Hi There!
We are Simon & Bella, Fellow parent and babywearer
In 2024, after the birth of our daughter, our lives changed forever — in the best and hardest ways possible. Becoming parents opened our hearts but also revealed how overwhelming early parenthood can be. Between sleepless nights and constant feedings, one thing became crystal clear: true bonding doesn’t happen in perfect moments; it happens in the chaos — if you can hold your baby close and still move through your day.
But as new parents, we struggled to find a baby carrier that truly fit our lifestyle. Everything we tried felt either bulky, uncomfortable, or uninspired. The designs on the market looked like hiking gear — not something we’d proudly wear to a café, a walk through the park, or even just around the house.
We wanted something better — something that felt as good as it looked. A carrier that blended comfort, aesthetics, and practicality — so that parents could move confidently and stay connected to their little ones at every step.
So, with Simon’s background in product manufacturing and Bella’s experience in design and marketing, we created Amari — a brand born out of love, simplicity, and the belief that modern parents deserve both style and function.
Our mission was clear from the start:
To help parents stay close to their babies — beautifully, comfortably, and confidently.
Today, every Amari product embodies that promise: premium materials, timeless design, and thoughtful craftsmanship that supports real families. Whether you’re chasing errands, dreams, or just a bit of calm — Amari is here to help you carry love, hands-free.
From our family to yours,
Simon & Bella
Founders, Amari
At Amari, our story started the same way as many parents’: with sleepless nights, sore backs, and the overwhelming feeling of “am I doing this right?”.
We realized most carriers were either too bulky, uncomfortable, or extremely overpriced.
We wanted something better – a carrier that would truly support both parent and baby, without forcing parents to choose between comfort, safety, or style.
That’s why we created Amari: ergonomic, chic carriers designed for real life.
- Ergonomic M-position keeps your baby safe & supported.
- Hands-free freedom means you can bond while getting through your day.
- Modern design lets you feel like yourself again – stylish, confident, connected.
We believe that parenting shouldn’t mean sacrificing your comfort or your identity. With Amari, you carry your baby close – and carry yourself with pride.
We’re more than just a baby brand. We’re a community of parents who believe in:
- Connection over perfection.
- Bonding over stress.
- Style without the luxury markup.
Thousands of parents have already joined the Amari family across Europe – and this is just the beginning.