them on. The idea of throwing money into the trash simply didn’t make sense to me.
In search of a solution, I turned to the Internet and discovered fitted diapers: cloth diapers that looked liked disposables but were washable and low-maintenance. Unfortunately, no one in Serbia was making such diapers, and ordering them from abroad was complicated. Our little one’s bottom, however, got lucky and was saved by a package of soft, colorful TotsBots bamboo diapers that a relative sent us all the way from the U.K.. To me, washing diapers was as normal and easy as doing my own laundry, and I was grateful that diaper trash was no longer an issue. But, six months later, Zara had outgrown her TotsBots, and we needed new diapers.
This time, the search lasted two months, and included friends throughout the Balkans and the rest of Europe. In the end, we bought a set of diapers in neighboring Croatia and drove them home. It was then that my husband had an epiphany: why not start manufacturing cloth diapers in Serbia, allowing other parents in our country to benefit from this wonderful invention?
As a graphic designer on maternity leave, I hadn’t a clue about working in textiles, but I liked the idea of doing something for children, especially when it involved a type of product I was more than happy with. I knew I couldn’t do it alone, however, so I invited my best friend and maid of honor Violeta to join. And so, with very little know-how but lots of enthusiasm, the two of us dove in and eventually brought bamboo terry diapers to Serbia. Along the way, we had support from family and friends, and from new people who unexpectedly entered our lives and generously helped us bring our idea to fruition. As children grew, we tweaked our models, using the comments and criticism we received to make Daj Daj diapers even better, and design new products.
From the outset, we knew we wanted to offer top-quality products at affordable prices. It took us a year to find the right materials, buy sewing machines and hire seamstresses. As it turned out, most women who knew how to operate industrial sewing machines were over 50 years old and had lost their jobs when Serbia’s textile industry crashed. We were thrilled by their experience and practical knowledge, because it was precisely what we lacked and – combined with our ideas – it led to great results.
Today, we can honestly say that our seamstresses made us, and their work and opinions continue to be a driving force in the development of the Daj Daj brand. The atmosphere in our workshop is always upbeat as we want everyone involved with Daj Daj diapers to enjoy themselves: from the hardworking women who sew them and the two of us managing the business, to our dear customers, who are also our best advertisers.
Our vision to offer sustainable, easy-to-use and healthy baby products has been leading us since 2011. In 2012, Daj Daj Diapers became Serbia’s only textile product to bear the country’s eco-friendly label Eko Znak. Today, four years later, Daj Daj is proud to have expanded its offer to include many new baby products, as well as products for mom’s and women in general. We now offer over 30 products that have been designed with love and the goal of making the world a nicer, healthier and cleaner place to live.
We hope you’ll enjoy our products as much as we enjoyed making them for you.
Sonja and Violeta
P.S. For the curious: daj daj (Serbian for ‘gimme gimme’ or ‘give give’) were Zara’s first words. We chose them for our brand name because we truly believe that if babies could, they’d chose our wonderfully soft diapers every time!