Charleston Business: Made Like a Mother: How Haley Hoover Is Redefining Modern Motherhood—One Elegant Drying Rack at a Time
When Haley Hoover became a mother, she experienced a moment many parents will recognize: Why are baby products still so clunky, plastic, and uninspired? After working over a decade as a nanny, and then becoming a parent herself, Hoover noticed that many essential baby items had not evolved in more than 10 years. One item, in particular, stood out—the baby bottle drying rack.
“I thought they were so ugly and never held up,” Hoover said. “I just kept thinking, Why hasn’t anyone fixed this yet? So I did.”
That moment of frustration sparked an innovation: the Airess Drying Rack, the first product from Hoover’s woman-owned business, Winnie & Lu. More than just a drying rack, the Airess is a reimagining of what baby gear can—and should—be.
From Clunky Plastic to Golden Elegance
Unlike the common plastic racks found in most homes, the Airess Drying Rack is crafted from gold-plated stainless steel and sits on a food-grade silicone base that is dishwasher-safe, heat- and rust-resistant, and effortlessly elegant.
“It’s not something you want to hide when company comes over,” Hoover said. “It’s something you’re proud to have out.”
Designed to last long beyond the baby years, the Airess can accommodate everything from pump parts, sippy cups, and lunch containers to 10–12 wine glasses. Its versatility reflects the real-life needs of modern families and Hoover’s vision of beauty meeting functionality.
Recognition and a Sold-Out Launch
Haley Hoover’s fresh, refined approach to a staple household item quickly gained recognition. She was awarded a grant by the Drew Wynne Foundation for her innovative design and was named one of the 100 Women to KNOW in America, an award honoring women making meaningful strides in business and leadership.
In her very first week of business, her inventory completely sold out.
“I was shocked,” Hoover admitted. “But honestly, it was validating. It told me other families were feeling what I was feeling. There was a need.”
Balancing Business and Motherhood—Like a Mother
The tagline for Winnie & Lu—"Made Like a Mother: Strong, Elegant, Resilient"—is not just a brand statement. It’s a personal philosophy for Hoover, who balances entrepreneurship with the demands of raising children.
“Half the stress is just wanting to give your best at work and at home,” she said. “And it’s tough to feel like you have to pick between the two. I started Winnie & Lu so I could be there for my kids and do something for myself.”
A highlight of her journey has been collaborating with other mothers who share a passion for parenting and purpose-driven work. “Whether it’s your own child or someone else’s, we all care so deeply about these cute little love bugs,” Hoover shared.
Although her company intersects with manufacturing and production—industries often dominated by men—Hoover says the contrast has added depth to her work. “Sometimes the parenting/work balance isn’t something they fully understand,” she said. “But when people open up about their families, it’s a great reminder that we’re all doing the best we can.”
Looking Ahead
While the Airess Drying Rack is the flagship product, Hoover envisions expanding the Winnie & Lu product line to include more long-lasting, thoughtfully designed items that can grow with families and remain relevant beyond the early parenting years.
“This business isn’t just for me—it’s for my boys, too,” Hoover said. “I want them to see that Mom’s work matters. That I can build something that supports our community and gives back.”
In fact, a portion of proceeds from Winnie & Lu goes to a local organization that supports at-risk youth, underscoring Hoover’s commitment to impact beyond commerce.
Where to Find Haley Hoover and the Airess Drying Rack
Website: www.winnieandlu.com
LinkedIn: Haley Hoover
Facebook: Winnie & Lu