Chelsea boutique, The Baby Cot Shop, is launching a new collection alongside its Interiors of Hope campaign. Bed linens, multi-purpose furniture and elegant décor feature in calming colours with uplifting symbols of optimism and new beginnings. Rainbows are also at the heart of the campaign; an iconic symbol of 2020 that the retailer is continuing for 2021.

“A new year needs a new outlook,” says Toks Aruoture, founder of The Baby Cot Shop. “After what has been a very challenging year for all, the campaign aims to spread hope and positivity amongst the motherhood community.”

Giving back is an important aspect of business for The Baby Cot Shop.

For this reason, its charity partnership with Fertility Network UK sees 15% of sales from the new Chelsea Cot donated to the organisation. This will help to aid the charity in continuing the crucial support and advice it provides.

Gwenda Burns, chief executive of Fertility Network, comments; “We are extremely grateful to The Baby Cot Shop for their generous donation of 15% from each sale of the Chelsea Cot Bed.

“2020 was a particularly difficult year. It saw all fundraising events cancelled at a time when our support and services were needed more than ever. This partnership will help us maintain and increase the levels of support and information offered to those who seek our help.”

The Interiors of Hope campaign will see support from celebrity mothers and mumfluencers alike using the hashtag #InteriorsofHope.

Click here to visit The Baby Cot Shop’s website.