Hi, I’m Tina, the owner of So Beau Baby.

After three years as a stay at home mum to three little ones, and with a background in commercial interiors and project management, I decided a change in career direction was needed, and took over the reins of this incredible brand. I love good design, originality, quality, and kids, so So Beau Baby was the perfect fit!

I am super proud to be supporting, sourcing and stocking beautiful brands created by like-minded people, and I hope to continue bringing you the very best in ethical, eco-friendly and fun children’s (and parents’) products from NZ and around the globe!

A little bit about us..

The three rulers of our little busting-at-the-seams 30’s bungalow are Tess, our 6 year old artistic and dramatic negotiator, Harry, our 3 year old comedian with the best banter, and Finn, our cool and cruisy 2 year old who is going to eat us out of house and home.

Pre-kids we loved intrepid travel, overnight hikes, music, running events and good food, wine and coffee. These days we enjoy intrepid parenting and sleep deprivation. But still all of the coffee. And all of the wine. Definitely all of the coffee. And all of the wine.

I am CEO, COO, Creative Director, order packer, cleaner, the juggling and sometimes struggling Mum! He is the behind-the-scenes husband – CFO, Chief spreadsheet doer, and keeping my purchasing of the super awesome products for So Beau Baby in line – or at least trying to! But let’s face it, I still make the final decision, because happy wife happy life amiright?

Happy shopping, and if you’re in the neighborhood – pop by the store and say Hi! xx

Meet the Rest of the Team

Manager & social media marketer

Hi! I’m Sarah, the creative behind the So Beau Baby brand. I am Mum to Teddy, a wild little 3 year old who is mischievous, hilariously funny, and solely responsible for my G&T addiction! At work I am the photo-taker, pinterest scroller, one half of the So Beau Baby shopping team, retail manager and the face behind the instagram feed! You can find me in store most days, and you can follow along with Teddy and I on Instagram at @sarahmayjefferson

Store TEAM

Hey, I’m Cailin! I’ve been part of the So Beau Baby family since the opening of the very first store in Devonport. Personal trainer and administrator by profession, I have a genuine heart for people and aspire to provide the most value possible. On a Saturday, you can find me in store, reluctantly refraining from stocking up my future children’s wardrobes, and ready to help in any way I can!