Lyas’ Swaddle Bar Selected an Oprah’s Favorite Things Finalist

Alabama A&M University alumna and former Miss AAMU, Kendra Lyas, is turning heads with her newest venture – Swaddle Bar, a Black-owned children’s brand based in Birmingham that’s equal parts comfort, community, and purpose. With a product line that includes soft swaddles, waffle-knit robes, ponchos, and plush towels, Swaddle Bar is already making waves. In just 10 months, the brand secured placement in 50 stores across the country and earned a coveted finalist spot on “Oprah’s Favorite Things” 2024.

Lyas, a Birmingham native who graduated summa cum laude in biology in 2000, launched Swaddle Bar in 2024 with a vision that went beyond retail. After a successful 12-year career in pharmaceutical sales, she stepped back in 2012 to raise her children. In those quiet moments of motherhood, a new passion was born – quite literally at her sewing machine.

That creative spark led to her first children’s brand, and eventually, to Swaddle Bar, a company fueled by philanthropy and inspired by motherhood. “Swaddle Bar is more than a children’s brand. It is a women-led movement of philanthropy,” Lyas said. “Our team is united by the shared experience of motherhood and the desire to design products for the greater good.”

The brand’s big break came during the July 2024 Atlanta Market at AmericasMart, where Lyas and her team hosted a product showcase that drew orders from more than 45 retailers. During the event, Oprah Daily’s marketing and creative directors made a surprise visit to the booth, later notifying Lyas that Swaddle Bar’s robes had been selected as a finalist for “Oprah’s Favorite Things” – an unexpected moment that validated her bold leap into entrepreneurship.

The accolades didn’t stop there. Lyas recently announced that Swaddle Bar is shifting toward direct retail sales, launching as an Amazon seller this summer. The brand has also formed partnerships with Birmingham Mom Collective, Birmingham Now, Huntsville Blast, and several influencers.

A high school valedictorian, Lyas was deeply involved in student events once she arrived on campus. She says she chose Alabama A&M over Ivy League institutions because of the generous scholarships and sense of belonging. She adds her reign as Miss AAMU in 1999-2000 helped shape her understanding of servant leadership. “Being Miss AAMU taught me the true meaning of our motto: ‘Service is sovereignty.’”

Lyas says the University prepared her to thrive, even in industries where African American professionals were underrepresented. “The nurturing environment and unique cultural experience at Alabama A&M gave me the confidence and resilience I needed to succeed in Corporate America,” she reflected.

Her Bulldog pride remains strong. She returned to campus last fall for the Queens’ Legacy Walk, joining 25 former Miss AAMUs for a reunion that celebrated their shared legacy.

True to its mission, Swaddle Bar is also donating a portion of its proceeds to Mwana Villages, a nonprofit that supports orphans in the Republic of Congo. Lyas was moved by the organization’s work and inspired to give back. One of her team members, Wellon Bridgers, serves as Mwana’s U.S. director, adding a personal connection to the cause.

Outside of her entrepreneurial work, Lyas continues to serve others as a course guardian and former student services coordinator at Samford University. She and her husband, Reggie – whom she met at AAMU’s 1999 homecoming – are proud parents to Evan Reese, a presidential scholar at the University of Southern California, and Eli, a high school scholar-athlete.

Lyas is a shining example of Bulldog excellence – grounded in purpose, driven by faith, and committed to making a difference, one cozy item at a time. Reflecting on her journey, she credits Alabama A&M as the launch pad for her success and growth.

“Attending AAMU was the best college decision, and I wouldn't trade my experience on The Hill.”

To explore Swaddle Bar products or learn more about the brand, visit www.swaddlebar.com.