About Us

About Us – What is Izmi?

Find out how Izmi was started and how Cheeky Rascals came to be what it is today.

If you do have any queries or questions please do not hesitate to contact us. This can be done via our contact form, alternatively you can give our friendly customer support team a call on 01730 895761 who will be happy to help. Customers can contact us Monday to Friday between 09:00 and 17:00.


Image of Emily Williamson the founder of Izmi


Izmi carriers have been designed, developed and tested by Emily Williamson, a mum of 2. Emily wanted baby-carriers to be as comfortable as possible, intuitive and suit every person for every occasion.

After years of strict safety testing Izmi has become a popular choice in sling libraries up and down the country and can also be found in major retailers.

Izmi carriers are super adaptable and also perfect for a wide range of parents and babies, coming soon we also have our new toddler carrier which is perfect for older children. Keep checking back for our new products coming soon!



Image of Cheeky Rascals founder, Selina Russell

Cheeky Rascals

Cheeky Rascals supplies parents with excellent, practical and intuitive nursery products sourced from around the globe. Founded by Selina Russell, Cheeky Rascals has always been about finding great products that make parenting that little bit easier.

Selina is a respected member of the nursery industry and sits on the board of the Baby Products Association.