A super trendy local baby brand

Whimsical patterns and Southern charm meet in a super trendy local baby brand.

Story By Lola Jarzemsky

Saltwater Swaddles, born in Charleston, beautifully captures the spirit of Lowcountry heritage in the coziest way possible. Merging Southern charm with playful watercolor patterns and cloud-like fabrics, the brand’s collection of children’s swaddles, sheets, clothing and pajamas is designed with both comfort and style in mind. 

Co-founders Charlotte Fraser and Meredith Darr first crossed paths at Clemson University, bonding over a shared love for art and design. Years later, as both were expecting baby boys, the idea for another “baby” was born — Saltwater Swaddles. Charlotte, whose family has a long history on Hilton Head Island, drew on her deep roots and artistic flair to create the brand’s whimsical watercolor paintings, while Meredith expertly transformed them into vibrant patterns that now grace their products. As Charlotte notes, “The evolution of our brand reflects the growth of our kids.” What began as a line of swaddles quickly blossomed to include children’s pajamas — and even matching sets for adults.

Charlotte’s transition from a refined artist to a successful businesswoman serves as an inspiration for local creatives looking to launch their own ventures. By infusing artistic charm into every product, the brand has found a niche where quality, comfort and local craftsmanship take center stage. Customers not only invest in beautifully made items but also support a homegrown artisan, making each purchase feel that much more meaningful.

In the early days, Saltwater Swaddles thrived on creativity and a dash of optimism. For Charlotte and Meredith the business offered a creative outlet that allowed them to craft products that benefited their own children as well as those in the community. This personal connection quickly sparked a loyal customer base, which has been instrumental in the brand’s growth and continued success.

Each pattern tells a story, drawing on meaningful aspects of Lowcountry life. Charlotte, inspired by her Hilton Head roots, finds her greatest inspiration in the natural beauty of the region. Her designs — whether they feature diving ducks, seashells or colorful crabs — reflect the vibrant environment that shaped her upbringing. “I was lucky to grow up on Hilton Head,” Charlotte said. “My family has always been tied to this island, and my parents encouraged me to appreciate the outdoors, which isn’t hard to do in the Lowcountry.”