Georgia Walker built her reputation on how a room feels. As co-founder of Etikette, she helped turn a home fragrance brand into a household name by paying close attention to the details that make a space feel right. Now, mother to a toddler and an infant, she’s applying the same instinct to Bubnest, built on organic cotton, calm design and a slower way to shop for babies.
Becoming a mum changed what wellbeing at home meant to Georgia – designing for a calm kitchen is one thing, designing for a 3am feed is another. “With Bubnest, that became about creating simplicity, calm and connection during a period of life that can often feel overwhelming,” she says. The range – pregnancy and feeding pillows, play mats, pram liners, nursery pieces – is made exclusively from organic cotton, with a philosophy as understated as the aesthetic: fewer things, made well, that last.
What hit Georgia hardest as a first-time mum was the sheer volume of products parents are told they need. “It disconnected me from trusting my own instincts about what was actually essential,” she says. Bubnest’s hero Pregnancy Pillow is the clearest counterweight – built to stay on the bed long after pregnancy rather than getting bundled into the charity bag a few months in. “I really believe parents deserve to understand the ‘why’ behind the products they bring into their homes. Buy once, buy well,” Georgia says.
She launched and grew Bubnest while pregnant with her second child, and now runs the company through the same chapter of life her customers are in. “I’m living and breathing the same season as my customers, and that feels like a superpower,” she says. It also means the product decisions come from someone actually testing them, at home, at 6am, with a toddler in tow. “Bubnest has been born from this exact stage of life – the toddler chaos, the newborn haze, the mental load, but also the beauty and connection within it all.”
For parents who feel slightly drowned in the baby aisle, that’s good news. And for anyone who’s followed Georgia’s work from Etikette, Bubnest reads like a natural next chapter – the same eye for how products shape a home, applied to the home’s most demanding new occupant.
For more information:
bubnest.com.au | @bubnest
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