Our brand's story

When I just started Chic-A-Boo, I set out on an independent and unfamiliar journey, after working as a designer at a boutique womenswear brand, in Milan. Working there has given me many tools for what I do today - from getting to know and working daily with different fabrics to suppliers and contacts in the field of fashion.

My brand was born out of my real need as a mother-to-be when I was looking for a diaper bag before the birth of my eldest daughter, Emma. In the beginning, I had no business plan or orderly strategy and started designing from a tiny 2-room apartment, with a round baby-bump and a computer.

Over the years and with the mistakes I have learned from along the way, I can say with certainty that It is a privilege to engage in what I love. I have a bachelor’s degree in fashion and accessories design and that has always been my passion. I moved to Milan from Israel many years ago, to study and gain experience in a field I have loved all my life.

Since then we have moved to a large apartment outside of the city, which allows me to work from the studio I set up at home and be with my girls, and when I have to work late into the night as well.
Honestly, designing for yourself and creating for an existing brand that sells are two things that are extremely different. The exposure as a creator before any new model that meets you moms is exciting and sometimes even full of worries and butterflies in the stomach. There is no greater satisfaction than getting to see you on the street with our bags on your strollers or then getting pictures of your new family!
                               So from the bottom of my heart - thank you.                                         
                                                                                                  ♡ Chen