press release * press release * press release

New Arrival luxury for
Mum and Bub
Catherine 3 weeks pre-Jacob
Lush Spa Collection

The Quiet Achiever

Australia's first, and one of the world's ONLY upmarket concepts for all things baby, is the talk of the town in several countries offering huge retail appeal and sales to match. Founded by Melbourne's Catherine Arfi in late 1993, baby WORKSHOP was handpicked to participate as the ONLY infant skincare range at the recent prêt-a-porter fashion event in Paris. Not surprisingly, enquiries came in thick and fast from the likes of Galeries Lafayette and Henri Bendel. Export markets already include Singapore, Hong Kong, Korea, New Zealand, Belgium, Holland, Norway, Finland, Indonesia, USA and UAE, with most of Europe no doubt soon set to follow.

Back home, baby WORKSHOP's skincare range Aromababy, enjoys unprecedented success as a result of acceptance through select hospitals, as the FIRST natural based products to be consistently used, sold and promoted through various health facilities including Victoria's exclusive maternity hospital, Francis Perry House.

Remarkably, Catherine has never been one to exploit her obvious success in the hospital arena, opting instead, to quietly progress her work in the area of researching the effects of chemical ingredients on neonatal skin.

Catherine studied for a Diploma in Aromatherapy during her second pregnancy 3 years ago, having been involved with the product development of body products and accessories for major Australian fashion retail chains including Sportsgirl, Fiorucci & Portmans. A former part-time model & beauty editor, this quiet achiever is currently the face of the Australian Breastfeeding Association's 'Breastfeeding, Close to my Hart' campaign. She is currently studying for an Infant Massage Instructor certificate. Catherine names her 2 sons Beau 8 and Jacob 2 (currently the face of Aromababy world-wide) as the inspiration for the development of her Brand, with both boys never far from the office - the younger of the 2 making his first trip in with Mum at only 6 days old. Both children enjoy regular use of Mum’s in-house massage facility situated in their home set on a tranquil 2½ acres in semi-rural Melbourne, where the family grow their own vegies and are avid composters and recyclers.

Despite Catherine's busy schedule, she still manages to donate her time to various organizations including several Maternal & Child Health Centres, groups supporting women and children with cancer and many more. Her obvious passion and love for supporting both children and women through pregnancy and beyond began many years ago with Copelen Child & Family Services (originally an orphanage) one of her first ports of call when she commenced the business. These days Catherine is still a regular attendee at various professional midwifery and childbirth seminars. She is an avid supporter of Australian’s Breastfeeding Association (formerly Nursing Mothers), having breastfed her newest son Jacob for 23 months whilst working full time including having to stop and resume after travelling to Korea for business during this time. Aromababy has been a sponsor of the ABA for the past 5 years.

Whilst Catherine's unique infant skincare has been the source of many copy-cats over the past few years, most have already failed in this extremely competitive market. Catherine's flourishing enterprise, on the other hand, features in a constant stream of publications including (importantly) the ANZ Bank's business magazine. She is often called upon as a spokesperson for a number of organisations and waves proudly the Austrade flag. Catherine travelled to Hong Kong late 2002 for the official local launch of baby WORKSHOP and Aromababy natural skincare there, where she spent time with various health professionals, press and new Mums’ groups. Her products were again on show in Hong Kong and Malaysia recently through Austrade events.

Aromababy celebrity recipients to date include Sly Stallone, model Jo Bailey, fashion designer Alannah Hill, multi-award winner Lisa McCune and an extremely well-heeled New York based photographer to the stars who made her purchase online! Famous sister, Antonia Kidman, was overheard at a recent expo saying "I love these products!"”