In 2018, Jennifer Lawlor launched a lifestyle brand for for the conscious family with a vision to create clever, practical solutions to everyday family challenges. She believed that this was something that could change families' lives for the better, but it was a big idea. Her husband and brother in law, who felt as passionate as she did about her vision came on board, and together they put a plan around her thinking.
What we believe
We believe in the value of having wonderful items to hand, and the proper balance between family living and the objects that make it possible to live a wonderful family life. We pride ourselves on the selection of high-quality products we provide for families' needs all in one place.
We live our company values, it's what makes us who we are, in life and in business - Dream Big | Live Simply | Family First.
Always believe that something Wonderful is about to happen. Optimism is a hopeful, positive outlook on the future, yourself, and the world around you. It is a key part of resilience, the inner strength that helps you get through tough times. By definition, optimism helps you see, feel, and think positively. ... You don't have to be a "born optimist" to use the power of optimism.
We believe in making the most of life's simple pleasures - it's the little things that matter. Precious moments of uncomplicated happiness are our constant inspiration, and it's with these in mind that we create and source collections of products that become an essential part of everyday family life. It's the elimination of excess, but also the idea that simplicity is not modest or frugal especially when done with intention; it brings quality and fulfillment into family life.
This relates to our own family but also to our wider community. It’s our tribe, our clan. Kinship gives us a solid family foundation from which to learn from and grow. It nurtures us to be the best we can be, providing us with love, care, camaraderie, life lessons, values, independence, and the many qualities so important for a better world. We believe family is the most important unit for this to happen. Strong communities are an extension of our families and we strive to build this type of environment to learn from and grow. We truly are a company that parents the parent.