I recently had the real joy of chatting with Laurna and Gemma from the babywearing podcast Coorie In and Carry On.

 If you’ve not come across them yet, the Baby Sling conversations podcast, is a gentle, honest space where conversations around babywearing unfold with care, curiosity, and a whole lot of heart.

Our chat was full of the kind of discussion I love, real, meandering, grounded in shared values. We spoke about the beginnings of Hana Baby, how our carriers came to be, why I care more about your experience than I do about margins, and what really matters to me as a small business owner. It felt like sitting down with friends who just get it.

You can listen to the full podcast episode now, but I’ve pulled out some thoughts I’d love to linger on, especially for those who prefer to read slowly with a cuppa in hand.

I Care More About Your Babywearing Journey Than My Bottom Line

In a world that’s constantly pushing sales, numbers, and five-star reviews, I just want to say something plainly.

"I care more about your babywearing journey than I do about my bottom line."

I know that’s not the “business-savvy” thing to say. But the truth is, I’m not your typical business owner. I’m a mother. I’ve always built from the heart. Hana Baby exists not just because I wanted to make slings, but because I wanted to support people.

Support has always been at the centre, from my volunteering days with NCT and Plymouth Latch On, to now, where I get to walk alongside parents on their journey. There’s something truly powerful in watching confidence grow in someone’s body, in their choices, in the way they connect with their baby.

Babywearing, to me, is deeply personal. It’s not just about choosing a carrier. It’s about that moment when your baby melts against your chest and your whole body exhales. That moment where everything just… settles. If I can help one parent get there, even once, then all of this is worth it.

“If I could give one parent that gift of just that aha moment… when their baby instantly gets in the sling and calms down… I’d bottle that feeling.” - [16 min]

That’s the real product I want to offer: support, clarity, and the quiet confidence that grows when someone finally feels, “I can do this.”

Why You’ll Never Find Our Products on Amazon Again

One of the big shifts I shared on the podcast was this: we’ve pulled all of our wraps and carriers from Amazon. And we’re not going back.

“I’m not an Amazon fan. The wraps and carriers will now not be sold on Amazon at all.” - [27 min]

This decision wasn’t about making a stand for the sake of it. It was about honouring you, the person on the other end of the purchase.

When you choose a Hana Baby sling, you deserve more than a two-day delivery and a generic listing. You deserve support. You deserve care. You deserve a real conversation if you need it, not just a tracking number and a returns policy.

I can’t offer that on Amazon. But when you come to us directly, or work with one of our trusted sling libraries or consultants, you’re not just buying a product. You’re entering a little village of people who actually see you.

And that matters to me far more than convenience.

“I Don’t Want the Millions - My Focus Is You”

“I don’t want the moon. I don’t want the millions in the bank. That’s not my goal… My energy, my focus, and my passion is your babywearing journey.” - [38 min]

This might sound dreamy, but it’s just the truth. If Hana Baby never makes me rich, I’ll still consider it a success.

Because my measure of success has never been about money. It’s in the messages from parents who say, “This changed everything.” It’s in the pictures of sleeping babies nestled against their parent’s chest. It’s in the DM that simply says, “Thank you, we finally found what works.”

That’s the stuff I want to build a business on. That’s the energy that keeps me going.

The Hana Baby Expand: A Carrier Made With You in Mind

We also spoke about the Hana Baby Expand, our feature-packed, consultant-designed buckle carrier.

“There’s so many features to the Hana Baby Expand… I forget them all!” - [56 min]

And honestly? That’s not just me being forgetful. It’s because there was so much love and intention poured into the design of the carrier. It was shaped by conversations, real ones, with parents, consultants, and sling librarians. Every design tweak came from lived experience.

We want it to adapt. To breathe. To carry you through those early months and beyond.

From the soft, breathable fabric to the detachable hood, from the clever panel adjusters to the waistband that supports rather than digs, it’s all there for a reason. It’s not flashy. It’s functional, intentional, and lovingly made for real bodies and real lives.

I’m Here to Walk With You - Not Just Sell to You

“I want to hold our Hana Baby parents’ hand and say: anything you need, I will deliver it. If you need instructions in a way that you can learn from, I will create it. If you have a question I don’t know, I will go and find it for you.” - [45 min]

That’s the promise. That’s the heartbeat of Hana Baby.

I don’t want to drop a sling in your lap and disappear. I want to walk with you. To answer your questions, create better resources, and remind you that you’re doing better than you think.

We’ve even created an interactive map to help you find your local sling library or consultant, because we truly believe that hands-on help, from someone who’s walked this path, can make all the difference.

The Future of Hana Baby: Rooted in Care

We’re not going anywhere. We’re not rushing growth. We’re taking each step with intention.

We’re collaborating with educators and small businesses who share our heart-led approach. We’re building more learning materials that reflect how you learn best. And we’re listening. Always listening.

At Hana Baby, you’re never just a customer. You’re part of the village.

If you’ve ever felt unsure of where to start with babywearing, if you’ve ever doubted your instincts, or felt like you just needed a little extra support, you are exactly who we’re here for.

I’m so grateful to Laurna and Gemma for holding space for this conversation, and I hope, whether you listen in or read along, it reminds you that there’s no “perfect” way to do this. There’s just your way. And we’re here to walk beside you.

With love,

Jenny x

P.S. Universe, if you're reading this...
I do want Hana Baby to be successful and profitable - while helping people and doing what I love. So please don’t take this as a sign that I don’t want an abundant, thriving business. I absolutely do.

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