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, and finally decided to take matters into their own hands. After considerable planning, a fourth child (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 I became a Mother, I became instantly inspired by my children and took great delight in designing the most whimsical spaces for them and throwing unique and magical gatherings to celebrate some of life’s most special milestones. I did, however, have difficulty finding certain products when putting these things together. I looked for elegant products that I could proudly showcase around my home, that were organic, sustainable and made of fabric. 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 ranges. We are a husband and wife team raising four small children and learning as we go. After quite the adventure and a lot of stumbling blocks, we have finally launched our very first Heidi Rose Collection; and we couldn’t be more excited.