Liz Heyland is a professional clothing and sewn goods designer, working in Toronto under the Snug As A Bug brand since 1992. After completing a Creative Fashion diploma at George Brown college and working for companies like Sunny Choi and Patons Knitting she decided to step out on her own and created Snug As A Bug.
“I really had no idea what was involved in bringing a brand to market, but one thing lead to another and a year later I was on the Ontario Craft Show circuit and learning how to make full collections.”
Back then the line consisted of bright and whimsical designs that appealed to kids, combined with practical features that busy parents appreciated. In saying that, really not much has changed in that respect. Liz still prefers bright and colourful prints and colours and then inserts practical details throughout.
The retail store (also named Snug As A Bug) is a staple of the Junction neighbourhood in Toronto and is ever evolving to bring reasonably priced, quality products to local families. The selection is vast, but aimed at kids under 8 years old. Since the pandemic, Liz has been more involved in developing the online presence, adding all the products carried at the store, not just her house brand.
“It has been a challenge and something that I really wanted to learn. While I have been in the e-commerce space for years, with the first version of snugasabug.com launching in 2005 I wasn’t as involved in the process as I am now.”
Her current line consists of styles for the whole family-even pets! From onesie pajamas to personalized Christmas products. Watch for more interesting, practical and family focused products to come. Liz says her focus is to cut through the online clutter and have a site where shoppers can feel confident in the quality of the products, the integrity of the company, receive their order quickly and be proud to support a small and local business in Canada.