We are baby store with a difference!
We don’t just sell baby goods. We do more – for you!
Founded in 1998 by a mother overwhelmed and unsure, we understand how difficult shopping for baby goods can be. That’s why we provide expert guidance, personalised advice and hassle-free buying. Our mission is to help save you time and money so there’s more to spend on what matters most.
We're here to help you make your choice.
There are countless options out there, we’re here to advise you on which choice best suits you, your lifestyle, and your budget.
We are here to assist at every step of your journey.
How can we help?
We are a proudly South African, family owned business, established in 1998.
When Andy was pregnant with her first child, she was overwhelmed by the abundance of information about having a baby.
Andy noticed how little guidance there was for new and expecting parents for which products to buy, and which were unnecessary. She made some mistakes, and heard stories from other new parents that had also wasted money on the wrong products. Something needed to be done, and so, we were born.
This business idea even won the EnterPrize in SA Business Plan Competition for innovation in 2000.
From then, we’ve expanded our services as we spoke to more parents who helped us identify the areas in need of innovation. We were the first baby goods business to offer a gift registry service as well as the first to offer a comprehensive babyproofing solution.
For 20 years we offered a comprehensive selection of baby goods with superior services for new and expecting parents. Over these years we have learned a lot and had great feedback from parents’ experiences. We love sharing this insight to advise and guide you on your journey.
In 2019, our business took on a new brand identity as we advanced on our journey. While maintaining our passion to assist and guide new and expecting parents, we have moved to an online baby store with innovative online services.
There are currently no openings.