Thanks To Michelle Keegan, Searches For These Personalised Baby Jumpers Are Up By 150%

Several of my friends have now had babies and, to begin with, I found it difficult to know what to buy for them when they did. Most of them were inundated with baby blankets, clothes and toys, and I understood how overwhelming the sheer amount of stuff must feel as you're grappling with becoming a parent for the first time. This is when my Etsy addiction reached its peak, as I scrolled for hours to find thoughtful presents which felt special, didn't cost a fortune and wouldn't take up a lot of space. This is also when I found the personalised knits which have since become something of a sensation.

Back in 2021, Princess Eugenie posted a series of pictures on Instagram holding her first baby, August, who was wearing a knitted cardigan bearing his name. Made by Uncool Wool, a small business founded by Charlene Holden, the pictures prompted Holden to be overwhelmed by orders from around the world. Since then, many other celebrities and influencers have bought their own personalised knits for their babies, the latest being Michelle Keegan. To celebrate her first Mother's Day with baby Palma, the actor posted a number of pictures of her family celebrations, including one of Palma wearing a knit made by Name Knits.

Since then, searches for personalised baby cardigans and jumpers have increased by over 150%, which I doubt is a coincidence. In fact, Brogan, who founded Name Knits in 2021, wrote the following on Instagram in reaction to Keegan's post: 'Still not over this!! 😍 Got the biggest surprise on Sunday when my mum sent me it 😂 Thank you so much for an insanely busy few days 🥹 I don’t have many cardigans left!'

Around £30 for a cardigan, it's easy to see why these knits have become so popular. Another label, The Little Worne Store, also offers jumpers and cardigans for babies and toddlers, as well as other items such as baby pillows, Christmas stockings and blankets.

As mentioned, I've found they make excellent presents. The most recent one I bought was for my friend Annie, now mum to Liberty, who looked super-cute (if I say so myself) in her own knit. Etsy is a great place to look if you want more options – there are lots of different styles to cater for a range of budgets. Ultimately, what is so heartening about brands such as Name Knits and The Little Worne Store is that they're businesses established by women producing largely made-to-order handmade designs, allowing for a more sustainable working model.

Shop: The Best Personalised Baby Cardigans and Jumpers

Hannah Banks-Walker is Grazia's head of fashion commerce. She has previously written for the likes of Harper's Bazaar, The Financial Times, Glamour, Stylist, The Telegraph, Red, i-D and The Pool on everything from fashion to curly hair (hi!) to the patriarchy. Not necessarily in that order. Find her on Instagram and Twitter. But please don't look for her MySpace profile, which until now was the last time she wrote about herself in the third person.