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About the Brand

Cry Baby was born out of a desire to connect to people on a vulnerable level that we are often hesitant to embrace and express. Since its beginning in 2018 Cry Baby has evolved into not only a well-known brand but a community of likeminded individuals. Cry Baby’s unique style brings a modern twist to the popular fashion trends of the 80s and 90s. Cry Baby now has a substantial social media following and customer base but what sets them apart is their message.

“It’s okay to cry. Over boys, girls, friends, love, hate. Sad tears or happy tears. Tears are healthy. It shows that you care. Shows emotion, hard work and dedication. Cry over something you really want. Cry because you lost or won a contest, or met the person you look up to. Cry whether you failed or succeeded. Or because you’re just stuck at a point in life. Cry because you lost someone or you got a new member in your family. Cry yourself to sleep some nights. Doesn’t matter if you’re a child, an adult, male or female. Everybody cries. Remind yourself it’s okay to not be okay. Cry for absolutely no reason too. Cry and let it out. Refocus on where you’re headed, chase your goal, work hard and be dedicated. Remind yourself that we are all imperfect and at the end, we all have emotions. Whatever the reason is - it’s okay to be a “CryBaby”

About the Founder

Esma Ilyas is a serial entrepreneur, designer and most recently the creative driving force behind Cry Baby. After graduating high school in 2014 she found herself slightly lost, she didn’t know what her purpose was and what direction she should pursue. She has always been a creative and after a summer spent enjoying nostalgic movies, she found herself wanting to recreate the choker necklace. She quickly developed one of the first online jewelry brands which skyrocketed into the biggest trend on social media at the time – Stargaze Jewelry. Soon after this venture Esma teamed up with some fellow creatives and launched Ivory Ella which is a mission driven apparel and lifestyle brand that supports elephant conservation. Ivory Ella has proudly been able to donate more than $1.7 million over the past four years to Save the Elephants. These achievements and experience have allowed Esma to realize continued success and massively contributed to the creation of Cry Baby.

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The Idea Behind the Brand

When Esma was building the concept behind Cry Baby she always had the priority for the brand to stick out from the crowd and offer something different and relatable. She wanted to ensure her social media feed was not strictly full of product images but also offered a touch of daily life and the real world. This has been a resounding success; people truly love connecting with these vulnerable and meaningful messages on a deeper level. Customers enjoy visiting the brands page not only to shop but to chat with others, make friends and receive advice and inspiration. This beautiful sense of community is what has created such a loyal fan and customer base.

The Idea Behind the Brand

When Esma was building the concept behind Cry Baby she always had the priority for the brand to stick out from the crowd and offer something different and relatable. She wanted to ensure her social media feed was not strictly full of product images but also offered a touch of daily life and the real world. This has been a resounding success; people truly love connecting with these vulnerable and meaningful messages on a deeper level. Customers enjoy visiting the brands page not only to shop but to chat with others, make friends and receive advice and inspiration. This beautiful sense of community is what has created such a loyal fan and customer base.

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