About Izmi

Izmi founder Emily Williamson with Cheeky Rascals owners Simon and Selina Russell

About Izmi

Here at Izmi want our carriers to be comfortable and intuitive; working with you and for you. Adaptable to suit every person, every situation, every day.

Emily Williamson is an experienced Baby-Carrying Consultant and the Izmi baby-carrier designer. Emily discovered baby-carriers when her son was born and after experiencing all the benefits of hands-free parenting. She then set up what is the now one of the busiest and long-established Sling Libraries in the UK, South London Sling Library.

Over the years, Emily trained with 3 Babywearing schools; The School of Babywearing, Slingababy and Canadian Babywearing School. She also delivered accredited training for The School of Babywearing and became a UK member of the Baby Carrier Industry Alliance (BCIA) & the British Association of Babywearing Instructors (BABI). She has helped thousands of parents with her collection of over 500 different baby-carriers in her Sling Library, and armed with her knowledge and experience Emily spotted a gap in the market for a lightweight hybrid carrier which offered the soft snugness of a wrap but the convenience of buckles; the idea for Izmi was born.

Emily hand-stitched the first Izmi prototype and pitched the concept to Cheeky Rascals for investment and distribution expertise.

Fast-forward a few years and after further development, safety testing and many trips to China and back – Izmi is now a firm favourite in Sling Libraries all over the country and available in major stores like John Lewis, Mothercare, Toys R Us to name a few and selected independent nursery stores.

If you would like to find out more information about Cheeky Rascals also more information on the founder of Izmi; Emily Williamson or how it all started please have a look at our about Cheeky Rascals page.