About us...

February 19, 2018

A few days ago we got to share loads of love over in the NINO Babywearing South Africa group during thier #retailersweek & #weekoflove. They asked us to share both our personal and business babywearing journey. I thought that we could share what we wrote here as well, so that you can get to know us a bit better! :) Enjoy. XX

[ASHLEY:] Hello! I am the owner of Soulful Baby Boutique. We stock a wide variety of ergonomic, affordable carriers. All of our carriers are imported from a company based in India called Soul. Soul manufactures baby carriers made from the finest Indian textiles in pure natural fibres (cotton & linen), using baby-safe dyes. All of their products are safety-tested by strict international standards. Soul jacquard fabrics come from an ethical and environment-friendly mill from Southern India, which uses only wind and solar energy to run their entire factory. They are a completely green manufacturing unit: moreover, after using the energy they need, they send their surplus energy into the grid to benefit the local community. You can read more about Soul here: https://soulslings.com/support/about-us.html


I first got in touch with them over 2 years ago, when I inquired about organizing a group buy. After emailing back and forth with them for a few days, they asked a question that would be the start of my journey as a retailer (eventually to become “Soulful Baby Boutique”)… “Does this mean that you will be our South African retailer?” I’ll be honest… It wasn’t a question I was expecting! But the more I thought about it, the more I liked the idea of it! Babywearing is something that I am so passionate about, and at the time there were very few options available in the babywearing community in South Africa. So I took the leap and agreed to become the South African retailer for Soul. I have loved every minute of my journey so far and look forward to where the future will take us. I feel so blessed to have been a part of many peoples babywearing journey and can’t wait to be a part of more in the future!

 This was my first ever Soul wrap... The one that started everything!


On a personal note… I feel in love with babywearing when I was 13 years old and a family friend let me wear her baby in a stretchy wrap. From that moment I knew I would wear my own babies in a carrier just like that. Fast-forward a few years to the opportunity when I got to “have my own baby” through foster care. I raced out to the fabric shop to make my own stretchy wrap and practiced with teddies, dolls or anything I could get my hands on! And when we got the call for our first foster baby, I popped her in the stretchy wrap and held her close until she was adopted 11 months later.

3.5 years have passed since then, 5 more babies have called our house their home, and way more carriers than I can count have moved in and out! Because I believe so deeply in the power of babywearing and more simply, the power of simply holding your baby close, each baby that passes through our home leaves with their own carrier to take with them, wherever life may lead.

Babywearing has been such a big part of my life for the last 3.5 years, I can’t even imagine life without it! It has connected me to people who I would otherwise have never known. And for that I am so thankful. <3

If you stuck it out and read this whole autobiography – Thank you!



Wishing you many special memories and cuddles in your carriers.


Keep them close <3



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