The journey started when Emily heard her heartbeat while making a silent vow to protect her unborn child.
The discovery of her pregnancy brought Emily's entire world into a sudden transformation.
The experience of pregnancy brought every possible emotion to her life including happiness and worry and both positive and negative feelings and deep affection.
The most unexpected discovery she made during pregnancy turned out to be the lack of trustworthy products which were designed for actual mothers and their actual babies instead of following online trends.

The discovery of untrustworthy products became her biggest surprise because she expected to face morning sickness and cravings and unpredictable mood changes.
The discovery of untrustworthy products became her biggest surprise because she expected to face morning sickness and cravings and unpredictable mood changes.

The combination of unsuitable maternity clothing and irritating baby products and failed promises from products left Emily feeling frustrated.
She asked herself two times about why beautiful things need to become complicated and why essential products remain hard to discover which provide safety and softness and thoughtful design.

She followed the path which many mothers take by creating their own solutions for missing products.

The initial basic concept for a product developed into multiple items which shared her dedication to comfort and safety.

The development process of each product involved real parent testing followed by love-based refinement to create products which simplify motherhood.

According to Emily motherhood requires no perfection because it needs support from others.
The foundation of support begins with basic items which include:
A belly band designed to provide genuine pressure relief.
A nursing pillow which adjusts to match your body shape.
The swaddle provides newborns with enough comfort to calm their most active moments.

Our company exists to create a better motherhood experience through purposeful product development which enhances safety and comfort and adds enchantment to the journey.

Your preparation for birth involves more than physical readiness because you will encounter your transformed self.
You are getting ready to encounter your completely transformed self.
We stand ready to support you through every tender and disorganized and extraordinary moment that comes with being a mother.