When Serena Williams shares a snap of her latest baby accessory, there’s one thing that’s certain, it’s set to gain cult status, almost immediately.
The American tennis star, who gave birth two weeks ago, set social media on fire after she posted a photo to Instagram recently showing her daughter’s new rose gold crib.
As a result, the $900 wrought iron bed has become the baby accessory du jour, with the Australian company, who produce the glam cots, saying they’ve been swamped with demand.
Founder Kirsty Withers told FEMAIL their website, Incy Interiors, had been flooded with enquiries following Ms Williams’ post.
Serena Williams shared a snap to social media of her daughter’s new luxe rose gold crib
The gorgeous bed by Australian furnishings company Incy Interiors has become the baby accessory du jour
The tennis star gave birth two weeks ago to a daughter, Alexis Olympia Ohanian Jr
‘We can’t believe the response to the Ellie Cot following Serena William’s viral video and social media post,’ she told Daily Mail Australia.
‘It’s one of our most popular designs and the coverage has resulted in incredible customer enquiry and demand.
‘We’ve had to put on another Customer Service Manager to respond to enquiry and orders. It’s been incredible.’
Demand for the $900 wrought-iron rose gold bed has been incredible, according Incy Interiors founder Kirsty Withers
The extremely cute Ellie cot has become a viral sensation after Ms Williams’ post
The cot had been a gift to Ms Williams’ and her fiancé, Reddit co-founder Alexis Ohanian from Ms Withers, after they’d been put in touch via their US publicity team.
‘We’ve known about it for a little while but we’ve been under embargo. We’ve been told not to talk about it, because there was supposed to be a magazine shoot happening,’ Ms Withers told news.com.au.
‘But as soon as she posted that video, the phone has been running hot. We’ve been tagged on Instagram all day. It’s been amazing, so cool.’
Incy Interiors has one store in Sydney but is stocked in 11 countries around the world, as well as online.
Ms Withers founded the high-end children’s furnishings company in 2010
The children’s homewares empire was founded by Ms Withers in 2010, and has since gone onto become a globally recognised company with an annual turnover of $7 million.
Speaking previously to FEMAIL, the 37-year-old entrepreneur, from Orange, NSW, revealed her business idea was the result of spotting a gap in the market for beautifully designed children’s furniture.
According to Ms Withers, she was working for eBay Australia around the time she started dreaming of a bed for her son.
‘I’d been travelling between the US, Europe and Sydney a lot for my job, where I saw lots of what I was looking for,’ she said.
‘But after looking into the cost of shipping, or getting my own version handmade here in Australia, I balked at the price.’
When she went on holiday with her husband and was still ‘harping on about the bed’, Ms Withers said he asked her: ‘Why don’t you just do it yourself?’.
And so she did. After spending ‘four months trawling the Internet to find manufacturers’ she was happy with, Ms Withers produced her first bed in 2011, upon which point she approached ‘parenting blogs and sites’ to feature Incy.
37-year-old Kirsty Withers from Orange, NSW, revealed her business idea was the result of spotting a gap in the market for beautifully designed children’s furniture.
‘I negotiated a 12-month contract with them for advertising,’ she said. ‘Marketing was my background in eBay so I knew this would be useful.’
‘It was a risk, but the timing was right,’ she said.
‘I started the business with $80,000 in savings, and sold my eBay shares to help me along the way.’
Although Ms Withers is unable to say exactly how many order have been placed since Ms Williams’ post went live, it would seem there’s no shortage of interest in the $900 baby bed.
It would seem there’s clearly a demand for luxe accessories, as this Cybex Priam with gold wings, launched last year, proved.
Poshest of pushchairs: Nicky Hilton (pictured) is the proud owner of the new Cybex Priam pushchair, with details including gold wings crafted by Moschino designer, Jeremy Scott
The high tech top-of-the-range pram was crafted by Moschino head fashion designer, Jeremy Scott.
While the price might leave a few gasping – it retails at $2,799 AUD – those who chose to own the poshest of pushchairs are in good company, with a host of celebrities including Nicky Hilton and Lara Worthington shown stepping out in style.
According to the Cybex Priam website: ‘The Priam stroller is the jewel in the crown of the Cybex Platinum range.
‘The Priam from the Jeremy Scott collection is smart black with a unique gold frame, trekking wheels with shiny gold spokes and, of course, the signature gold wings on the Carry Cot and Lux Seat.’