Our Story

Heidi Rose was created with love by husband and wife team Lauren and Quinten de Graaf. Australian born Lauren and Dutchman Quinten’s first encounter was as teenagers in the Bahamas.

They both returned to the islands independently and upon serendipitously meeting again sparks flew and their journey began. The couple had their first child, Marius, and soon welcomed their daughter, Heidi Rose, into the world. Lauren, whose background is in Health and Wellness, naturally sought to discover the very best organic products for her children. She found that sustainable, natural products and environmentally-friendly play accessories were hard to find.

The family decided to leave their island roots behind for an adventure in the big city. They made the move to London, welcomed their third child, Balthazar, in 2018 and finally decided to take matters into their own hands. After considerable planning, and a lot of late nights, the Heidi Rose brand was born.

A message from Founder, Lauren de Graaf

The idea for Heidi Rose first came to me after having my second child- the brand is her namesake! I am the type of mother who is constantly capturing my little ones’ moments and celebrating every possible wholesome event in their lives.

When Heidi Rose was a few months old, I remember laying her down on a rug in her nursery with a cardboard milestone card and thought, I wonder if there is a more interesting way to capture those special occasions. Bit by bit, I started to research different products on the market.

Organic products that are sustainable, fabric accessories rather than disposable items, and brands that offer personalisation without actually altering the look and feel of the piece. I found very little available on the market and what I did find I thought could be improved aesthetically.

Heidi Rose is a family affair. Our children use the products for play and sleep and we have poured years of energy into our collections. We are a husband and wife team raising three kids, with another munchkin on the way; surviving numerous lockdowns and home-schooling, all the while trying to launch our brand. After quite the adventure and a lot of stumbling blocks, we are finally ready to share the Heidi Rose Collection; and we couldn’t be more excited!