Kyte Baby, a baby clothing brand, faces criticism and a customer boycott for refusing an employee's request to work remotely while caring for her premature baby, which has garnered half a million views by Friday evening in a TikTok video.
Hughes faced significant loss while trying to have a child of her own, as she detailed on her GoFundMe page. The journey involved extensive testing, numerous doctors' appointments, various medications, at-home injections, multiple unsuccessful IUIs, and complications during IVF.
She and her husband experienced the heartbreaking loss of three pregnancies, one of which nearly cost her life. Her sister explained on TikTok that during surgery to address the miscarriage, Hughes started hemorrhaging and almost bled out on the table, requiring blood transfusions to survive. After a near-death experience, the couple decided to adopt.
A Call Informing Them of a 22-weeks-old Baby in the NICU
The Hughes got a call in December informing them of a 22 weeks-old baby, weighing 1 pound, in a neonatal intensive care unit (NICU) nine hours away from their Dallas home, according to the couple's GoFundMe page, which they began last year to help them pay steep adoption fees. The Hughes rushed to El Paso to be with their newborn, who was in critical condition, and informed Kyte Baby that she would require time to care for their new son, named Judah.
Kyte Baby Denying Request to Working Remotely After the Paid Maternity Leave
Kyte Baby CEO Ying Lui denied the request, explaining that "all parents, whether biological or non-biological, who had been with the company for at least six months, received two weeks of paid maternity time." Lui told USA TODAY on Friday.
Marissa Hughes, employed by Kyte Baby for seven months, pleaded with the company to reconsider, as she was nine hours away with a sick baby, who, according to the hospital, might not be released until March or April.
Request's Denial Sets Off a Boycott Firestorm
News about Hughes spreads across the internet, leading many to pledge a boycott against Kyte Baby, expressing refusal to spend money on Kyte Baby and supporting small businesses that prioritize helping mothers instead.
Kyte Baby CEO Ying Liu's Response
Kyte Baby CEO Ying Liu issued two video apologies on Thursday. First, she acknowledged the criticism and stated, "We treat biological and non-biological parents equally." Liu expressed respect for babies, families, and the adoption community based on her personal and professional experiences, admitting oversight in not providing sufficient support to Hughes and that they would find her a position whenever she decides to return to work, as initially offered.
Negative comments poured in, with one user stating the insincerity of the apology. In a second video, Liu admitted that the first apology "wasn't sincere" and went off-script, acknowledging the terrible decision to deny Marissa's request to work remotely while staying in the NICU with her adopted baby. Liu recognized the company's insensitivity and selfishness in insisting on onsite work. She admitted to not accommodating Marissa and emphasized that the company is actively working to change policies to avoid similar situations, which will be announced by February 1.
Lui said that Kyte Baby should uphold our values as a woman-owned, family company, noting that Hughes has chosen not to return to work for the company.
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