Once upon a time, two best friends named Jonny and Dan

They found themselves in a tricky dilemma when one of their friends gave birth to a bouncing baby girl.

They wanted to give the little one a timeless yet original gift that was both truly personal and which wouldn't break the bank - but try as they might they simply could not find the perfect present for a little one. So with a bit of pluck, a dash of determination and an ounce of ingenuity, they decided to make it themselves!

Cut to five years later, and we're fast realising our dream of becoming the number one personalised baby brand in the world. Our range has expanded to include teddies and toys, blankets, clothing, bed, bath and home accessories - whilst our signature luxury gift box - which arrives free with every order - has proven a particular favourite with our customers. Despite our dizzying growth, we've remained true to our core values of top quality, excellent value and second-to-none customer service; we want to offer products and experiences that create lasting memories and can be treasured for years to come.