Love Mae and Urban Baby go way back… almost 9 years in fact when they were one of our first stockists. Fast forward and Urban baby is one of the largest online stores in Australia stocking everything from staples and necessary items to those of pure indulgence. Introducing Amelia… the lady behind the mega site. 

Tell us about your store, and the types of products that you offer.

UrbanBaby is an online store which product range includes pregnancy stage up until preschool and kindy age children. Our range include beautiful essentials, hand selected gifts and designer furniture. We search high and low for beautiful, quality products that our customers love. Our customers also love our fast dispatch service so that they can receive their orders sooner than later.

What’s trending in-store right now?

Toys are going crazy. The IVI rugs which are  3 dimensional rugs have beenflying out the door. Same with beach and travel toys, bath toys, wooden toys. TOYS! J

Other than toys, beautiful essentials have been going really well too. The Love Mae sets are always popular all year round, and Wee Gallery products, which are designed to engage with babies from the day they are born, have been our best sellers this year. Anything that is eco-friendly and organic always well usually received by our customers too.

What do you love most about discovering new labels for your store?

I think it is very exciting to introduce new labels to our wonderful customers. We hand select the products and will only sell products that we will use for our children. I think our customers regularly come back to UrbanBaby to see what other goodies we have found for them. Haha. We are very fortunate (and honoured!) to be regularly approached by new labels and are often the first to market new labels/products.


What is your personal favourite Love Mae product and why?

The bamboo dinner sets. The 5 piece sets are great because when the kids are little they like to have their food separate . The 3 and 4 piece sets are great as kids grow older because of the generous size. The dinner sets are not only gorgeous – they are also very durable! The kids use theirs almost daily.

I personally love the 3 and 4 piece sets because older kids and tweens often get forgotten in terms of beautiful dinnerware. They often graduate from divided plate straight to adult tablewares. They dinner sets make great non-toy birthday presents too.


What are your top gift suggestions for
A) a child’s first birthday,

Wee Gallery canvas growth charts. They are just beautiful. Made from organic canvas with leather hanging cord and comes with a bag where you can write the child’s name and date of birth. You can mark on the chart as the child grows and store it away in the bag for keepsake. Milton Ashby toys – beautifully wooden toys that come in gorgeous tin packaging

b) a baby shower.

– Cloby reversible leather pram clips, Love from Bug super absorbent bibs (because we know babies go through bibs like there is no tomorrow), ToteSavvy which cleverly transform your favourite pre-baby handbags into anappy bag. Or UrbanBaby gift voucher so the mumma to be can choose what she needs


What were you doing before you had the store?

I was a chartered accountant working with small businesses on their day to day tax and business affairs. I loved it!


What’s your strategy for achieving a work/life balance?

One of the greatest things about owning our own business is the flexibility. I work during school hours and am able to pick up the kids after school. I love the fact that I can spend a lot of time with our kids whilst they are still little (and still want to hang out with me. Haha).

We are supported by an excellent team that run the operational side whilst I am not physically at work too.  


What’s your favourite Instagram account to follow?

Oh so many! @oh.eight.oh.nine for her impeccable styling and photos, @lisamessenger is very inspiring @zoefosterblake has the funniest captions


What are the top tracks playing in-store right now.

We have the radio on but tracks of the 90s always get a good sing along and shimmy


Where would you recommend people to eat, or grab a coffee if they’re paying you a visit?

We are about 5 minutes away from Cronulla and there are lots excellent cafes there now. Next Door Cronulla is our regular and Bianchini Espresso in Wanda has the most beautiful view to the ocean!