BORN - Love Nurture Cherish
0117 251 0022
Clothing Toys Carriers Furniture Gear Pushchairs Nappies Toiletries Books  Etc Gift  Ideas Sale

About Us

Who we are

Born is myself Eva and my sister Georgina. We are mothers with years of experience in retail and natural mothering. We're helped by some amazing people including my husband James, responsible for this wonderful website design and all our marketing, Seb the web magician, as well as our family and friends who have supported us emotionally and financially since we opened our first shop in Bristol in 2000.

Eva, Maya, James and Jacob

Keira & Georgina

Eva & family

Georgina & Keira

Our history

The first Born store opened on the Gloucester Road, Bishopston in March 2000; it was then and still is now our vision to bring natural, organic, fairly traded and practical baby products to the High Street. As well as this we want to impart information to parents to be to allow them to make informed choices about pregnancy, birth and parenting.

Prior to Born I worked with the Recycling Consortium, promoting the use of real nappies. I wrote 'The Real Nappy Guide'. This highlights the issues surrounding all types of nappies as well as being a 'How To' guide for using real nappies. This is used by councils across the country.

Whilst working at the Recycling Consortium I found parents wanted to use real nappies but there were no retail outlets selling a good range. Born resulted from the obvious need to fill this supply gap for real nappies, accessories and other natural products not available on the high street.

In 2004 our efforts were recognised with the Sustainable Business Award. We received this alongside Triodos and Yeo Valley. 

In May 2013 Born was inducted into Bristol's Zoo's Walk of Fame as 'Most Eco-friendly Business'

More about how we got here

Our philosophy

Born sells environmentally friendly, natural, organic, fair trade and practical products for parents and their babies.

We aim to be the one-stop shop for natural parenting - offering additional services such as free in-store workshops and information on complementary health practitioners.

We try to sell products that are made from natural renewable resources, are fair trade and have minimal impact on the environment.

We are passionate about our products and hope you love them as much as we do.

Our Staff


Karen is a Sales Advisor in our Stoke Newington store and also runs baby massage sessions on Sundays and Mondays.  She has a background is nursery nursing, and worked for many years with under 5’s. Karen started teaching baby massage courses 8 years ago and trained whist working at John Scott health centre as a community nursery nurse working alongside the health visitors. Karen is a certified infant massage instructor (cimi).

Karen also run a baby yoga group. As well as in the Stoke Newington store some of the courses are taught at a local children’s centre, who commission Karen to offer referral places from multi-agency teams, to mothers who may be suffering from post natal depression, low moods, bonding issues and babies either with special needs, born prematurely , low birth weights  or who have parents with attachment issues . Karen also runs courses for young parents and is currently working on a project to do massage with mothers and babies in Prison.

Details of when Karen's baby massage classes are held can be found on our Blog events page

Staff training

We want you to enjoy your shopping experience with us so we make sure our staff know how to demonstrate all those tricky items such as slings and buggies.  One of our bug bears is shops where staff barely look at you when you walk in, let alone ask you if you need any help, so we make sure that you are greeted and supported throughout your visit with us. 

On the phone we will endeavour to answer your questions at the time of your call and if we can't we will get someone who can to call you back -  that goes for email too!

Our chosen charities

I was motivated to open Born because of the life changing impact having a baby had on me.  One of the things that was a huge learning experience was breastfeeding. Not just doing it but the impact it had on my relationship with Maya and her health. The more I learnt as we breastfed the more passionate I became about spreading the word about the importance breastfeeding has for our children, the environment and family finances.

We currently support two UK charities:

Best Beginnings - started by my friend Alison Baum who, like me, was surprised at how little women knew about the importance of breastfeeding.  When pregnant all women should be given a copy of the DVD 'Bump to Breastfeeding' which was produced by Alison. Ask your midwife for a copy if you haven't had one. you can also watch it online.

The Precious Drops Campaign - is a local fundraising campaign started by myself and the amazing midwives at Southmead Hospital Bristol. We aim to set up a Human breast milk bank soon to serve all special care babies in the South West of England whose mothers, for whatever reason, are unable to provide their babies with lifesaving breastmilk.

Investor Information

Born is a private company with a handful of shareholders.  We started trading in 2000 and are now actively seeking investors to expand our online and retail business..

Interested in being involved? Contact Eva on

Join us?

Are you interested in having a shop like ours? We are franchising our concept and are looking for partners to join us. email if you are interested. Please note that you must have an active interest in the concepts we promote, you can find out about this by reading our Blog.

Staff Vacancies.

Please email

Company information

Born is the trading name of Heliocentric Limited, Company no. 4375445 Registered office: 64 Gloucester Road, Bishopston, Bristol BS7 8BH.  Vat No. 742 411 757


by Eva Fernandes

Follow us on Facebook for news and offers f