Founder Story
How it all began
When my daughter arrived, everything in our home changed. Suddenly, the things we brought into our space mattered more. I found myself constantly searching for toys that supported her development, encouraged curiosity and imagination, and felt right for the kind of childhood I wanted to give her.
But it didn’t take long to realise how hard it was to make truly mindful choices.
I wanted toys that were sustainable, ethically made, and designed with intention. The thought of her finding joy at the expense of another's suffering just didn't sit right with me. Yet even with all the research, the process felt confusing and overwhelming, full of vague claims and endless options. Too often, I still fell into the trap of decision paralysis and it ended up adding to my mental load.
Why I Started Sāaru
As I looked deeper, I started to find small brands and makers doing things properly. Thoughtful design, responsible materials, products made to last. The problem was that they were hard to find. Many didn’t have the visibility or marketing budgets to compete with bigger, louder brands, even though the quality spoke for itself.
Sāaru was born out of wanting to bring those brands together in one place. A carefully curated edit of toys and products that meet a clear standard, organised not just by age, but by the kind of play, personality traits, and developmental skills a parent wants to encourage. The filtering is done, so parents can choose with confidence rather than guesswork.
What ‘Sāaru’ Means to Me
“Sāaru” means good in my native Gujarati.
I grew up hearing my mother ask market vendors, “Sāaru che?” — “Is it good?” — before she brought anything into our home. That question stuck with me.
It was never just about quality, it was about care. About asking whether something was right for us, whether it was made well, and whether it belonged in our lives.
That question now guides everything I curate for Sāaru. What’s good for our children? Good for the people who make our products? Good for the planet?
Our Values
We choose materials and makers that respect the earth.
Every product supports fair labour and responsible production.
We look for designs that grow with your family and adapt to everyday life.
Parenthood doesn’t mean letting go of beauty, comfort, or delight. You deserve products that feel good to live with.