Who we are

We are AWL Baby.

AWL Baby began with love — first learned from our two fur babies, W & L, who showed us just how deep our hearts could grow and taught us that we could love enough to become parents.

Soon after, our little baby arrived — the “A” in AWL — and everything changed. In those early newborn days, this mom found herself searching for soft, functional pieces that truly made caring for a delicate baby easier… and coming up short.

And that’s how AWL Baby was born.

(Pronounced like the word All, with a bit of a New York accent)

Our mission is simple: to turn everyday dressing into a more joyful, stress-free experience. We create the softest, thoughtfully designed essentials, blending comfort, function, and just the right amount of innovation.

Each piece is crafted with real life in mind — smart utility features that make quick changes easier, support growing babies, and help busy moms feel a little more at ease.

Because we believe dressing your baby should be full of love, not frustration.

Made for babies. Designed by moms. Inspired by the ones who taught us how to love first.