Inside the US-Made Textile Brand, Swaddelini

Swaddelini founder Liz Hilton details the evolution of her baby-swaddle business, emphasizing the transition from a 3D knit programmer to a vertically integrated manufacturer. By leveraging additive manufacturing, Hilton produces swaddles in the United States, maintaining full control over quality and production. The conversation highlights the critical role of viral social media content in scaling the brand, alongside the challenges of managing paid advertising and traditional PR. Hilton shares her experience producing the documentary *Holding Mother*, which aims to shift the cultural focus from baby-centric care to supporting maternal recovery. Her journey underscores the necessity of building sustainable systems, such as in-house influencer outreach and data-driven attribution models, to overcome the volatility of e-commerce growth and the pitfalls of relying on external agencies.