In collaboration with The Tenth Wellness
Finishing your baby's nursery brings such a satisfaction. You have chosen the furniture and decor carefully, and everything has come together perfectly. The room is beautiful and waiting for your baby. It feels like readiness. And in so many ways, it is. However, in our engagement with parents, we have come to see that the room being ready and you being ready are not quite the same thing.
Most expecting parents are well-prepared for pregnancy. For the birth, even. What happens in the hours and days after birth, however, is something some parents are not prepared for in any real, practical sense. One of the areas where this unpreparedness tends to show up most often is in feeding your baby.
Many mothers feel they were given unrealistic expectations of feeding before birth, leaving them entirely unprepared when they had to do it. This is not because they did not try to prepare, but because the information available to them tended to focus on the benefits of feeding rather than the reality of it. New mothers who are breastfeeding have reported difficulties with their baby latching, with many describing feelings of distress and the sense that something must be wrong with them, when in fact, what they were experiencing was entirely normal, and entirely manageable with the right support.
This is why we are so pleased to be partnering with The Tenth Wellness for an evening that will be very valuable for expecting and new parents.
The First Feed: An Honest Evening with The Experts
On Thursday 25th June, 2026, we are opening our Chelsea boutique for an intimate, expert-led evening focused entirely on preparing you for the first feed. The Tenth Wellness is redefining postpartum care for the modern woman, and they are bringing a lactation consultant to have the kind of honest, practical conversation that no one ever gets around to.
The First Feed will be a space to ask the questions you might feel awkward asking elsewhere, whether that is about latching, about what feeding actually feels like, about which feeding style is ideal for you, about what to do when it does not go to plan, about how to know if your baby is getting enough, or about the support that is available to you. The experts joining us have supported hundreds of families through exactly this stage, and they will be available to ensure that you leave feeling more informed, more prepared, and less alone.
Guests are invited to arrive from 6:30pm for drinks and refreshments before the main discussion and open Q&A session. Every guest will also receive a goodie bag worth £100, and your ticket fee of £15 can be redeemed against anything you purchase in-store on the evening.
We will also be joined by a family photographer who will be sharing her tips on how to capture those precious early moments, so we’re encouraging you to bring along your partner. Consider it a practical evening for both of you.
Event Details
Date: Thursday 25th June, 2026
Time: From 6:30pm
Location: The Baby Cot Shop, 408 King's Road, Chelsea, London SW10 0LJ
Tickets: £15 per couple, redeemable against in-store purchases on the evening.
Reserve your place here.
The nursery is the room where your story with your baby begins. We want to make sure you walk into it feeling as prepared for that moment as the room itself is. We hope to see you there.