Lalaby was founded by two generations in 2019 with a vision of creating timeless and high quality products for our little ones - for generations to come.

Photo: Grith Gerner & Laura Lawaetz, 2023

“When I became a mother, a whole new world of children’s clothing and baby products opened up to me. But what fascinated me most was seeing my kids wearing dresses, shirts and knitwear that my grandmother had made for my mother and aunt in the 1950s. I was deeply inspired by the idea of creating something timeless of high quality myself—something that could have a long life and still be relevant 60 years later,” says founder, Laura Lawaetz. 

While Laura brings a strong background in business and brand building, her aunt Grith Gerner is an experienced fashion designer. Together, they combine a deep understanding of design, craftsmanship and strategy—forming a strong foundation for Lalaby.

Photo: First campaign AW19

Lalaby has become a very personal project and Lauras family, friends and her two kids have been an important part of the brand since the beginning. 

Lauras children were part of the very first campaign in 2019 and they continue to inspire both the development of the brand and new ideas.

Photo: Laura with her kids, 2020

Photo: Laura with her kids., 2024

We truly hope that you will appreciate the softness, the high quality and the care and love we have put into each product giving your Lalaby product a long life.

xx

Grith & Laura