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Our Joey Story

JOEY is the creation of two sisters, Madison & Georgia, from the Mornington Peninsula in Victoria. Being only 19 months apart in age we have always been very close. We grew up sharing a room, we travelled Europe together and we now live only a few minutes walk from one other. We are also both mothers, Georgia has two daughters, Bonnie and Louie. And Madison has one daughter, Matilda. The idea for Joey was born over a breakfast catch up when we were both pregnant, we had no intention of starting a business together but by the time the scrambled eggs were finished, the ball for Joey had begun rolling. 
 
We are both big lovers of baby wearing - we loved doing it with our own babies and love to see others doing it with their little ones. We believe baby wearing is fantastic in assisting with bonding and developing a beautiful attachment between baby and parents/caregivers. There are many items that people discuss being 'baby essentials' but we honestly believe our wrap carrier is at the top of the list! We both used ours multiple times a day, every day during the fourth trimester.

 At Joey, we aim to keep ourselves and our brand real, down to earth and kind. Being a mama is an amazing role, but a tough one. Not only did we want to create a range of baby wraps but also have a place where we can communicate with each other and somewhere you feel you have a friend. Supporting mothers through the fourth trimester is an absolute dream for us, and it is the intention behind every product we create & sell.

Our Joey baby wraps come in many different styles and all these styles are made with a purpose - to help the wearer feel beautiful and trendy. 

We look forward to sharing all our mama tips and tricks and we hope you follow along on our Joey  journey.
Madison & Georgia xx