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Our Values

Zellie values

To Enlighten

We don’t just sell products. We enlighten and inspire our customers with useful information, support and advice. Our customers depend on us to provide accurate, well-researched insight from experts and from other parents, so they can feel informed and reassured every time they leave the house.

To Charm

We don’t take ourselves too seriously. Whilst we are inspired by nostalgia and traditional values, we’re not stuffy or old fashioned. We embrace the reality of parenthood with playfulness and warmth.

To Simplify

We make our customers lives easier because we make practical, adaptable products they can rely on. For us, functionality comes first, which means that every product is fine-tuned to meet customer need. Our customers feel empowered to confidently step out and enjoy stress-free adventures with their baby.

To Style

Our products are beautifully stylish and represent a special purchase for our customers. Whilst we are inspired by trends, our designs are classic, ensuring our products have a long and loving lifespan. Our uncompromising attention to detail results in products that are not only impeccably finished, but also exceptionally durable, meaning we stay with our customers on each step of their journey.

To Care

We care about our customers and their families. We understand their concerns, we’re sympathetic to their needs, and we genuinely care about making their lives a bit easier. That’s why we provide support every step of the way. And it’s also why we commit to providing exceptional service levels.