I wasn’t sure if baby showers were such a thing in the UK, once considered a purely American tradition, they've quietly become mainstream, some estimates suggest around half of expectant mums now hold one. Driven by social media, influencer culture, and honestly, a genuine desire to mark the milestone, these pre-birth celebrations have surged since the early 2000s.

 

And even if you don't do a full "baby shower" as such — like me — there's usually still a gathering or a lunch. (Mercifully without the games. Do we really want to guess the labour vs orgasm face? Or fish out a chocolate bar from a nappy?.)

 

What there always IS, however, is the WhatsApp group.

"What shall we get her?"

100 messages later, someone smug has already sorted it their own present, and the rest of us are twiddling our thumbs.

 

The inevitable result? We end up at The White Company (nothing wrong with that, truly), or we default to something deeply practical,  like a baby monitor. Which she needs, yes. But is it the gift of a best friend? Probably not.

 

We want to see our friend thrive in parenthood. We want to genuinely help — without turning up and doing her laundry (which seems to be the postpartum guilt trip dialogue currently on socials: "you're a bad friend if you don't show up and do your friend's washing."). We want to be the kind of friend who gives her something that actually changes how those early weeks feel.

 

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This is where Amae comes in. Through Amae, friends can club together and give gifts that truly matter. 

• A babysitter for an evening so she can have that glass of wine with you, baby-free

• A facial and manicure to get her pre-baby glow back and restore her confidence in her new body

• Meal delivery or lactation cookies — real nourishment to fuel her recovery

• A postpartum doula for a few hours a day, to help around the house and with the baby

These are the gifts that don't end up in the loft. The ones she'll message you about weeks later saying "that was the best thing anyone did for me." Amae makes it simple for a group of friends to pool together and give something meaningful — no 100-message thread required.