Our Story

Joey Baby was born from one of the most tender and challenging moments of motherhood — the early days with my newborn daughter. Like many new mums, I found myself constantly holding her in my arms. She didn’t like being put down, and while I cherished those close cuddles, I quickly realised how difficult it was to manage even the simplest tasks — making a cup of tea, folding laundry, or stepping outside — with a baby in one arm.

I tried using structured baby carriers, but they often felt bulky, complicated, and impractical for short bursts of carrying around the house or on quick errands. My back ached. My hands were never free. I started searching for better solutions — and that’s when I discovered sling-style baby carriers. The simplicity, the softness, the ease — it was a game changer.

But even then, I struggled to find slings in New Zealand that felt both functional and stylish — something I could wear daily and still feel like myself in. And so, Joey Baby was born: a brand dedicated to creating beautiful, ergonomic baby carriers that support new mums through those early, all-consuming months of motherhood.

Our products are designed with love, intention, and first-hand experience — to help you carry your baby close, while giving you the freedom to move through your day with comfort and confidence.

From one mum to another — I see you. And I'm so glad you're here.