Running Next of Kin isn’t just about stocking our virtual shelves — it’s a deeply personal project. Every item you see on our store has been handpicked with love, care, and intention. As a mum myself, I know how overwhelming baby shopping can be — especially when you want products that are safe, stylish, and meaningful.
In this blog post, I’m giving you a behind-the-scenes look at how I curate every product for Next of Kin — from sourcing small, mum-owned UAE brands to choosing pieces I’d use for my own daughter.
🌱 It Starts With a Mission: Supporting Mummy-Owned UAE Brands
When I started to add other brands to the website, I had a clear purpose:To support small, mum-run businesses in the UAE and bring their beautiful, thoughtful products to more families.
I met so many fabulous brands during my own brand's journey and we all had a similar struggle of visibility, I knew we would be stronger together. So, when I begin looking for new products to stock, the very first question I ask is: Is this brand run by a mum?
I believe in the power of shopping small — not just for quality, but for the impact it makes. Every purchase helps a fellow mum grow her dream while raising her little ones.
👀 What I Look For When Choosing Products
1. Beautiful Design
We’re all drawn to aesthetics — especially when it comes to dressing our babies or styling a nursery. I choose items that are visually beautiful, and look great as gifts.
You’ll find everything from organic babywear and handmade toys to timeless nursery pieces — all designed to bring a little joy to everyday parenting.
2. Practicality for Parents
I’m a mum too — so I know that while something might look lovely, it also needs to be practical. I always ask:
-
Will this be used often?
-
Is it comfortable, safe and easy to care for?
-
Does it make life easier or more joyful for a parent?
If the answer’s no, it doesn’t make the cut - have you noticed that the sleepsuits on our website have zip closures or magnets instead of fiddly buttons?
3. Ethical & Sustainable Values
Whenever possible, I work with brands that care about how their products are made. That includes:
-
Sustainable materials like organic cotton or FSC-certified wood
-
Plastic-free packaging
-
Ethical production and fair wages
I want you to feel good about every purchase — knowing it supports small, sustainable values.
4. Unique to the UAE
One of the things I love most is discovering products you won’t find in big-box stores. Many of our brands make limited-edition collections, custom designs, or products created especially for the local market (think: Eid gifts, Arabic name signs, or desert-inspired prints).
🧵 How I Find New Brands
Some brands find me — and that’s always an honour. But I also spend time:
-
Browsing Instagram for new UAE-based creatives
-
Visiting local pop-ups and baby markets
-
Chatting with other mums who’ve discovered hidden gems
-
Listening to feedback from you — our customers
If you ever come across a beautiful, mummy-owned brand you think we should know about, please message me! I love discovering new talent.
🛍️ Testing Everything Before It Hits the Shop
Before any product goes live on the site, it goes through a few key steps:
-
Product testing: Many items are tested in my own home (usually with my toddler’s very enthusiastic help!)
-
Price point check: I ensure products feel fairly priced for the quality they offer
-
Brand values alignment: I always talk with the founder first — and make sure our values align
I won’t stock anything I wouldn’t personally use or give as a gift to a loved one.
🌟 Why This Matters
When you shop at Next of Kin, you’re not just buying a product — you’re:
-
Supporting another mum’s small business
-
Choosing quality over mass production
-
Gifting something thoughtful and unique
-
Helping grow a community of conscious parents in the UAE
Final Thoughts: Curated With Care, From One Mum to Another
Every product at Next of Kin is chosen with you in mind — the modern parent who wants beautiful things with real meaning behind them. I’m so proud to work with these talented UAE mamas and share their creations with you.
Thank you for being part of our journey — and for choosing to shop small, shop local, and support mums.
