Bloom Baby, Bloom x Esjay

Aug 26

3 min read

Because every little beginning deserves a little more comfort.

Some babies arrive exactly when expected.

Others decide to make an entrance a little earlier than planned.

Tiny hands. Tiny fingers. Tiny milestones that most of us take for granted.

For families with babies in a neonatal unit, those first days and weeks can look very different to the newborn chapter they imagined. Instead of settling in at home, they spend long days beside incubators, celebrating every gram gained, every feed finished and every tiny victory.

Recently, a doctor working in a government hospital neonatal unit approached us with a simple but heartbreaking reality.

Their neonatal unit has 96 beds.

There are incubators. There is medical equipment. There are dedicated doctors and nurses.

But there is nowhere comfortable for many of the mothers to sit.

To hold their babies.

To feed them.

To spend time skin-to-skin.

To simply be close.

They need 24 reclining chairs.

As mothers ourselves, we couldn’t stop thinking about that.

Because while medical care helps these tiny babies grow stronger, so does the love and connection they receive from their mothers.

And a chair might seem like a small thing.

But to a mother spending hours beside an incubator, it becomes a place to feed, to rest, to bond, to cry, to celebrate progress and to quietly whisper, “Keep going, little one.”

So we decided to do something about it.

Bloom Baby, Bloom

Our new Bloom Baby, Bloom collection has been created to help raise funds for 24 reclining chairs for the mothers in this neonatal unit.

The collection is built on our rich plum base, inspired by the colour associated with premature babies, with a delicate black floral print running across it.

Because flowers don’t all bloom at the same time.

Some need a little longer.

Some need a little more care.

But every single one is worth waiting for.

And we wanted this collection to be about more than raising money.

We wanted to create a way for our community to give something directly to these little families too.

A little something to take home

Alongside the Bloom Baby, Bloom collection, we’ll be offering custom littlee babygrows at cost price (or even a little less).

These can be added to your order as a donation.

We’ll deliver them to the neonatal unit, where they can be given to mums and babies as they leave hospital.

Because after weeks or months surrounded by machines, monitors and hospital walls, we love the idea of a mum leaving with her tiny baby dressed in something brand new and special.

Something that belongs to them.

Something that says:

You made it.

You’re going home.

Bloom, baby, bloom.

It’s not just a chair.

When you buy something from Bloom Baby, Bloom, you’re helping us get closer to putting all 24 reclining chairs into that neonatal unit.

When you add a babygrow to your order, you’re giving a mum and her baby a little gift to take home with them.

And together, those things create something much bigger than either of them on their own.

More comfortable mothers.

More moments of connection.

More dignity.