Wonder Woman Wednesday: This Mom is a Diaper Bag Guru


Leslie Newton

By Samantha Lande, BCB Editorial Director

Welcome to Wonder Woman Wednesday, a weekly feature that will attempt to tackle the question we are frequently asked— “how do moms really do it all?” Each week we will feature an amazing mom with extraordinary abilities. From founders of some of the most successful companies to philanthropists who are changing the world, these women are true heroines. To thank them for lifting the cape on some of their super powers, we will make a donation to the charity of their choice.


NAME: Leslie Newton

KIDS: Lily, 7 years old

OCCUPATION: Founder and CEO of Newlie




Leslie Newton has had quite a career run. From performing improv in some of LA’s best spots and writing skits for Saturday Night Live, to creating the stylish diaper bag brand timi & leslie, this mom has certainly made a name for herself. But with new ideas in mind, Leslie set off to create the just-launched brand Newlie, still designing modern diaper bags at a price point of around $100 but with the goal of having these bags last beyond the diaper stage with touches like insulated bottle pockets that easily convert to areas to stash toddler snacks, and add-ons like wet bags (for potty training and swim class). We caught up with Leslie about the new business, why she too is obsessed with “Let it Go,” and why sleep is overrated.

What is your backstory?

Well, I started as an actor performing at a well known improv theater in Los Angeles called the Groundling’s (where folks like Will Ferrell, Kristin Wiig and Melissa McCarthy are from).  For fun I sewed up a handbag (I’m not such a good sewer) and strangers kept asking where I bought it. So they’d give me their address, $25 and I’d sew them up one.  For a baby shower I made a diaper bag version of my handbag and my first brand, timi & leslie was born.  That brand grew and became successful, and then I decided I wanted to do some new things and take a different direction, so I parted ways with t&l and started my new brand, Newlie.  Having a new brand has been so exciting!

Tell us about your typical weekday:

Wake up around 6:30 – get my daughter breakfast, make her lunch, and try and get her to get herself dressed.  Drive her to school and come home to either jump on my computer or go to my exercise class.  Work, design and then either keep working until 5 or on certain days pick my daughter up at 3.  Shuttle her around to playdates, soccer practice, gymnastics or just home.  Make dinner, get Lily to do her homework, bath, bed, and then more work.

Tell us about a save the day moment:

 When I can get my to-do list done and get my daughter to do her homework without a battle in one day.

Who is your Wonder Woman?  

My mom.  She’s awesome.

What is your super power?

Incredible drive and persistence.

If you could have a secret identity what would it be and what would you use it for? 

I’d be Bat Woman to A) Impress my daughter as she loves Bat Girl B) To get around quicker.

What is your arch nemesis?

Needing sleep at night.  Would get a lot more done if I had the full 24 hours.

What is in your Wonder Woman power pack?

Lip Gloss, cell phone, snacks for my daughter, hand wipes for daughter, and a credit card.

Who is your Sidekick/Partner in Crime? 

My hubby.  He is SO supportive and helpful.

What would you consider your theme song? 

Let It Go” because I’m forced to listen to it all the time so it’s always in my head and because I’d like to be as strong as Elsa.

Which Superhero do you most identify with and why? 

Well, I’m going to have to make up one: Super Stay Calm Mom.  I aspire to be a woman/mom who can stay calm in the face of any challenge with work or home life.

Who is your supporting cast of characters that helps you to achieve Wonder Woman status?

My mom for sure.  She helps me around our house, keeping things organized, toys picked up, stuff like that.  She’s a real savior. My friend Lissa who has her own company and is also a mom.  We bounce ideas off each other or just vent!

To celebrate the launch of Leslie’s new brand, Newlie, we will be giving away the Louise Backpack in gray (AS SHOWN BELOW!) to one lucky winner. CLICK HERE TO ENTER TO WIN!. Newlie is also offering a 10% discount through Oct. 31 on their site with the code BUMPCLUB.