About us

And why we started the Baby Loss Club. Born from Loss & Love, built with experience - all to support you, in honour of Archie.

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Archies Story

In 2024 George & Emily Oliver lost their son, Archie Oliver to Sudden Infant Death Syndrome (SIDS) where they experienced firsthand the fragmented nature of support services.

And in the days and weeks that followed, George and Emily found themselves searching for something that didn't exist.

They wanted a community. A placewhere people who understood could come together. Somewhere to find the right support without having to piece it all together yourself during the hardest time of your life.

There were incredible charities doing vital work, but they were scattered. There were therapists, but finding one felt impossible when you could barely get through the day. There was no single place that brought it all together.

So they decided to build it.

Addressing the absence of support and community

Baby Loss Club is an online platform for anyone affected by baby loss. Not just parents. Grandparents, siblings, friends, colleagues, partners. Anyone who has been touched by it andneeds somewhere to turn.

Baby Loss Club recognises that baby loss takes many forms, and every single one of them matters.

The platform brings together three things that everyone affected by baby loss deserves:

A safe community to connect with people who genuinely understand what you're going through.

Access to therapy through a directory of trusted bereavement therapists, without the overwhelm of finding one yourself.

Trusted resources including expert-led content, real stories from people with lived experience, and direct links to the charities already doing brilliant work in this space.

We’re funding 1 Million free therapy sessions in memory of Archie

That's our mission. That sounds ambitious. It's meant to be.

Through our partner, The Bundle Club, a percentage of every sale is reinvested directly into Baby Loss Club to fund therapeutic support. The Bundle Club curates beautiful bundles of premium products and experiences, with every purchase helping to make this mission possible.

Every time someone enters a draw or buys a bundle, they're helping fund real, tangible support for someone who needs it.

That's the bit that matters most.

Born from loss — built to spread joy. One bundle at a time.

Baby loss is still surrounded by silence. People don't always know what to say, so often they say nothing. And the person going through it is left feeling invisible.

Baby Loss Club exists to changethat.

No one affected by baby loss should have to feel alone, unsupported, or unseen. Whether you need help, want to help, or are somewhere in between, Baby Loss Club is here.