Jeanie baby, a premium baby tableware brand born on a Melbourne kitchen bench during maternity leave, has achieved international recognition less than a year after its founding. The brand, created by Imogen Rugg in 2025 while caring for her daughter Scarlett, has sold more than 10,000 products and recently celebrated its first six-figure month. It is now launching in the United Kingdom after being selected for British Vogue’s Children’s Campaign.
From Nap-Time Orders to Global Recognition
Rugg started jeanie baby from her home, packing customer orders between her baby’s naps. Within nine months, the business outgrew the family home and moved to a third-party warehouse. The rapid growth culminated in a feature in British Vogue, placing the young Australian brand alongside established names in children’s fashion and lifestyle.
“To see a brand I started during maternity leave recognised by British Vogue was incredibly special. It’s one of those pinch-me moments,” Rugg said.
A Solution to Plastic-Free Feeding
The idea for jeanie baby came from Rugg’s own struggle to find stylish, practical, and plastic-free baby feeding products. “I was becoming more conscious of everyday swaps we could make at home and struggled to find baby feeding products that felt elevated, practical and aligned with the choices I wanted to make for my family,” she explained.
The result is a collection of premium stainless steel bowls, plates, cups, and cutlery designed for durability and modern aesthetics. The products offer an alternative to plastic feeding items and are built to withstand the mess of family mealtimes.
International Expansion and Growing Demand
After conquering the Australian market, jeanie baby is now officially launching in the UK, introducing its stainless steel feeding range to families overseas. The brand’s success reflects a growing trend of Australian founders building businesses around products they wished existed, using online communities to find loyal customers before expanding internationally.
Rugg acknowledges the challenges of balancing entrepreneurship with raising a young family. “Building a business around babies, nap schedules and family life has been chaotic at times, but incredibly rewarding. We’re still very much in the thick of it, and so excited for what’s next,” she said.
EOFY Sale Offers 30% Off
For parents looking to refresh their little one’s mealtime essentials, jeanie baby is currently running an end-of-financial-year sale with 30 per cent off sitewide. This offers an opportunity to stock up on premium stainless steel tableware before the brand’s next phase of international growth.
From packing orders during maternity leave to landing in one of the world’s most famous fashion publications, jeanie baby has achieved in months what many businesses spend years chasing. Its latest UK expansion suggests this homegrown Australian success story is only just beginning.
