So, How Did I End Up Here?
In 2023, I bought a baby brand.
Not exactly the obvious next move for someone who had spent the previous few years building a home fragrance business, but here we are.
Bubnest had already been around for years when I took it on. I was still co-running Etikette, the home fragrance brand I co-founded in 2019, and somewhere amongst all of that I saw an opportunity to take Bubnest somewhere new.
Fast forward to 2025 and I’d stepped away from Etikette and gone all-in on Bubnest.
Then I got pregnant.
Which, as it turns out, is quite an interesting time to completely rethink a pregnancy and baby brand.
Building the next Bubnest
Over the past few years, almost every part of Bubnest has been reconsidered.
The brand has a new look, but the bigger changes are in what we’re making and why we’re making it.
I’ve become much more interested in the products that actually make a difference when you’re pregnant, feeding a baby or deep in newborn life. And this time around, I’ve had a fairly ruthless product tester.
Me.
I’ve spent the past year developing nursery, pregnancy and postpartum products informed by my first pregnancy and newborn phase, while simultaneously being pregnant again, having my second baby, and thoroughly testing every product with myself and my own babies.
It’s given me some fairly strong feelings about what deserves a place in the range.
KIDDO asked me how it all happened
Recently, KIDDO Magazine sat down with me to unpack the story behind Bubnest — from my years building Etikette and buying Bubnest in 2023, to the decision to step away from one business and throw myself into another.
We talked about motherhood, the overwhelming amount of stuff marketed to new parents, what I’m trying to do differently with Bubnest, and where I want to take the brand from here.
Rather than repeat the whole story here, I’ll hand you over to them.
→ Read the full KIDDO feature: The Adelaide mum changing how we shop for babies with Bubnest
Like all good things in life, it’s been a slightly unconventional path to get here, but I am so happy to be here.