After giving birth to each of her three children, Shiba received many well-intended gift boxes and hampers, but found that they all lacked sentiment and were full of products packaged in excessive plastic. Shiba realised that the wasteful baby gifting culture needed a shakeup and started to curate a selection of gifts that new parents were excited to receive and gift givers were proud to give. She launched her brand, The Baby Gifting Company and continues to make sure that every product she provides, from exquisite cashmere to beautiful wooden toys, is designed by a parent, for a parent.