In 2013, struggling to get her new baby Ella to go to sleep while in her pram, Carla Carroll found a huge gap in the baby market – premium quality, double weave muslin wraps, and pram pegs to keep the muslin securely in place. Carla discovered that these soft, gentle cotton wraps, secured with brightly coloured pegs, were the perfect way to protect her baby from the wind and bright lights, ensuring total breathability and allowing little Ella to get to sleep.
Together with Sales Director Debra Dascal, Carla used her experience as a senior buyer for a large national company to help her turn All4Ella into the hugely popular brand it is today.
