Our story began in 2008, like many first-time parents, Hana-Lia Krawchuk struggled with her son Elijah's sleep. During this challenging 18-month period, the former designer discovered that her son preferred to sleep with his arms up. Drawing upon her industry experience, Hana set about creating an easy-to-use arms up sleep solution to encourage self-soothing: the Swaddle Up™. The following year, Hana-Lia Krawchuk introduced the Swaddle Up™ to Sydney stores and the game-changing product sold out within two weeks of launching.