Like most mum-centered businesses, Kiindred evolved from the needs of a new mum. Before having children, Emmy had a pretty clear idea of how she thought her parenting journey would go – but like so many mums, she quickly realised that nothing could prepare her for the reality once she finally held that precious baby in her arms. “I noticed a lack of easy-to-digest content that was targeted to the millennial parent – me. I didn’t have time to search for the answer, and all the information was either too ‘mumsy’ or outdated. The parenting space hadn’t caught up with the change in generation, and the way we consumed content.”

This is when the Kiindred journey began