BORN - Love Nurture Cherish
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About Us

Born's Founders

Born is the creation of two sisters, Eva and Georgina, both mothers. With years of experience in retail, and a passionate belief in natural mothering, it seemed a logical move to open a shop to help out other parents.  In 2000 they opened their first store on the Gloucester Road in Bristol, and since then have expanded with a store in London, and website which ships all around the world.  Helped along the way by family friends, especially Eva's husband James who is responsible for all the website design, and Seb the web magician, they have grown Born from a small local store into the market leader it now is.

Eva was instrumental in writing the 'The Real Nappy Guide' prior to setting up Born, as part of her work with the Recycling Consortium.  She is currently running a weekly slot on Health Hub Radio, BCFM Radio 93.2fm every Tuesday 10am-12pm. Listen live or to previous shows at  She is available for editorial and public speaking work.

Georgina is passionate about bringing natural products to a wider audience, and in supporting new parents.  She has worked for many years with Naomi Stadlen, running the Mother's Talking group in the London store.  Georgina is available for consultancy on ethical retailing.

Eva, Maya, James and Jacob

Keira & Georgina

Eva & family

Georgina & Keira

Our History

Born opened in March 2000, with a desire to bring natural, organic, fairly traded and practical baby products to the High Street; this is still the driving force of the business, except we have now moved to a world-wide platform with our web site.  Born has always been a great place to come for advice and support, helping parents to make informed choices about pregnancy, birth and parenting.  We continue to do this on our blog and through social media, as well as in-store events.

From seeing a gap in the market for a proper bricks and mortar retailer of real nappies, founders Eva and Georgina realised that there were very few shops offering parents a wide range of natual products.  In fact, many of these products were not available in the UK at all! After lots of research, they opened with a great selection of beautiful items, to which they have been continually adding.  As shoppers have become more aware of environmental and health hazards posed by some manufacturing processes, the variety of goods on offer to Born has also increased.  We are now almost spoilt for choice, with a great range of organic clothings, and natural toiletries for all budgets on the market.

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'

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

Born is more than just your normal High Street nursery store, and we like to think our staff are a key part of that.  Most of our staff are parents themselves, or have experience working with infants.  We all passionately believe in helping the parents who visit our stores and website have the easiest shopping experience possible, whilst feeling supported and listened to. We don't push advice, or useless products on anyone.  

Our London store is managed by Georgina, who is supported by Alessia, Stephanie, Barbara, and Melek.  

Our Bristol store is also our Head Office, and our sales team of Emma, Becky, and Leila, is supported by the management team.  Becky, our MD and buyer, is based in the store, as well as Katie our Customer Services Manager.

Becky has a background in online retail, having run her own sling specialist store for many years.  She was the founder of the UK Sling Consortium and the driving force behind the TICKS guide for safe babywearing.  

Katie comes to Born from running her own sling business too, and is a trained Babywearing Consultant.  In addition, she runs a busy Sling Library in the Bristol store twice a month.

Staff Training

We ensure that there is always someone on hand in our stores to help show you all the great products we sell.  At Born we specialise in cloth slings and carriers, and have our own in-house Babywearing Consultant available for one-on-one bookings, as well as advice via email.  We have a select range of buggies which we can guide you through, as well as car seats, nursing bras, and other essential items.  If you would like a personal shopping consultation, these can be booked online or by calling our customer services team on 0117 924 5080.

Our Chosen Charities

We currently support two UK charities:

Best Beginnings - set up by Alison Baum who 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. Available from your midwife, or you can watch it online.

The Precious Drops Campaign - is a local fundraising campaign started by Eva and the amazing midwives at Southmead Hospital Bristol. It has supported the opening of a breast milk bank to serve all special care babies in the South West of England whose mothers, for whatever reason, are unable to provide their babies with life-saving 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

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

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