Christine Gayfer, owner, Amie Reusable Pads
Wishy-Washy Cloth, an Ontario company dedicated to sustainable menstrual care with attractive and fun reusable pads, is now Amie Reusable Pads.
Based out of Rockwood, Ontario, Wishy-Washy Cloth began as simple Facebook group in 2018, providing Canadian women with high-quality reusable pads. As it grew, the brand became associated not only with colourful and cheerful reusable pads, but with a place of community.
“When I started Wishy-Washy Cloth, I expected it was just a fun outlet for my sewing hobby. The name, at the time, was chosen because of my silly sense of humour. I never dreamed the business would grow to what it is today and we felt that a change of name was needed to better reflect what we represent,” says Christine Gayfer, owner and founder of Amie Reusable Pads.
“Amie, as in the French word for ‘friend’, speaks to what we offer our customers. We want them to feel part of a terrific group of people, just like them, who place a high-value on sustainability, quality products and a little joy thrown into the mix.”
Amie Reusable Pads continues to manufacture all products locally, something Gayfer says is important to their customers. She attributes their success as a brand partially to the support she has received from local small business coaching and training through programs offered by the Business Centre of Guelph-Wellington and Innovation Guelph.
Amie aims to help people get past any initial hesitancy they may have about making the switch to reusable pads by offering a product that is more comfortable, more absorbent and way more fun than disposables. The company seeks to help change the conventional method of period care from disposable to reusable. Gayfer adds, “Many Canadians are no longer interested in participating in the growing garbage crisis we have on our hands, largely thanks to single-use plastics. Amie is here to offer a superior alternative. Period.”