My children are the reason this brand exists. Like most parents, I quickly realised how much “stuff” arrives when a baby is born. Some of it is wonderful. Some of it never leaves the cupboard. Babies grow quickly, trends move quickly, and gifts can very easily become clutter.

That never sat particularly well with me. I wanted to create a more intentional way to gift. Fewer things, better things, chosen carefully. So our collections focus on pieces that feel special but also earn their place in a family’s home: soft blankets, beautiful towels, keepsakes that can be used, loved and treasured forever.

Sustainability has been part of the brand from the beginning, not something added later. Becoming a parent made me much more conscious of waste. The plastic, the packaging, the products designed for incredibly short lifespans.

I knew that if I was going to create a new brand, I wanted it to contribute to a better way of doing things. That means carefully chosen materials, recyclable packaging, responsible partners and products designed with longevity in mind.

We’re proud to be a certified B Corp, but for me that certification represents something bigger: a commitment to keep asking how we can do things better for the world our children will inherit.

I’m usually doing one of three things: driving one of my children somewhere, feeding them, or wondering how it’s already bedtime and my to do list hasn't got any shorter. Family life is wonderfully busy, and I wouldn’t have it any other way.

At home, we love baking together, and my kitchen is probably where I’m happiest when I’m not working. My double chocolate sponge is a firm favourite with the children, while my husband would happily live on my paleo chocolate chip cookies.

I also love being outdoors and staying active. A run, time in the garden, or simply getting outside is usually how I reset after a busy week. Those everyday moments are a huge part of what keeps me grounded and they’re also a constant reminder of why I built this business in the first place.