How we choose
The NurtuBabe Standard
We do not make anything. We choose things, and we buy them from suppliers, and the honest question is why you should trust our choosing. So this is the standard we hold ourselves to: what has to be true before a product goes in the shop, what we will and will not print on a product page, and what we are still waiting on. It is published in full, including the unflattering parts, because a standard that only lists the wins is marketing.
Four things we hold ourselves to
These are commitments, not credentials. You can check every one of them against any product page on this site right now.
The safety question comes before the margin question
Before anything is listed we ask the supplier what it is made of, how it is tested, and against which standard. Where we get a straight answer in writing, we publish it. Where we do not, the product either stays out of the shop or goes in with the gap named on its own page. What we will not do is copy a claim off a supplier's listing and present it as though we checked it.
It has to earn its place in the bag
We are not trying to carry everything. Every product here is something a parent reaches for repeatedly in the first two years, and the shop is deliberately short because of it. If a thing is bought once, used twice and then lives in a cupboard, it does not belong on this list no matter how well it would sell.
We say what we do not know
Every product page has a line in its spec table headed Still confirming. That is not an oversight we forgot to tidy up — it is the point. A TOG rating we have not had tested, a blackout percentage we have not measured, a material certification we do not hold: those get named as missing rather than filled in with a plausible number. A blank is honest. A guess is not.
We do not invent reviews
We are a new shop and we do not have many customers yet, so we are not going to pretend otherwise. Where a product has real buyer reviews on the marketplace our supplier sells through, we show them and label exactly where they came from and that those buyers are not our customers. Where it has none, the page has no reviews on it. There is no third option.
What goes on a product page
A blank is more useful than a guess
The easiest way to run a shop like this is to copy the supplier's marketing copy and let the claims stand. We would rather have a shorter page you can trust than a full one you cannot. Here is the rule we apply to every line of every product page.
- Specifications we hold in writing are published. Ones we do not are listed under Still confirming, by name, so you can see the shape of the gap.
- We do not print a TOG rating on a sleep bag we have not had independently tested, or a blackout percentage on a blind we have not measured.
- We do not describe anything as food-grade, hypoallergenic or certified until we hold the test report that says so.
- Where a product is for supervised use only — a lounger, a nursing pillow — that limit is on the page in plain words, not buried in a manual.
- If a detail matters to your decision and we have not published it, email us. We will chase the supplier and tell you what we get back, including if the answer is nothing.
Getting it to you
An honest window beats an optimistic one
Most of the disappointment in online shopping happens between the order confirmation and the doorstep, and most of it is avoidable by just saying the real numbers up front. These are ours, and they are the same numbers as our published shipping policy.
- We are a small independent shop based in Nazareth, Israel. Orders to the United States ship internationally, and we say so before you reach checkout rather than after.
- Dispatch takes 1 to 3 business days. Transit to the U.S. takes 7 to 20 business days. That is a wide window, and it is the real one.
- Shipping to the U.S. is free. There is no threshold to reach and no surcharge added at the last step.
- No countdown timers that reset when you refresh the page, and no ships today when it does not.
- Thirty days to change your mind from the day it arrives. If it turns up damaged or wrong, send a photo and we cover it — you do not pay return shipping when the fault is ours.
This page will change
A standard only counts if it moves
We are early, and a lot of the Still confirming lines on this site are things we are actively chasing. As answers come in, they move from that list onto the product page — and if an answer is bad enough, the product comes out of the shop and we say why here. If you think we have missed something, or you have bought one of these and it did not match the page, we would like to hear it.
Last reviewed: August 2026
