By May 2017, Emil and Giacomo were ready to launch.
There was just one problem.
While imitation might be the highest form of flattery, it's bad for business and unacceptable when it comes to the safety of a child.
Research has found that 58% of parents
worry about product authenticity when they’re shopping for baby care products. And 72% would stop buying from a brand if they read that there were counterfeits on the market that could be potentially harmful to their little ones.
After all their hard work, this was something Emil and Giacomo could not risk.