About Us
Our Story
Swaddle Of Joy was founded in 2020 by family and lifestyle influencer Saba Khan, also known as Fictionally Flawless on Instagram, Tiktok and YouTube. Like many new parents, Saba struggled during the early days of motherhood, specifically when it came to swaddling her newborn.
No matter how many swaddles she purchased or techniques she tried, her baby constantly fought his way out. When she attempted to let him sleep without a swaddle, she quickly noticed shorter naps, frequent wake-ups, and an overactive startle reflex caused by flailing arms and hands brushing his face.
While researching alternatives, Saba discovered swaddles designed to prevent babies from breaking free. However, many were overly restrictive. She realized her baby didn’t want his hands out of the swaddle; he simply wanted room to move comfortably in it. What he needed was a swaddle that mimicked the womb: secure, comforting, and flexible enough to allow natural movement. When she couldn’t find anything like this on the market, Saba decided to create it herself.
After hand-stitching a custom swaddle for her baby, one that provided security while allowing space for arm and leg movement, the results were immediate. Her baby slept longer, more peacefully, and more comfortably. Soon after, family, friends, and her online community began asking about the swaddle and requesting one of their own.
That moment sparked the creation of Swaddle Of Joy.
Following its launch, the Swaddle Of Joy Original received rave reviews for its quality, thoughtful design, and effectiveness. As demand grew, so did the vision... and so did her family. Swaddle of Joy was used and tested on both her boys as well as thousands of happy customers.
What began as a single solution evolved into a growing baby product line dedicated to helping parents and babies thrive, without sacrificing quality or affordability.
About Us
At Swaddle Of Joy, we are passionate about creating baby products that prioritize comfort, safety, and thoughtful design. Our products are made to be gentle on your baby’s delicate skin while providing parents with peace of mind, all at affordable prices.
While we offer a growing collection of baby essentials, we specialize in our signature product: the Swaddle Of Joy Original, a unique swaddle with sleeves. Designed to help babies feel secure as they transition to life outside the womb, our swaddle allows babies to move their arms comfortably inside the swaddle while preventing them from pulling their arms out. In other words, we created a swaddle with sleeves, and it changed everything.
Swaddling helps keep babies warm and secure until their internal temperature regulation develops. It also reduces the startle reflex caused by uncontrolled arm and leg movements that can interrupt sleep. However, overly restrictive swaddles may limit natural movement, which is why the Swaddle Of Joy Original strikes the perfect balance: snug, secure, and flexible - just like the womb.
Our Mission
Our mission at Swaddle Of Joy is simple: to provide parents with high-quality baby products at prices they can feel good about. Every product is made with love, care, and attention to detail. Each item is individually reviewed and processed to ensure exceptional quality, comfort, and durability. We are continuously exploring new materials and designs to improve our products and better serve our growing community of families.
Thank you for being part of our journey.
Give the gift of Swaddle Of Joy to your bundle of joy. 
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