About Us
Long before Swaddle Bar was born, founder Kendra Lyas was a little girl spending slow, summer days at her grandparents' countryside haven making mud pies, playing 1, 2, 3 Red Light, and being surrounded by the beauty of nature. Her heart was captured by the art of sewing as she watched her grandmother maneuver an old Singer sewing machine, transforming fabric into beautiful garments. Gifted with a box of vintage fabrics, Kendra began her own sewing adventures, unaware that these early experiences would blossom into a thriving philanthropic enterprise.
Fast forward to 2012. After 12 years in the pharmaceutical sales industry, Kendra decided to take a break to focus on her young daughter and new baby boy. During their nap times, she would bring out her trusty sewing machine to create baby products, which eventually led to the launch of her first children's brand. After selling this brand, a decade later, Kendra’s desire to give back to the community gave birth to Swaddle Bar.
“Swaddle Bar is more than a children's brand. It is a women-led movement of philanthropy. Our team is united by the shared experience of motherhood and the desire to design products for the greater good.”
-Kendra
Meet Our Team of Creatives
Kendra | Founder & CEO
Kendra has always had love for fabrics, family, and philanthropy. She is truly grateful for the opportunity to lead this growing community! When not working, Kendra loves hanging out with her husband, Reggie, kids, and labradoodle, Buddy. Fun facts: she holds a first degree black belt in karate and she’s a preacher’s kid who grew up playing the piano and singing in church.
Dima | Sales and Show Manager
A naturally vibrant personality with a heart for service, Dima is always the life of the party! In addition to managing sales and directing shows for Swaddle Bar, Dima is currently the Senior Lead and VP of Partner Relations at Advancing Sight Network. Before her time with ASN, she worked as a pharmaceutical sales representative and training manager in Florida for 10 years! Fun facts: Dima is a former zumba and fitness instructor, and she loves fashion and fitness!
Blakely | Philanthropy Liaison
Blakely is married to her high school sweetheart, Matt. They have two kids—Eli and Ezra Bea. Her favorite job in the world is being their mama! She also works for a local non-profit in Birmingham. Fun facts: Mwana Villages is close to Blakely’s heart as she is a Mwana adoptive mom! Blakely is also a former teacher, and she taught Kendra’s daughter many years ago when she was in fourth grade!
Wellon | Executive Director, Mwana Villages
Wellon serves as the U.S. Director for Mwana Villages and part of the global leadership team. Having walked through an unethical adoption experience only to find that a vulnerable family had been exploited, Wellon and Stephen’s eyes were opened to the challenges of the orphan crisis. Their love and admiration for Mwana was centered on how the organization cares passionately for vulnerable women and works to keep families together. Together, they co-founded Mwana Villages, U.S. to expand the work of the ministry. Wellon has a background in education, service leadership and volunteer programs. Fun facts: She a professional artist! She paints large scale landscapes and is represented in galleries across the country. Also, she is a hermit at heart! While she loves sharing with people all about Mwana, she’s happiest tucked inside her home overlooking the river and surrounded by trees.
Natalie | Director of Logistics
Natalie is an absolute queen of detail! Her natural joie de vivre and love for people fit perfectly with the Swaddle Bar brand. In addition to her comedic flair, Natalie's 15+ years of experience in program development, project management, business analytics, quality assurance, and process improvement across multiple industries make her an operational powerhouse. (Go Blazers!) Fun facts: Natalie attends every live music event she can! She is also a gifted singer and children's songwriter.
Jennifer | Creative Consultant
Jennifer’s creative spirit has shined through from the time she was a little girl. A professional photographer of 18 years and a talented artist, Jennifer most recently founded the Moxy + Mae brand and is the author of an upcoming children’s book: How Mae Got Moxie. Our team sees many collabs in our future with Jennifer. Fun facts: she loves traveling, and she even sang karaoke on a giant stage in Austria!
Afsaneh | Marketing Consultant
Afsaneh is a marketing expert with 35 years of combined experience in the management, sales, and marketing worlds. She brings a wealth of knowledge, talent, and fun to the Swaddle Bar team. She is the middle child of seven siblings, the loving mom of two daughters, and the proud grandma of one new grandbaby. Fun facts: She landed in the South after high school instead of attending a Fashion Institute in London. She comes from a long line of artists and one of her ancestors was once a king in Iran!
Emily | Samford Intern
Emily is a senior at Samford University majoring in Psychology. A native of Nashville, Tennessee, Emily hopes to pursue a career in school counseling. Fun facts: Emily loves music, and she spent this past summer in the mountains of Colorado working at a summer camp!
Buddy | Chief Cuddle Officer
Buddy is an 8-year-old, 60-pound Australian labradoodle who brings joy to everyone at the office! His strengths include giving doodle hugs, snoozing throughout the day, and being everyone’s best friend. Fun facts: Kendra adopted Buddy when he was 8 weeks old, and he is a native of Kenosha, Wisconsin!