AmaWrap baby sling is a company created by Shabs Kwofie in 2012. She created it in an attempt to be more mobile and able to get out of her first floor apartment without lugging her pram down the stairs.
She realised that carrying her daughter in the wrap was helping her state of mind, clearing it up so to speak.
She had no idea how as at that point she had no idea about oxytocin, the benefits of skin-to-skin contact. The research came later.
Shabs started experimenting with different fabrics and styles. Comparing other wraps on the market, and sourcing in my own fabrics. She had her own groups of local mums who loved the idea and started buying from her. Shabs realised that she was in the honoured position to be able to help mums who were in her position – who struggled initially and needed babywearing to establish that bond that was lost through the traumatic birth.