About Us
Gentle Beginnings, Thoughtful Choices
Melbourne-based. Planet-friendly. Baby-approved
At our baby store, we believe that the smallest things can make the biggest difference — like choosing organic cotton for your newborn’s first outfit, or selecting toys that are as safe as they are sustainable. Every product in our collection is handpicked for quality, softness, and responsibility. We exist to support modern parents in making gentle, earth-friendly choices — without compromising on style or comfort.
Our Story
Every Big Story Starts with Something Small
It all began with a simple idea — to make it easier for modern parents to find beautiful, gentle, and sustainable essentials for their little ones. As new parents ourselves, we were overwhelmed by the amount of waste, plastic, and fast fashion in the baby space. So we set out to create a store that puts the planet and your baby first.
From organic cotton onesies to eco-friendly toys, every item in our collection is thoughtfully chosen for its safety, quality, and environmental footprint. We’re proud to call Melbourne home, and we’re even prouder to support conscious families across Australia.
2015
Our founder, Jessica, becomes a first-time mum and starts questioning the materials used in everyday baby products.
2017
After connecting with local ethical suppliers in Australia, the first product samples are developed using organic cotton and bamboo.
2020
Sustainable Living Baby Store officially launches, focused on making natural babywear accessible to Aussie families.
2024
Serving hundreds of families nationwide, our mission remains the same: to provide soft, safe, and sustainable products for little ones.
Jessica Dunn
Founder, CEO
We created this store to help parents feel good about what they buy — knowing it’s soft, safe, and sustainably made for their little ones
Parenting Community
Join Our Growing Community of Like-Minded Parents!
Connect with other parents, share stories, swap tips, and find support on your parenting journey. Whether you’re expecting, new to the game, or raising toddlers — you’re welcome here.
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