Please assign a menu to the primary menu location under menu

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 daughter Anara Ama.

Shabs, 38, made her first fabric wrap after she found that she constantly struggled to carry her baby and the pram up the stairs to her first floor flat.
Fashioning her own baby carrier was a turning point and the start-up seamstress credits the sling with helping her overcome her own postnatal depression.
The babywearing guru realised the huge amount of physical and mental benefits that the skin-to-skin contact with the stylish slings provided. Not to mention also being 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. It has so many benefits to both mum and baby. 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 which have been recently launched.
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 couldn’t wait to start using the wrap again when my son Micah was born. All the cuddles and closeness, it really was a wonderful feeling, so comforting for both mum and baby!

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

“Our wraps are made from five metres of fabric with a one way stretch, which means they won’t sag so baby feels secure.
“I’m passionate about sharing the multiple benefits of babywearing for both babies and parents. There is nothing more peaceful than looking down and seeing your baby asleep on your chest – it’s a wonderful feeling and as far as I am concerned that was the part that saved me.

“I would love to be able to share that message with other mums who might be going through depression, struggling to cope or get out of the house. The simple act of keeping baby on your chest helps so much.”

Alongside winning several awards, Amawrap has been acknowledged as a ‘hip-healthy’ product by the International Hip Dysplasia Institute. The slings are also beneficial for colic and reflux babies.

Shabs, who donates wraps to hospitals, including Northampton General Hospital, has become an authoritative voice on the health benefits of babywearing.

This mum on a mission now aims to help new mothers, providing advice and educating them about babywearing, 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 babywearing, 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.”

Contact Amawrap at or 07930 383427