Curating Conscious Styles for Newest Family Members
By Hermoine Macura-Noble
Special to The Times Kuwait
When the newborn baby brand, Little Ones Arabia was founded, it did not begin as a business idea, it began as a mother’s search. Struggling to find beautifully curated, high-quality, practical baby products in soothing Scandinavian-inspired designs, the brand’s founder discovered a Danish label that changed everything. “It made me realize I could bring such products not only to my own family, but to the region,” explains Founder Kristina Sarksyan. That passion evolved into a distribution company and online boutique for Gulf parents seeking essentials that are functional, stylish, and built to last.
Founder, Little Ones Arabia
Today, Little Ones Arabia stands out through one defining philosophy: thoughtful curation. Each item is chosen with purpose—tested for safety, durability, and comfort, while maintaining an aesthetic that blends seamlessly into calm, modern homes. “Parents trust us because everything is tested, practical and sustainable,” says Sarksyan. Carefully curated gift hampers, designed with new mothers in mind, have become one of the company’s signature offerings.
Across the Gulf, newborn fashion is evolving toward understated elegance. Parents are increasingly drawn to breathable natural fabrics, soft palettes, and minimalist silhouettes that suit warmer climates; prioritizing comfort while still looking refined.
Alongside Little Ones Arabia’s curated labels, regional favorites such as Babyshop and Mumzworld are also catering to the demand by offering unique babywear collections as well as handmade items reflecting this shift toward quality, practicality, and timeless design. Neutral tones, organic cotton, and thoughtful detailing are replacing overly bright, disposable fast-fashion items, signaling a growing awareness of sustainability and long-term value.
Safety remains the foundation of Little Ones Arabia. The company works only with trusted European brands that comply with international standards. Many products are tested at home first, with feedback shared directly with suppliers whenever improvements are needed.
Cultural values also shape the brand. In Arab households, generosity and celebration are central, and Little Ones Arabia designs many of its hampers for milestone moments such as newborn welcomes, gender reveals, birthdays, and holidays, often presented in warm, neutral tones that feel both elegant and familiar.
Sustainability plays an equally important role. From organic cotton and eco-friendly fibers to backpacks and diaper bags created from recycled plastic bottles, parents are encouraged to choose better while wasting less. Even the packaging is designed for reuse, easily repurposed for nursery storage.
Sarksyan notes that many new parents focus on how things look and overlook practicality. Her advice: create an essentials checklist and stick to it. Must-haves include breathable muslin swaddles, high-quality sleepsuits with gentle seams, and a lightweight diaper bag with organized compartments. Above all, she reminds parents that nothing matters more than “the strongest, most comforting love of parents and family.”
Despite the competitive marketplace, loyalty continues to grow. “Every message from a happy family feels like a milestone,” she says. Looking ahead, Little Ones Arabia is expanding its offerings with new European brands, including the Dutch label Jollein, while developing a growing corporate gifting division across the UAE.
For Sarksyan, the message remains simple: slow down and savor the journey. “Parenthood can feel overwhelming. Cherish those early moments and choose the right products; they truly make the journey easier.” For Little Ones Arabia, beauty, safety, and intentional care go hand in hand, creating a gentler, more meaningful start for newborns across the region.
By Hermoine Macura-Noble
The first Australian English speaking News Anchor in the Middle East. She is also the Author of Faces of the Middle East and Founder of US-based 501c3 charity – The House of Rest which helps to ease the suffering of victims of war. For more from our Contributing Editor, you can follow her on Instagram, here.
