Sim and Avi Mistry 5A midlands based businesswoman is behind one of the world’s first multicultural pregnancy and parenting website. After going through her first pregnancy Sim Mistry, mum of one and founder of realised there was a huge gap in the market for advice on multicultural baby names, pregnancy and parenting. That was when the idea of was born.

“I went through my first pregnancy wondering how to balance the advice from my Anglo Indian heritage and the information I was given by medical professions. I spoke to friends and family who also had found the process confusing. One of the hardest parts was choosing baby names, again torn between tradition and modern values I found the internet was really lacking in inspiration. That’s when I had my ‘light bulb moment!’ I knew there were other mums who were also looking for names, tips and suggestions. uniquely blends traditional heritage and the modern multicultural society we live in.”

On the same week of the launch Sim found out that she had become pregnant for the second time which really was a happy and coincidental surprise! was launched at the beginning of April and within 4 weeks generated 10,000 impressions. has brands on board like Silver Cross, Nuby, Chessington World of Adventures, Kiddylicious and many more.

“We have received some fantastic feedback from mums and mums to be, we are adding information every day and we have been listening to feedback from parents to ensure we keep the site as relevant as we can. Working with a number of parenting and pregnancy brands has given us such a buzz, plus it’s a beneficial tool for brands as they have been able to tap in to a multicultural bumps and baby demographic that no other website can offer.”

Having spent most of her life growing up in the most multicultural city in the UK Leicester, Sim had a good understanding of different cultures and combined with 11 years of marketing experience Sim put her expertise to use. is essentially a site dedicated to tips and topical articles on multicultural parenting with advice from medical professionals and experts like the Royal College of Paediatrics and Child Health. The site also has a database of over 38,000 baby names which includes a mixture of cultural baby name suggestions as well.