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about us

We understand just how difficult preparing for parenthood can be. Since 1998, we’ve set out to make your pregnancy and early parenthood experience as simple and stress-free as possible. 

What We Do

We don’t just sell products. We do things differently. 

We offer a variety of services that provide value, and help make things a little easier.

Personalised Guidance

We'll help you choose which products best suit your unique needs & budget

Preowned Marketplace

We'll help you sell and buy top quality preowned products safely and securely

What Parents Say

We believe in saving parents time and money so you have more to spend on what matters most.

Every parent and baby is unique, deserving a business that understands and assists in making the best decisions for your family. Our aim is to provide a seamless, stress-free shopping experience, allowing you to concentrate on cherishing your bundle of joy.


Pregnancy and parenthood are wonderful, and we want you to cherish every moment. We strive for a seamless, stress-free and enjoyable experience so you can focus on creating beautiful memories.​


Each parent and each family is different. We all have unique needs, lifestyles and budgets. We don't believe that one-size-fits-all works. That's why we personalise your experience so that our guidance is practical and relevant for you.​


There is so much information out there, it's difficult to find someone you can trust. We aim to be the source you can rely on. Our guidance is evidence and experience based, brought to you by experts and professionals in the field. ​

Our Story

In 1998, Andy gave birth to her baby boy, Jayden. As much as he brightened her world, he also turned it upside down. Andy was a working mom during pregnancy and time to prepare for her new baby became “stolen moments”. She found that preparing was as overwhelming as it was exciting. Having a newborn baby is an incredible transition from person to parent. It is wonderful and rewarding, but, it is also difficult and exhausting.

She knew there had to be an easier way.

An easier way to find local and reliable information about the baby products available in the market, and a more convenient way to get whatever baby needed without having to leave work or home. To her surprise, there wasn’t a trusted source to help with this journey. 


We fill this gap, and we are your reliable and trusted source for product information, and for advice on how to prepare and what’s worth buying. We provide guidance throughout your shopping journey to ensure you have a hassle-free and enjoyable experience that also saves you loads of money & time. We want every parent to buy right, the first time.

Our Team

Our family is so excited to be a part of your family’s journey.

Andy Gelman

Allan Mkhungu

Jayden Gelman