Booming baby business

Former city highflier Shabs Kwofie turned mumpreneur after becoming a parent sparked the birth of her own global business. The Northampton mother-of-two swapped statistics for slings, making the move from high profile management roles to launching her own baby carrying business, Amawrap.

The successful businesswoman, who previously worked at Citibank in Canary Wharf, launched her own range of baby slings after making a baby carrier, following the birth of her daugtwhter Anara Ama. Shabs, 38, made her first fabric wrap after she struggled to reach her first floor flat with a pram and baby daughter in tow.

Fashioning her own baby carrier was a turning point and the start-up seamstress credits the sling with helping her overcome postnatal depression.

The baby wearing guru realised the benefits of skin to skin contact with the stylish slings also providing a hands-free alternative to prams. Due to demand Shabs started selling slings to fellow mums and Amawrap was born. The booming baby business is growing with parents worldwide now using her cotton carriers.

Shabs said: “Using a baby sling provides close skin to skin contact, which encourages the release of endorphins, including oxytocin. I am convinced wearing the baby wrap helped me overcome my own baby blues.”

The wraps, made from 100% cotton, come in 12 bold colours and the latest addition to the fabrics family are two new prints, being launched in September.

Shabs said: “After I gave birth to my daughter I initially went back to my previous position as a project manager and would work on the Amawrap business in the evening. Eventually I decided to dedicate myself to Amawrap. I gave up my day job and have never looked back. “I eventually had to outsource the sewing side of things and all of the Amawraps are made here in the UK, in Leicester. I used a baby wrap again when my son Micah was born.

“I have launched a new Amawrap website and am very excited to be expanding the business with the introduction of the new prints called Rosy Posy and Moroccan Star. Eventually I want to add more prints on a seasonal basis so the range keeps growing.”

Shabs, who donates wraps to hospitals, including Northampton General Hospital, has become an authoritative voice on the health benefits of baby wearing. Amawrap has won several awards since Shabs first set up the business. This mum, on a mission, now aims to help new mothers, providing advice and educating them about baby wearing, whether or not they own an Amawrap.

“Being a mum for the first time is daunting and you feel very vulnerable. At Amawrap our main aim is to help with advice about baby wearing, to help mums feel like they are in control again. If we can help these mums feel even a little bit more empowered then we have done our job.”

                                Shabs Kwofie Founder of Amawrap
Shabs Kwofie Founder of Amawrap

Contact Amawrap at or call 07930 383427.