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Beginnings
The idea for a project of my own was an old dream. LushiLush took shape on that ground of many thoughts, fears, and hopes, during my maternity leave. It gained momentum when my first child, Tudor, was still on the way. I went to dozens of courses, watched YouTube videos, sketched and reconsidered many ideas. The real plan was only finished after I held my baby in my arms and paid close attention to my own needs, as a mother. It grew and stayed with me as I became a mother of two, and I knew LushiLush was a brand built from love for babies.
LushiLush is a playful, cheerful pet name for a baby — curious, beautiful, and full of energy. The perfect inspiration for a new brand devoted to the world of babies, with a simple logo inspired by nature and by our love for Greek shores.
From idea to first products
Before settling on the concept, I tested many variations and materials from different sources. I tried labels, boxes, wrapping paper, bags. An unseen road, one that never showed up in the pretty photos on Instagram, but one that existed and meant a lot of work, some choices I'd rather forget, and, above all, good choices that led to products I was 100% happy with — so that you, and especially your baby, would feel comfortable in the gentle embrace of fabrics that touch their skin.
I chose white and pastel colours, which speak of purity and elegance. Muslin feels like an extension of the joy of holding a tiny human in your arms. And I live it every day: wrapping, writing personalised notes, shipping orders, and enjoying your reactions.
Blankets and cloths
When my own children were babies, I used blankets all the time. Different shapes, sizes, colours. On walks, at restaurants, at grandparents', at hotels, at home, even at petrol stations — wherever we went with the babies, we needed a blanket. Underneath them, as protection from a new environment, and over them, to keep them warm and cosy when they fell asleep in the pram, stroller, or bed. They were the most used items in our home.
Cloths came next. Babies tend to spit up quite often, which made it clear we needed soft, baby-friendly cloths around the house. Soft, small, and plenty of them. Easy to use and wash, without taking up much space.
Gift sets
Building on all of this, I decided the first products would take the shape of gift sets, made from premium materials and beautifully packaged. The sets include cloths and blankets in several sizes, single or double-layered, which can be used both as blankets and as swaddles for tiny little ones. Friends thanked me directly for the idea, ordering the very first sets. I saved them the search and gave them a gorgeous, elegant, and useful gift option.
Something I cared about deeply with this project was having the products made in Romania! And I was so happy to learn that some customers chose LushiLush precisely because the products are Romanian-made.
The first gift set:
Christening trousseaux
The birth of a child is a transformative moment for parents, and the joy of new life is celebrated together with loved ones, family, and friends, through the christening ceremony. For a moment so important, natural, and full of emotion, I designed, in that same spirit of pure love and simple elegance, our christening trousseaux. The same natural fabrics I started with — muslin and linen — combine and complement each other according to each parent's wishes. The trousseaux are personalised and packaged in wooden boxes or wicker baskets, bringing joy to parents and godparents, and comfort to little ones on such an important day.
Children's clothing
I added to the portfolio clothing for babies made from natural materials, in the same pastel colours I started with when I first made the blankets. Dresses, harem pants, trousers, blouses, jackets, and coats — all now hang on LushiLush's racks, both in general stock and as custom orders.
“Motherhood is inspiring”, an expecting mum wrote on Instagram, after receiving the gift set for the little Lush growing in her belly. That has been true for me too.
LushiLush today
The story didn't stop with babies. I carried the same spirit — natural materials, handmade craftsmanship, attention to detail — into home textiles: muslin towels, table and kitchen linens, meaningful keepsakes. And every season, limited-edition collections bring nature-inspired embroidery to pieces for the home.
Today, with every LushiLush product that brings a smile and a little emotion, the story keeps going. And thank you!
With joy,
Mirela Rancu-Pătru