Baby Avenue is owned by an adorable couple with two gorgeous kids! Their story started with a chance meeting in Copenhagen one day and they have been inseparable ever since. Sarah is Kuwaiti-Danish and was born in Denmark and spent most of her life there. Mohamed is Palestinian and born and raised in Copenhagen. Their stories intertwined and now here they are, in Kuwait, and owners of Baby Avenue, a concept store that focuses on products for the little ones and the mamas.

When they first got married, Sarah and Mohamed had a vision board, that they hung in their kitchen to put all their goals and dreams on. They knew they wanted children immediately and this board served as a reminder of all these ideas and dreams they wanted to not lose sight of or forget after becoming parents. “It was super important to us that being parents shouldn’t put our lives or dreams on hold but rather the kids should be a part of them.”

Sarah jokes, “One thing on our list was to start up a business together, but we never imagined that it would one day lead us to be living in Kuwait and geeking out on the latest trends in baby clothes and accessories. It’s been a fun ride to say the least!”

Sarah and Mohamed now have two kids. A lovely two and a half year-old girl named Maya and an adventurous 9-month-old boy named Malik. Sarah and Mohamed tell us that “our children are our main inspiration. We always want what is best for them. As any new first-time parent venturing into new territory, you spend so much time always researching what to do/not to do and what is best for your children. Coming from Denmark, a country known for being very child-friendly, we wanted to bring some of the celebrated brands with us to Kuwait.”

Sarah and Mohamed had the idea of Baby Avenue after visiting family in Kuwait while Maya was still 6 months old. It quickly took off from there and not even 10 months after that trip, in October 2022, the family packed up their life and headed to Kuwait. This was no small feat; Sarah was 6 months pregnant at the time. However, they managed to juggle a toddler, a pregnancy, a shift halfway across the world, and working on setting up their own business.

“The main thing was to make something that reflected who we are and that we would be proud of. Our vision for Baby Avenue is to help parents in providing the best childhood possible for their kids by creating the friendliest place in town for quality brands that you don’t want to live without as a parent. No questions being too small or too big – with Sarah or Mohamed on the other side ready to help,” they both share.

They add that “we just try to stay true to ourselves and be a bit different by being personal to provide parents with an experience that feels genuine and heartfelt. We look for the best brands in the world and carefully select those that align with our ethos. You won’t find 1000 brands (yet) but instead brands and items we vouch for – we always love to search high and low for new things to bring that share our commitment to quality, style, sustainability and functionality that works for parents and kids alike.”

The two-man army does most of the work for the brand themselves, this includes everything from sourcing brands, website design, marketing, social media, and customer service to packaging and delivery. They often use Maya and Malik to test some of the products to make sure that they are engaging and interesting enough for little hands and minds.

This has been a whirlwind journey of parenting and entrepreneurship for the Baby Avenue family. We can imagine that challenges have been numerous to say the least, but we are excited to see how the brand grows.

At present, some of the brands you can find at Baby Avenue include Konges Sløjd, Molo, Hevea, Tissi, Jorgen House and Najell each known for their exceptional products and dedication to making parenting a little easier and a lot more stylish.

TRUTH OR DARE QUESTIONNAIRE
How would your mother describe you in one word?
S: She’s unfortunately not with us anymore but I feel that she would say “Brave”.
M: Compassionate.
 
How would you describe your mother in one word?
S: Strong.
M: Loving.
 
What is the most ridiculous question you’ve ever been asked?
S: When people ask me if I slept well knowing I have a toddler and a baby.
M: A friend once called me at 3am asking me if I was up for going fishing now. I wasn’t.
 
What is the most spontaneous thing you’ve ever done?
S: Went on interrail in Europe for three weeks without a plan.
M: Saw a Facebook post about running a marathon in the Sahara desert, signed up immediately, and ended up running in hiking boots as my luggage got lost in transit.

What is your theme song?
Not with our own will but for the past year, it’s between wheels on the bus or Baby Shark!

What word in the English or Arabic language do you wish you had invented?
Yallah! Short and sweet and almost universal by now.
 
Where would you like to live?
S: In a house with rural tranquillity, close to the water and with lots of fresh air and beautiful nature.
M: Palestine.

What is your dream retirement location?
We saw this video once with people living super simple in a mobile home and just going from place to place. That looked fun!
 
What is the first famous quote that comes to your mind?
S: I believe it is an African proverb that says: If you want to go fast, go alone. If you want to go far, go together.
M: Not sure if it’s famous but one of my heroes, Muhammad Ali once said: “He who is not courageous enough to take risks will accomplish nothing in life”  

Which animal best describes your perfect partner, be it in business, or in life?
S: A dog. They are loyal, caring and likes to cuddle!
M: I was sure Sarah would say elephants. I really like monkeys, but I will go with elephants for this one – they are intelligent, strong, caring and loyal.

Do you miss anything from your childhood and if so, what is it?
S: Being outside playing without a care in the world and without screens until the sun went down.
M: Playing in the snow.

If you could change your name, to what would you change it?
S: I like Sarah – it’s universal and easy to remember.
M: Same for me.
 
How would you describe your handshake, in one word?
S: I’m a hugger, I like to hug!
M: I’m staring at my hand now… Normal, I hope.  

What is the toughest part of your character?
S: Not afraid of making hard choices.
M: Tenacity.
 
Who is your favorite historical figure?
S: Nelson Mandela.
M: Malcom X and Muhammad Ali come to mind but if I had a time machine I would have loved to experience Oum Kalthoum live.
 
What in the world do you least desire?
S: Ugh, so many to choose from. Injustice and spiders.
M: Same but I can live with the spiders.

What do you think is lacking in the world, which [if there were more of it] would make the world a better place?
S: Unity and empathy.
M: Selflessness.
 
Why do you think most people who do, like you?
S: I would like to think it’s because we don’t take ourselves too seriously.
M: My best guess is they like Sarah and her cooking – she makes the world’s best chili!

Finish this sentence: “Happiness is…”
Those “small” everyday moments that life spontaneously throws at you. When we burst out in laughter or dancing to a tune. Oh, and liquorice – that makes me pretty happy too!

We are so excited by all the brands we have found on Baby Avenue and we love the lovingly selected product range. If you haven’t guessed already, we are customers. Check out their collection on www.baby-avenue.com or on Instagram @babyavenuekw – we don’t think you will be able to resist!
All photos used in this article are by Stephanie Mcgehee.