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Why Hug-a-bub

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Our Inspiration

At Hug-a-Bub we understand a baby's very real need to be close to their parents and the parent's very real wish to get things done.  

In a perfect world, we would be advocates of "attachment parenting", a high-touch, responsive style of baby care that is described in "The Continuum Concept" as the best way to ensure babies are at the centre of activity without being the centre of attention.

This style of parenting is chosen because your baby is actually a "parent clinger" type of mammal (yes, your new baby wants to cling to you much like a baby possum or koala - that's why they cry when you put them down!). It's a style that we parents would once have naturally practiced if we'd followed our intuition and not been "taught". Many less modernised cultures around the world practice this style of parenting, often using some kind of sling. 

We can bring the two needs together, and help all parties - the parent, the baby and the planet - to find the perfect balance. A happy baby carried close to mum or dad in a Fair Trade and organic cotton baby carrier while they walk the dog, march against waste, do the shopping or sort the recycling.

The Mums Behind Hug-a-Bub

Suzanne Shahar

SuzanneAs a mother of 5, a childbirth educator and a doula (birthing support attendant) Suzanne has had the privilege of working closely with hundreds of pregnant women, mothers and midwives for over 20 years. 

Her personal experience as a young, first time mother many years ago, was quite shocking. She wasn't prepared for how demanding, isolating and tiring it would be. Certain of her choice to have a natural birth and breastfeed her first baby boy, Suzanne was disappointed to find a lack of information on parenting naturally. With little to go on she found herself unsure about trusting her instincts when it came to caring for him and was easily persuaded by well meaning advice. 

While pregnant with her daughter 10 years later Suzanne read a wonderful book called the 'Continuum Concept' that altered her as a parent forever. It described South American jungle tribes whose babies were carried by day slept with at night. Not only did these babies rarely cry, the parents showed no signs of being burdened by this considerable contact. When her daughter was born Suzanne carried her in a variety of slings much of the day and she slept with her at night. Not only did she love the closeness of the experience, it never felt overwhelming.

Since then baby-wearing has been Suzanne's passion. Since designing the Hug-a-Bub she has come to see how few parents are aware of babies very real need to be held, not to mention the countless benefits and advantages baby-wearing offers. Suzanne continues to study the psychology of holistic parenting and is committed to providing information, support and encouragement to others who are willing to follow their intuition.  In 2016, Hug-a-Bub was sold to Fertile Mind, a company founded by a champion of babywearing, mother, journalist and certified baby carrier instructor Christine Kininmonth. Christine and co-owner Peter Hooker are passionate about environment, truth in labelling, research into neural activation in infants, and environmentally safe and hip healthy baby carriers. 


Tania After 15 years of a great design career Tania was inspired to take off and trek across South America. While there, she was struck by how content and calm the children were. Eventually she realised that there were no prams. Instead babies were carried around in wraps on their mothers back. They suckled when hungry, slept when tired and went wherever their mothers did, whether to work, to the fields, to the market or simply were at home. They didn't need to have tantrums, they didn't need to scream to get comfort from their mother, nor food nor rest. Everything was within their reach, all day long. 

 Consequently Tania met Suzanne and the rest is history. There was no doubt in her mind that her life had taken a new direction. She left the design world and began promoting a wonderful baby sling and a parenting practice that the west had forgotten.

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