By 
Once a high-powered professional at Citibank in Canary Wharf, Shabs Kwofie’s life took a dramatic shift with the birth of her first child. Adjusting to motherhood proved challenging, with experiences like an emergency C-section, difficulties breastfeeding, and a lack of support, eventually leading her to postnatal depression. To find a path forward, Shabs immersed herself in research on postnatal depression and breastfeeding, leading her to valuable insights about the benefits of skin-to-skin contact.
Determined to venture outdoors despite obstacles, she faced a practical problem—her East London flat lacked a lift for her pushchair. Drawing from her family’s tradition of baby-carrying with slings, Shabs crafted a homemade baby wrap, which not only helped her navigate daily life but also became instrumental in her recovery from depression. Local demand soon grew, and her sling designs evolved into the brand Amawrap. Today, after seven years, Amawrap thrives, with parents worldwide embracing her cotton baby carriers.
As an advocate for the advantages of skin-to-skin contact, Shabs highlights that her slings offer a hands-free alternative to strollers, fostering close bonding and emotional well-being. “Using a baby sling fosters skin-to-skin contact, boosting endorphins like oxytocin. I truly believe wearing a baby wrap was key to overcoming my baby blues,” Shabs explains. Amawrap’s products, crafted from 100% cotton, now come in twelve vibrant colors, with new fabric patterns like Moroccan Star and Posy Rosy also available. Having dedicated herself fully to Amawrap, Shabs reflects that she’s never looked back.
