About Us

Meet the family...

Like most mum-centered businesses, Kiindred evolved from the needs of a new mum. Before having children, Emmy had a pretty clear idea of how she thought her parenting journey would go - but like so many mums, she quickly realised that nothing could prepare her for the reality once she finally held that precious baby in her arms. "I noticed a lack of easy-to-digest content that was targeted to the millennial parent - me. I didn't have time to search for the answer, and all the information was either too 'mumsy' or outdated. The parenting space hadn't caught up with the change in generation, and the way we consumed content."

This is when the Kiindred journey began

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Co-Founder & Head of Content

Emmy Samtani

I had a pretty clear idea of how I wanted to start my parenting journey, but nothing prepared me for what lay ahead once I had my precious newborn in my arms.

I remember that very moment my newborn 'wake up' at the 6 week mark, and this 'go with the flow' mum quickly realised there was a lot more I needed to learn about my baby's needs. "New parents are often bombarded with so much information and opinions, that it can be overwhelming and downright confusing knowing who to trust. I knew there was an easier way!"

Emmy

Co-Founder & Head of Product

Sabir Samtani

Life was pretty cruisy before our little ones were born I thought I was prepared for it, but who was I kidding. While dad does get the easier part, nothing can prepare you for what's about to come. Would I swap it...never. I remember we had our eldest daughter away for the weekend with family. She's the leader of the pack, the one who gets up to mischief and turns the house upside down. She influences the other two. With her away, calm took over our home. We both loved it (for a few minutes), and then we wished we had her back. Parenting might be tough and all that, but you wouldn't have it any other way.