FAMILY VALUES

OUR MISSION

REAL FASHION
REAL FAMILIES
REAL FAMILY VALUES

WHAT WE BELIEVE IN

We're a family business and that means keeping our family values at the heart of everything we do. Bringing real fashion to real families means more than just collating the coolest products on the planet, it means treating every single person who comes into contact with our brand like part of our family, being true to ourselves and our values, even when that means going against the norm and it means working our butts off every single day to give our customers the extraordinary service they deserve.

PUTTING FAMILY FIRST

Our business was built by our family for families, so it is only natural that our team members should have the flexibility they need to put their own families first. What this means is us making a genuine commitment to fair pay, flexible working, and other perks, like unlimited paid leave and making every day bring your baby to work day! For us having family isn't something to work around, it's something we've worked into our business model, because it's the most important thing to us.

KEEPING IT REAL

Our feed might look polished, but the reality of running a business as a couple, with two kids in tow is very, very real! We love posting cute pics of the kids and capturing our happiest moments for the gram, but that’s exactly what they are, our happiest moments… the rows and tantrums and poops don’t make it onto the squares, but they are happening at our place, just like they’re happening at yours. Don't ever let looking at what we're up to make you feel like anything less than the queen that you are and if we ever do or say anything that makes you feel bad, tell us, because we want to know.

WATCHING OUR STEP

We’ve made a real commitment to minimising the footprint that our business leaves on the planet. This means everything from the big stuff like carbon neutral delivery, plastic free packaging and limiting discounting, down to tiny details like washi tape and tissue paper printed with soy based inks. Fashion is at the heart of what we do, but we don’t think it should cost the Earth.

REPRESENTING

We really believe in the importance of representation. We know real families come in a million different forms and we always want reflect this beautiful diversity in the content we create and promote. We've made a commitment to continually increase our investment in the brands who share our vision for diversity, fair and sustainable business practices, and generally doing right, so that the collections on our site better represent our values every single season.

WE CAN DO BETTER

We're so proud of all the things we're doing to make our business model kinder, fairer and more sustainable, but we don't want to stop here, so if you've got any questions, feedback or suggestions, please do drop us a line, we'd love to hear from you.