The story of
Love by Lily
Love by Lily began in 2018 with Jessica, a mum and the founder. Since 2020 she has been building it together with Christine, also a mum. Two mums who know every day what matters in a bag, on the floor and in the nursery.
The beginning
From play mat to lifestyle brand
It began with one big, soft play mat, made because they were looking for baby products that were as beautiful as they were practical.
From that one play mat grew a collection: play mats, rugs, changing bags and wallpaper. Everything is made to move with family life. Lovely at home, handy on the go.
Our approach
Designed for real life
We start with your day: out and about, at home, playing, travelling and resting. A product has to work in all of that. Beautiful follows naturally.
Our choices
Made to last
We design against the trends. Timeless shapes, thoughtful materials and a sturdy finish: made to keep using.
At the helm
Two mums, one brand
Jessica started Love by Lily in 2018 and designs the collections. Christine has been building with her since 2020, on our campaigns and community.
Together they lead the brand, with a dedicated team around them who work every day on products that make family life lighter.
What we stand for
Safe
Our play mats meet EN 71 (CE) and are OEKO-TEX® certified.
Thoughtful
From the compact Pocket to the Travel Mom Bag: every bag has a place for everything you carry.
Fair
Our rugs are hand-tufted and GoodWeave-certified.
We make products that make family life lighter. Not more complicated.
What we give back
Giving something back
Love by Lily is a brand by mums, for mums. That’s why we donate products ourselves to mother-and-baby homes and children’s hospitals, among others. With Share the Love, our creators can do the same.
Sustainability
What we pay attention to
Built to be kept
Timeless designs and a sturdy finish.
Tests and hallmarks
You can read more about our tests and hallmarks under Sustainability and certifications.
Fairly made
Our rugs are GoodWeave certified: made without child labour.