08/03/2026
Today I stood at The Baby Show surrounded by parents, expectant mums, grandparents and industry experts… and I felt incredibly grateful.
Hugs & Suds started with a simple idea — to make one of the most stressful moments of early parenting safer and easier.
Bath time and shower time with a baby can be overwhelming. Slippery hands, crying babies, exhaustion… and often parents skipping their own self-care.
Seeing parents’ reactions today made every sleepless night building this business worth it.
Hearing:“Why hasn’t this been invented before?”“I needed this with my baby!”“This is genius.”
It reminded me why I started.
I’ve learned so much on this journey. At the beginning I made the mistake many founders make — ordering stock before understanding marketing and distribution properly.
But experiences like today’s show prove something important…
When the right people see the product, they immediately understand the problem it solves.
The feedback from expectant parents today has been incredible.
This is just the beginning.
Thank you to everyone who stopped by the stand, asked questions, shared your stories and supported the journey.
More hugs.Less struggles.
KivaFounder — Hugs & Suds Hugs & Suds Ltd Emma HarrisShenade CalderwoodThe Baby Show, Excel, London
