top of page

Brand Spotlight · Heidi Rose London

Heidi Rose London is a lifestyle brand of childrenswear & kids accessories for families who love to play. And what kid doesn't love to play? The brand's ethos is built on the idea that children's milestones should be celebrated. Birthdays, first day of nursery, first day of school and all through the years. Heidi Rose has created a range of organic cotton accessories which are personalisable using attachable embroidered patches allowing children to express themselves, be creative and let their imaginations take flight. It was a real labour of love creating this brand for husband and wife team Lauren and Quinten de Graaf. Inspired by their first daughter Heidi Rose, they felt there was a need for customisable, eco-friendly accessories for children to track their special events and photograph their childrens' milestones. And so Heidi Rose was born.


About · Founder Lauren de Graaf first dreamed up the concept behind the brand while living in the Bahamas with her two eldest children. The idea came from a desire to capture her little one's milestones. When her first daughter, Heidi Rose, was a few months old, Lauren remembers laying her down on a rug in her nursery with a cardboard milestone card in order to take her picture. She immediately grabbed it and started chewing on it and that was that! So she wondered if there was a more interesting, and sustainable, way to capture those special occasions? What followed was a in-depth search to find products that matched up to this idea but there were very little and they lacked aesthetic appeal.

Having spotted this gap in the market for eco-friendly, fun and customisable ways to track these special events, Lauren and Quinten went on to develop the design of her products in London.

The aim · To bring high quality products into families’ everyday moments.

The customer · The modern parent who wants to capture all of their little ones first moments and celebrate every milestone, no matter now big or small! Our customers are eco-conscious and want products that will not only and feel wonderful but will also stand the test of time

Three years in the making, the brand officially launched in Summer 2021!

The Collection

The collection is a timeless range of planet-friendly accessories, décor and clothing for little dreamers, the collection features enchanting reversible patterns and reusable embroidered patches that allow each piece to be personalised. From pyjamas to playmats, to dress up accessories and blankets, everything is designed in London and handcrafted in India using the softest 100% organic cotton.

FABRICS & sustainability

Heidi Rose works with highly skilled artisans in India, using high quality organic cotton throughout their ranges. They spent a lot of time searching for premium organic materials so customers can feel good about the impact on the environment as well as knowing the fabrics are gentle against their child’s skin. Organic cotton is at the core of the Heidi Rose brand. From the beginning, it has been their aim to provide super soft, natural textiles. By using the softest GOTS certified organic cotton, they we pledge our commitment to the planet and their customers and they strive to be better at this with each passing day.

Lauren and Quinten were determined to create products that would stand the test of time throughout all of those magical milestones. They devoted so much of time and energy into creating products that are not only beautiful but multi-functional and safe, so parents can feel good about their children using Heidi Rose products.

The goal · To continually deliver products that offer diversity and longevity so parents & children can enjoy Heidi Rose products for years to come! Heidi Rose's products evolve with little ones, so they will be used and loved by families for many years - rather than being disposed of like so many other items we use today!




· NewbornS ·

Bonnie Playmat

Stylish, practical, with a 100% certified organic cotton removable cover, this super plush play mat cushions lets your newborn discover movement in a new world. Complete with ruffled edges, double-sided floral and bow prints and contrasting pink stitching, this beautifully crafted play mat can be personalised with the included 'Bisou Bisou Bisou' patch or lay down patches from the Girls' Patch Box Set to mark those special milestones. When she's old enough to wiggle away, this can double as a decorative mat for her room.


· CHILDRENswear ·

Bonnie celebration crown

& Milestone wand

This double-side crown allows little ones to let their imagination run wild, while the organic cotton material and padding makes this crown comfortable for girls to wear for hours on end. Dress it up with the included star patch or celebrate special milestones with patches from the Girls' Patch Box Set. A must-have for the little fairy, this beautifully-crafted, double-sided wand has whimsical tassel ribbons and bright stitching around the edges. With a magnetic insert it's easy to personalise with the included heart patch or patches from the Girls' Patch Box Set.


Lightweight, summery, and with a delicate floral motif, this enchanting pyjama set keeps little ones cosy for drifting away to sleep. The ruffled sleeves, double-layered embroidered collar, and balloon-shaped trousers add a touch of traditional elegance. Made from 100% GOTS certified organic super soft cotton, this pyjama set is not only elegant but it is also comfortable. Available in the following sizes: 2-3 years, 4-5 years, 6-7 years.


Calling all superheroes! Perfect for play dates and parties, these double-sided capes fasten with a child-safe gold popper button, making it easy to put on and take off. Each dazzling star on the back includes magnetic inserts, so when little superheroes aren't out saving the world, they can personalise their cape with the included 'Bonjour' patch from the Boys' Patch Box Set & 'Bisou Bisou Bisou' patches from the Girls' Patch Box Set.


Made with super soft, light weight, 100% GOTS certified organic cotton. This charming pyjama set combines a playful Asterisk print and classic piping to keep little ones comfy and looking smart as they drift off to dreamland. Available in the following sizes: 2-3 years, 4-5 years, 6-7 years


Every prince needs a crown and every wizard needs a wand. Complete with tiny gold bells, a soft herringbone ribbon and three magnetic inserts for playful personalisation. This double-sided crown allows little ones imaginations to run wild, while the organic cotton material and padding makes this crown comfortable to wear for hours on end. Jazz it up with the included shooting star patch or customise it with patches from the Boys' Patch Box Set to celebrate special milestones.

Shop Heidi Rose London via their website or in store at Semmalina Starbags in Chelsea & Store of Daydreams in the Netherlands. Heidi Rose products will soon be popping up in a few stores across the USA and The Bahamas! Watch this space.

What's next for Heidi Rose?

1 Lauren and Quinten are currently working on completing the ‘Dream a Little Dream’ capsule collection in the signature ‘Bonnie’ and ‘Augustus’ prints. They are very excited to announce that new products will be dropping in time for Christmas!

2 From there they are moving into more homewares and decor, offering various kits and kitchen items for families & children to enjoy together. The limited edition pyjama and clothing range while continue and there are a few other secrets to be revealed!

3 But here's a spoiler from Lauren, the Founder · 'You will start to see different prints and materials coming out by the end of the year and for Spring 2022, so stay tuned! We are bursting with excitement to share more products with you!'

Thanks to Lauren de Graaf, Founder of Heidi Rose for sharing her brand's story and collection with us. Your concept is inspiring and the result of your thoughtful design is fantastic!


bottom of page