After giving birth to each of her three children, Shiba received many we'll-intended gift boxes and hampers, but found that they all lacked sentiment and we're full of products packaged in excessive plastic. Shiba realised that the wasteful baby gifting culture needed a shakeup and started to curate a selection of gifts that new parents we're excited to receive and gift givers we're proud to give. She launched her brand, The Baby Gifting Company and continues to make sure that every product she provides, from exquisite cashmere to beautiful wooden toys, is designed by a parent, for a parent.