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Nicole and Kids

I’m Nicole Cassey, Mum, founder and CEO of Bubbaroo. My story to creating Bubbaroo follows in close step with the sleep story of my first child, Jacob…

As with every parent, my life changed forever after the birth of my son Jacob. When he came into the world screaming his lungs out in 2004, Jacob and I shared many sleepless days and nights with him in continual distress - he would stiffen, arch his back in pain and had an acute “startle” reflex. Three hospital stays, numerous GP visits and lactation consultations, I was going out of my mind with worry, my baby was in so much pain, refusing to feed and losing weight rapidly.  Jacob was finally diagnosed with severe Gastro-Oesophageal Reflux Disease, resulting in his failure to thrive.

To calm him and settle his ‘startle’ reflex, we tried to swaddle Jacob. Pretty soon he began to escape the traditional blanket and repeatedly kick it off - I nick named him Houdini. I didn't like using a traditional blanket because I need to pull it so tight and restrict his movement.  

Sleep deprived and desperate, I searched for a sleep swaddle solution that would allow Jacob freedom of movement without being able to kick himself loose.

There was nothing.

So I decided to create my own swaddle product.  As with most innovation, Bubbaroo’s first Joey Pouch® Swaddling Wrap was born of necessity, motivation and creativity. I’d finally created a one-size swaddle solution that comforts baby whilst allowing for movement of arms and legs without forcing them into a particular position.  A swaddle product that simulated a mother's womb.

At 4 months, when Jacob got busy rolling over and moving around the cot, keeping him covered again became difficult so I developed Bubbaroo’s Joey Swag® Baby Sleeping Bag as the essential complement and next step after the Joey Pouch® (this was before the launch of the Joey Pod Transitional Swaddle). For the lucky few who manage swaddle-free, the Joey Swag® Baby Sleeping Bag can be used for babies weighing over 4kg (8.8LBS). From an authentic niche, Bubbaroo was becoming a dedicated sleepwear range.

By the time my second child Emily Grace was born in 2007, she was able to benefit from the Joey Pouch Swaddle and the entire Joey Swag baby sleeping bag range until Em graduated to 'big bed' milestone. Bubbaroo’s unique travel system enabled us to use it when out and about when nap time called in both the car and pram.

Bubbaroo is an Australian owned and operated company. We’re a trusted Australian brand of safe premium baby sleepwear. All our products have been designed by me as a result of firsthand experience and based on extensive research into safe sleep.  With input from midwives, Red Nose (formerly SIDSand Kids and many other healthcare professionals, we conducted over a year of initial market research prior to launching.  

I know what it's like when your baby just isn't sleeping I've been there and remember feeling so overwhelmed, no one was listening to my concerns about my child's health - I felt like a number and that no one really cared.  I don't believe any mother should have to go through what I went through.  Yes, being a Mum is really hard work but I pursued so many different avenues to try to find answers as to why my "healthy" born baby was in continual distress, not thriving and not sleeping.  During this journey I was told "acid is over-rated", "you cannot feed this baby", "this is a Mother issue and just let it go".  I was relentless in my quest for answers and once we got to the bottom of Jacob's health issues, so he wasn't in constant pain and was gaining weight, I was able to work on improving his sleep.  We did get there and my journey with Jacob is what inspired me to create Bubbaroo.  I have a passion for sharing knowledge and community.  I believe that sleep is essential for our health and well-being.

Bubbaroo are different because we don’t try to be all things to all people. Our entire philosophy is to help families get the sleep they need in the safest possible way. We do one thing and we do it really well.  My primary goal is to help and support parents wanting to improve their babies sleep safely.  This is why we're presenting various workshops.  Our workshops are designed to provide parents with some insights into why their baby may be having difficulty settling to sleep or having sleep issues and some low stress techniques that can be implemented to safely improve baby’s sleep.  No two babies are the same and therefore we don't believe in a "cookie-cutter" approach to baby's sleep.

We’re committed to spreading the message on how to reduce the risk of SIDS. The organisation Red Nose (formerly SIDS and KIDS) do not endorse any baby care products. Bubbaroo supports Red Noses' (formerly SIDS and KIDS) safe sleeping recommendations.  I personally ensure our designs, fabrics, zips and all other materials adhere to our vision of premium quality, safety, functionality and workmanship. All our products comply with relevant Australian and European safety standards and are personally quality controlled by me together with an independent third party testing agency.

At Bubbaroo, we’re looking to the future. We’re developing new product lines such as the Joey Pod Transitional Swaddle as the second stage after the Joey Pouch and working with organic cotton and Australian wool.
We're focusing on our workshops and collaborating with various specialists and experts in their field who believe what we believe and have a passion to help and support parents and expectant parents.

As a parent myself I stand by our exceptional quality and specifically designed safe baby sleepwear, bedding and accessories backed up with latest research. We're known for our unwavering customer service, caring and supportive philosophy and integrity, our award winning brand means you have peace of mind... .

Bubbaroo. Helping Babies Sleep.