Vision Statement

A world where families are informed to make choices that benefit themselves, nature, and our global environment.

Mission Statement

Providing sustainable choices for growing families.


  • To thoroughly research our product selection and provide products that benefit the bond between mother, father and baby, promote parental attachment, support breastfeeding and natural parenting.
  • To provide carefully selected products and resources to help families adjust to life with a new baby and the years following the child's birth.
  • To promote a working environment for our staff that is safe, supportive and understanding of reasonable family needs.
  • To provide our staff, through ongoing learning and training opportunities, the ability to provide our customers with evidence-based information related to birth, post-partum, breastfeeding, breast pumping, babywearing and cloth diapering.