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ABOUT US

The Singapore-born husband and wife team Bernard and Charmaine moved to Melbourne, Australia 3 years ago and fell deeply in love with this beautiful country they now call home.
In 2016, with the arrival of their little one - Delia, Bernard and Charmaine made the decision for Charmaine to become a stay-home mum. Charmaine then wanted to build a business so she could work from home and be with Delia. A professionally trained Secondary School Teacher with a Degree in Psychology, Charmaine has always been passionate about supporting and nurturing the growth of children. When Delia began teething and Charmaine was searching for baby toys, the idea came naturally.
These set the story of how LLUIE began and took shape.
LLUIE is dedicated to designing and creating heirloom quality products that are non-toxic and functional to modern day mums and babies. Inspired by life with their baby, the focus is on creating timeless quality pieces for mums, babies and the home.
Tapping on her creative flair and developmental psychology knowledge, Charmaine began to research and design toys for babies. "I feel like I am back in my uni days, writing that toy proposal for my developmental psychology project - except that now the toy is actually coming to life," remarked Charmaine.
Designed with ingenuity, LLUIE’s toys encourage sensory exploration, imagination and creative play amongst little ones. From conception to finish, every piece (and colours put together) has been crafted with devotion and detail; each piece speaks for itself.
Always a teacher at heart, Charmaine places great importance on ensuring safe and nurturing play. Safety is never compromised in all their toy designs.
We are always committed to ensuring safe play - we ensure that all our materials AND designs have been safety certified. We source for high quality safety certified materials and send our designs for laboratory testing and certification. All our toys have been proudly certified to the Australian Safety Standards AS/NZS ISO 8124 by an accredited laboratory.
We seek to continue to increase our repertoire of products - always beautifully designed, always high quality and always safe for little ones.
Our vision is to expand as a lifestyle brand local at heart and global in outlook.
- Charmaine, Founder & Designer, LLUIE