About Us
Redefining Gifting through community care
Amae was founded by Hannah, following her first-hand experience of how postnatal care is overlooked. While so much attention is placed on the pregnancy, labour and the early "baby bubble", far less thought is given to the equally transformative period of healing, recovery, and adjustment that follows birth.
Inspired by Japanese postnatal culture, where community care, rituals, and shared responsibility play a vital role in supporting new families. Amae takes its name from the Japanese concept of Amae: the instinct to be cared for and connected.
We exist to make it easier for friends, family, and workplaces to give meaningful, hands-on support during the raw yet rewarding months after birth. By bringing together trusted postnatal services, Amae helps parents feel supported, not overwhelmed.
Amae is built with parents, providers, and partners — because no family should navigate early parenthood alone.
It takes a village and we've built one for you.
Our Mission
Our mission is to redefine gifting for new parents.
Instead of more baby items, Amae empowers loved ones and employers to provide meaningful, guilt-free postnatal support, nourishing meals, household help, newborn-care guidance, and moments of self-care that help parents recover, feel confident, and adjust to life with a new baby.
Support that matters during the fourth trimester and as families find their rhythm.
Our Values
Our values centre on wellbeing, connection, and practical care.
We believe meaningful support should nurture parents, strengthen families, and ease the realities of early parenthood in tangible ways. Every offering is chosen with intention — to restore energy, build confidence, and create space for families to truly adjust and thrive.
Thoughtful for mums. Meaningful for families. Mindful for the planet their children will grow up in.
The Amae Way
Flexible Giftcards
Freedom to choose meaningful support, when it matters most.
Specific Services
Targeted, practical gifts offering expert care and reassurance.
Curated Packages
Thoughtfully combined services supporting recovery, confidence, and calm.
