Carrying Community to #doDifferent
There is a specific kind of magic in the word Ubuntu. We hear it often, but to truly feel it—to live the "I am because we are"—is something entirely different.
In the world of new parenthood, where the nights are long and the days can feel strangely isolating, finding a brand that doesn't just sell a product, but actually holds you, is a rare find. That is exactly what Shannon McLaughlin did when she sat at her kitchen table in 2015 and decided to change the way South African moms move through the world.
Today, we’re looking at Ubuntu Baba, a brand that is "doing different" by weaving community, local empowerment, and radical kindness into the very fabric of their baby carriers.
Like so many great innovations, Ubuntu Baba started with a frustrated mom and a colicky baby. Shannon found herself overwhelmed, unable to find a carrier that was comfortable for her C-section scar, easy to put on alone, and breathable enough for the South African heat.
Instead of settling, she looked to her roots. She saw the way African women have carried their babies for generations—close, secure, and part of the daily rhythm of life. She realised that babywearing wasn't just a "convenience"; it was a lifeline for mental health and bonding.
With the help of her parents (her dad in backpack manufacturing and her mom in fashion), the first Stage 1 carrier was born. It wasn't just a business move; it was a mission to help parents step back into the world with confidence.
In a world of mass production, Ubuntu Baba chose a different path. Every single carrier is handmade in their factory in Retreat, Cape Town. When you buy an Ubuntu Baba, you aren't just supporting a brand; you’re supporting Charmaine, Sandra, Fazlyn, and Nadia. These are the artisans whose hands Meticulously cut and stitch every seam. By keeping production local, Ubuntu Baba provides stable, meaningful employment in an area where it is desperately needed.
As Shannon often says, "I didn't set out to build an empire; I started my business to feed my family and give something back." That heartbeat of local empowerment is what makes the brand a true South African success story.
"Ubuntu is the notion that people cannot exist in isolation... these are the friendly faces of the local artisans who work together to make a product that meets the needs of mothers across the country."
Doing different means looking beyond your own customer base. Ubuntu Baba understands that while their carriers are a "motherhood essential" for many, there are thousands of moms in underprivileged communities starting their journey with nothing.
That’s why they’ve partnered with Hatch, a Cape Town-based NPO.
The 1% Commitment: Ubuntu Baba donates 1% of every single sale to Hatch.
Newborn Starter Packs: These funds go toward "Hatch bags"—starter kits filled with essentials like blankets, baby grows, nappies, and toiletries for moms in need.
Closing the Loop: They also encourage their community to donate pre-loved Stage 1 carriers and newborn clothes, ensuring that the spirit of Ubuntu reaches every corner of the city.
It’s not just about the organic hemp fabric (though it is incredibly soft) or the ergonomic design. It’s about the fact that Ubuntu Baba chooses to be real. Their blog and social media are spaces for vulnerability—sharing the raw birth stories and the "messy middle" of parenting.
They’ve recently transitioned to new ownership under Soria and Susan, two women who share the same passion for local manufacturing and ground-level growth. It’s a new chapter, but the soul remains the same: a commitment to the well-being of the South African family.
Ready to join the community? Here is how you can support the Ubuntu Baba mission:
Shop Local: If you’re a new parent (or looking for the ultimate baby shower gift), invest in a Stage 1 or Stage 2 carrier.
Donate Your Pre-Loved Gear: If your baba has outgrown their Stage 1, don't let it gather dust! Contact Ubuntu Baba to find out how to donate it to a mom in need through their Giving Back program.
Spread the Word: Follow them on Instagram and share the stories of the artisans behind the brand.
Ubuntu Baba reminds us that we are all connected. When we support a local business that gives back, we aren't just buying a product—we are helping to carry a community.
Because at the end of the day, we are because they are.
