OUR VISION
To lead the transformation of the global children's industry into the first fully sustainable, ethical, and circular category, ensuring a thriving planet for future generations.
ABOUT THE FOUNDER
Nicola
With over 35 years in retail and a deep connection to the baby and children’s sector, our founder created THE NEST to help brands grow with purpose.
She’s a passionate advocate for conscious retail, working closely with manufacturers, retailers, and founders to turn ethical intentions into impactful, profitable businesses.
Her mission is simple: to protect children and our planet by supporting brands that care and helping them thrive.
OUR MISSION
Through strategic consulting, collaborative partnerships, and educational initiatives, we empower businesses and consumers to create ripples that form the wave to turn the tide toward sustainability. Our goal is to equip 1,000 businesses and reach 1 million consumers with actionable tools and knowledge by 2030.
Meet the Team
Our advisors are specialists with decades of experience in the maternity, baby, and children's products industry. Specializing in supporting businesses like yours, we bring unparalleled expertise, deep industry knowledge, and a passion for helping brands grow and succeed. From product development to market expansion, we're here to guide you every step of the way.
OUR VALUES
OUR SEFAR VALUES
These are the values that shape how we work with clients, collaborators, and the children’s industry at large.
SUPPORTIVE
We create a safe, collaborative space where ideas and people can grow, because real change starts with meaningful partnerships.
ETHICAL
We hold ourselves to high standards of fairness and transparency, and we only work with those who do the same.
FUN
We bring energy, curiosity, and joy to the work we do, because conscious business should be as inspiring as it is impactful.
AUTHENTIC
We believe in honesty, consistency, and walking the talk. We’re not here to posture, we’re here to make a difference.
RESPONSIBLE
We act with care for people and our planet. Every decision we make is grounded in long-term thinking and the legacy we want to leave.
Our Sustainability Commitment
We exist to make the global children’s industry the first truly sustainable, ethical, and circular category — to protect our planet for future generations and help us all become good ancestors.
Our sustainability approach is rooted in our SEFAR framework:
Sustainable, Ethical, Future Thinking, Affordable, and guided by R⁵: Reduce, Repair, Reuse, Recycle, Reimagine.
We are committed to:
- Minimising waste and prioritising digital-first practices.
- Collaborating only with ethical and transparent partners.
- Reducing travel emissions and offsetting where necessary.
- Sharing knowledge that drives conscious change across the industry.
- Promoting diversity, inclusion, and social equity.
We believe sustainability is a shared journey. By embedding these values in everything we do, we aim to create ripples that form the wave of change our planet and our children deserve.
PROUDLY SUPPORTING THESE UN SUSTAINABLE DEVELOPMENT GOALS
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WHO WE SUPPORT + WHY
We believe that if we all start to make even small contributions we will collectively make a significant impact, so we support and partner with these amazing organisations to help us make a positive impact on people and our planet .
Together we can start the ripples, that make the waves, that will turn the tide.
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