Guidance pledge
You’ve got this, and we’ve got you! We believe you know your body and your baby best. That’s why we’re committed to empowering you with evidence-based, up-to-date, and locally relevant, practical information to help you make the best choices for your growing family, every step of the way.
Your Baby, Your Body, Your Choice.
There’s no one perfect way to parent, and what works for one family may not work for another. We believe that you know your baby and your family best. Our role isn’t to make decisions for you, but to provide you with all the information and support you need to make the right choices for your unique situation—without judgment. We’re here to help, no matter what path you choose.
Empowering You to Confidently Navigate Parenthood
With 25 years of experience in the baby care industry, we’re here to share our knowledge and provide you with the support you need to navigate parenthood with confidence. Our goal is to help you make informed decisions tailored to what’s best for you and your growing family, giving you peace of mind every step of the way.
Evideince based
We’re committed to providing you with practical, evidence-based insights. All our checklists, guides, and articles are medically reviewed by our in-house doctor, Dr. J.N. Gelman (MBBCh, Wits), and we routinely collaborate with specialists such as doulas, midwives, and OB-GYNs to ensure expert-driven, reliable content.
The insights we share are grounded in the latest international guidelines, peer-reviewed studies, and reputable sources from academic institutions and medical journals. We prioritise accuracy and integrity by relying only on trusted, high-quality sources, which are linked within each article for your reference.
Locally Relevant & Up to Date
As new research emerges in the baby care space, guidelines and information are constantly evolving. We’re dedicated to keeping you informed with the most up-to-date, accurate insights based on the latest medical research and global standards. We also make sure our content is locally relevant, tailored specifically for South African parents.
Practical & Actionable
Having a baby is tough—there’s no way around it. That’s why we’re committed to keeping things real, offering straightforward, practical, and actionable advice to help you tackle the challenges head-on.
