WHEN Conor Jaafari started selling blankets out of his mum’s conservatory, he never could have imagined A-list babies would be sporting his brand’s clothes in a matter of years.
The 31-year-old set up Cozy Crew Club back in 2020 and it has quickly become a celebrity favourite, with one of its most loyal customers being the UK’s biggest baby-influencer, Bambi Fury.
The babywear brand was initially a blanket business that Conor grew into a bear-themed clothing brand.
Among the items are rompers, knitted sets, coats, sleepsuits, slippers, woolly hats and more.
When Cozy Crew Club started from Conor’s family home in Manchester three years ago, it was just selling one blanket in blue and pink.
The entrepreneur invested £5k of personal savings to purchase the first order of blankets.
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He stored all of the stock in his mum’s conservatory and was sending out an average of one to two orders a week.
At the time, he was working a part-time job in marketing after finishing his masters degree. But then the Covid-19 pandemic hit.
Conor used the lockdown as an opportunity to “pour all of his effort and attention” into Cozy Crew Club.
The brand was particularly important to him as a member of the LGBT community, as he grew up wondering if he’ll “ever be able to have children”, so decided to make Cozy Crew Club his “baby”.
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A major breakthrough came half way through the first lockdown when Conor messaged home-fluencer Mrs Hinch “on a whim” to see if she’d like to receive a blanket for free.
The mum-of-two, whose real name is Sophie Hinchliffe, shared the blanket on her Instagram story and the rest, as they say, was history.
“We automatically had a huge growth spurt,” Conor says. “Within 24 hours of one share, we grew by 10k followers.
“It was honestly crazy.”
Conor was offered a job in 2021 but after nine months of business growth during lockdown, he decided to run his business full-time.
He introduced six new baby grows to sell alongside the blankets and was able to employ someone to help create new designs.
Fast forward to now, Cozy Crew Club has over 100 items on its website and is a firm favourite amongst celebrity babies.
One of Conor’s most loyal customers is Bambi Fury, the daughter of influencer Molly-Mae Hague and boxer Tommy Fury.
The tot can often be spotted in waffle knit sets, onesies and tracksuits from Cozy Crew Club.
“We’ve had so much exposure from Molly-Mae,” Conor says. “One thing we really pride ourselves on is the quality of our products, and I think that’s why influencers share them.
“I’ve never paid for any collaborations because I truly believe our products, branding and message we have for mums is so strong.
“Celebrities believe in the products and are sometimes kind enough to share them.”
Other celebrity customers include Made In Chelsea’s Tiffany Watson, ITVBe star and mum-of-three Billie Shepherd, and Hollywood’s Lindsay Lohan.
Cozy Crew Club now a team and is working out of an office and warehouse, but Conor says the brand is “still at the start of its journey”.
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“We’re very bear-themed and it’s because I loved teddy bears as a kid,” he says. “Teddy bears have stuck with me ever since.
“Seeing babies in our clothes is a really rewarding feeling.”
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