OUR MISSION:
At Swaddle we select quality, safe products that are both parent tested and peer reviewed. We take away the guesswork for parents and offer only those products that are truly unique and special. Our lines include the highest quality organic cotton clothing and bedding, strollers, car seats, and high chairs that exceed safety standards, and the newest products in care and feeding. 

HOW WE CAME TO BE:
Marisa is a mom of two and a former labor and delivery nurse. Her vision for Swaddle began when she tried to find local resources for innovative and functional products for her baby and toddler. Feeling frustrated with the lack of local resources for quality baby gear, Marisa envisioned a one-stop shopping experience where parents were presented with a range of safe, award-winning products. 

Following a move to New York, Emily began working at a baby store where she was thrown into the overwhelming world of baby products. With no prior experience in the industry, Emily quickly empathized with new parents as she navigated the world of baby gear. She found that helping families celebrate their new arrivals while assisting them in making informed decisions about baby products was both fun and rewarding. Emily longed to one day open a store of her own.

Marisa and Emily met in 2008 when Emily moved to Birmingham. Emily and Marisa share a passion for safe, innovative baby products that emphasize form and function. As their friendship grew, so did their vision for Swaddle. In 2009 their dream became a reality, and Swaddle was opened.