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Our Story

The global pandemic has changed the way we live our lives and in 2020, as we came back home to ride out the lockdown, we decided that we should challenge ourselves and start a family project. As the ‘new normal’ began to take hold, we embarked on our project that is ily baby.
With the help of family members, we began to realise that there was a gap in the market for super soft, hand made, fashionable muslins. We sourced the best muslin fabric we could find and began testing with our designs. Friends and family members with newborn babies became our sounding board and with their feedback ily baby began to take shape.
With backgrounds in fashion PR, tech, marketing and design we created ily baby with the idea that comfort, ease, quality and style can be combined to produce amazing baby products.
The quality of our products is very important to us, all our fabrics are 100% natural cotton, and Certified OKEO-TEX Standard. This means that we can offer the softest baby friendly products without compromising on quality or style. We also use recyclable boxing, tissue paper, stickers and cards.
We want to give our customers a standout product, that compliments their fashion sense, but that also of their babies.
Kitty, Alice & Jack

Quality

The quality of our products is very important to us, all our fabrics are 100% natural cotton, and Certified OKEO-TEX Standard. This means that we can offer the softest baby friendly products without compromising on quality or style. 

Style

We believe that style doesn't have to be compromised, we have designed our products with the chic, fashionable everyday parent in mind

Simplicity

When we started ily baby we were really conscious to not overthink or over design. Parents want the best product for their child and we spent a lot of time making sure we have the highest quality materials to ensure we meet those expectations.