# Next of Kin — Lisa Recommends

> Local, Mum-owned baby and kids brands all in one place.

As a Mum, Emma couldn't find baby clothing which checked all the boxes: functional, attainable, and still cute. So she took inspiration from my little one, from Dubai, and worked on creating it herself.   
**Where to buy:** https://nextofkin.ae/  
**URL:** https://lullabies.ae/lisa-recommends/next-of-kin

## Hi, I'm Emma,

The Founder of Next of Kin, and Mum to a 2-year-old rascal.

Before becoming a Mum, I was a Fashion Buyer who worked for all sorts of brands, from high-street to luxury. I tried to return to Buying when my daughter was 4 months-old and I couldn’t extend my maternity leave any longer, but ultimately the stressful days and travel was not compatible with a breastfed baby who was refusing a bottle (I told you she’s a rascal!).

Whilst out walking with my daughter I would often think about the types of kids clothes I would like to buy for her, but it wasn’t until my partner said in passing ‘Next of Kin would be a great kids brand name’ that the idea stuck and I couldn’t shake it.

I was first drawn to creating a podcast [_Next of Kin The Podcast_](https://podcasts.apple.com/us/podcast/next-of-kin-parents-podcast/id1690314155) as a passion project. I feel so fortunate to have met so many incredible people who have recorded with me as guests and are now part of my 'village' as well as yours.

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## Our commitment

In between recording podcast episodes and spending time with my baby, I set about working on the _Next of Kin_ baby clothing brand, trying to figure out if my ideas were feasible. I wouldn’t launch unless I could create a brand that ticked all of my boxes:

**Affordably priced** because they grow out of their clothes too quickly and I was fed up of paying more for fashion in UAE than other countries.

**Cute, timeless designs** that can be handed down for years to come.

**Designed by Mums for Mums** because it takes a Mum of a wriggly tot to know how important a well-placed zip or popper is to minimise fuss when dressing and during nappy changes.

**Appropriate for the warm UAE climate** all year round. With options to keep cool but also cover limbs from the sun (and the over-zealous AC!).

**Community** is central to Next of Kin. From the supportive followers of the Podcast & [Instagram](https://www.instagram.com/nextofkin.ae/), to the feedback loop from our customers to be able to create even better clothes going forwards. And giving back, with our [preloved initiative](https://nextofkin.ae/pages/preloved-initiative).

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## Booking and contact

- WhatsApp Lisa: **+971 58 550 2780** — fastest channel, monitored personally.
- Email: lisa@lullabies.ae
- Every service page carries live geo-localised pricing and Stripe checkout.

Full site map for agents: [llms.txt](https://lullabies.ae/llms.txt) ·
[agents.md](https://lullabies.ae/agents.md) · [sitemap.xml](https://lullabies.ae/sitemap.xml)