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Family Life Services Spotlight

Business Spotlight: Apparently Kids – Services & Support For New Parents

Apparently Kids is something I wish was around when I was a new parent. It’s a network of parenting professionals who can help you wherever you need support on your family journey. Of course, it’s easy enough to Google whatever service you’re looking for and get hundreds (even millions) of results but then you worry (1) can they be trusted?, (2) are they certified?, and (3) are they recommended by other parents? So, that’s where Apparently Kids steps in. I spoke to its founder, Lara Russell-Jones, to find out more.

What is your business and what makes it unique?

Apparently Kids is your new parent support system and we’re here to help you find the trusted, professional support you need from pregnancy through to the toddler years.

There are a huge and diverse range of services available from private midwives and breastfeeding support to pregnancy massage, mental health support and baby first aid. Now, parents can find them all in one place and book online support, or search by postcode for in-person professionals local to them.

We invest time to background check all our professionals to make sure they are:

  • Fully certified and accredited with relevant organisations
  • Experienced for advice you can trust
  • Recommended by other parents

How did it all begin?

I started Apparently after my own experience of becoming a mum. Like many new parents, my son and I had birth complications and, combined with a few weeks of sleep deprivation, it became a toxic mix physically, emotionally and mentally.

I looked for support but didn’t know where to turn and was overwhelmed by conflicting advice I read online. I was lucky to find some amazing women who helped me through stitches, tongue-ties, reflux and pelvic floor issues all through tears and lots of laughter.

On my maternity leave, I met so many new mums in the same position and realised that everyone had their own story. Many had not been so lucky and still hadn’t found help. It seemed deeply unfair to me that women, new parents and their babies were struggling just because they didn’t know help was out there or who to trust.

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I knew that I wanted to help. New parents deserved a place where they could easily see and understand the full breadth of support available to them and find experienced and trusted professionals. I couldn’t find an online source that did this, so I decided to give it a go – Apparently was born!

What is the meaning behind the business name?

We’re starting as a website right now, however, we aim to be the go-to app for all parents….hence Apparently!

Who is your ideal client/customer?

All new parents or parents-to-be. I love meeting people who are recently pregnant and opening their eyes to this whole new world!

Which services do you strongly recommend?

Each family is unique in the services that they may need to best support them, however, I always recommend three things:

  • Baby First Aid Course. If you do one thing, this course could honestly save a very important little life.
  • Women’s Pelvic Health Physio. Incontinence and pelvic pain is not a normal part of giving birth. I can’t stress this enough and no woman should ever be dismissed if they suffer from it.
  • Lactation (breastfeeding) consultant. Breastfeeding can actually be quite challenging! Lactation consultants have done years of training and can support you in all of your feeding choices.

How do you manage a work/life balance?

Planning. I left a career in strategy consulting to start Apparently and now really value being able to control my own time. When you say you’re going to stop, stop.


What is your top parenting tip?

Stock up your freezer with as much food as possible before a new baby comes long. COOK parent bundles were the best present I ever received!

Interviewee’s favourites

Shop: The White Company. I always find the perfect gift in The White Company no matter who I’m shopping for.

Website: Etsy. We’re decorating our son’s room at the moment and getting all the most gorgeous and personal things from Etsy.

Holiday destination: In the UK, Salcombe in Devon. It’s the scene of all my favourite childhood memories and also where my husband proposed! Abroad, you can’t beat the coral reefs, wildlife and beaches of Indonesia.

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Restaurant: Murano – a real treat and special occasion destination

Hotel: Whatley Manor in the Cotswolds. Gorgeous hotel, stunning countryside, lovely spa and one of the best breakfasts I’ve ever had!

Anything else you’d like to add?

‘It takes a village to raise a child – we are your village’ – Apparently Kids


And don’t forget to follow Apparently on social media:

Instagram | Facebook | Twitter

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Looking for something else? Take a peek at my ultimate directory for the best parent, style and business recommendations.

Content in partnership with Apparently Kids

Jo Wiltshire :

Jo Wiltshire is an author and journalist specialising in parenting and family issues. A former celebrity interviewer for The Mail On Sunday, she has written three books on parenting, co-authored several other titles, and is a regular commentator on family topics in the press, online, on radio and on TV.


She is currently working with, the service which helps parents, nannies and childminders to connect.

Jo has two children and believes that every parent is the best expert when it comes to their own children. She aims to support and encourage parents to trust their own instincts. was founded in 2009 by Internet entrepreneur Richard Conway when he and his wife Hayley struggled to find a babysitter after the birth of their first child. Richard felt sure there must be an ‘Amazon’ of childcare and searched online but couldn’t find anything, so decided to create one himself. is the UK’s largest online community of childcare providers, schools and private tutors. It’s aim is to provide trusted and reliable support for parents across the whole of the UK.


All childcare providers and tutors can be rated and reviewed by parents using a 5 star rating system. In addition to the rating scores, parents can write their own custom written review of their experience. Childcare providers and tutors have the opportunity to respond to their reviews.


The site and mobile apps have helped over 1.5m people find childcare and childcare work. recently won an award for innovation by the government’s Department for Education and was provided with funding to launch some new features to make it even easier and safer for parents to find childcare.

The service offers parents a way to search for local childcare services such as babysitters, registered childminders, nannies, private tutors and nurseries. Searching is easy using their postcode search facility which shows the approximate distance between the parent and the childcare provider.


The site also allows childcare providers and tutors to add their profile to free of charge. Childcare providers can then receive enquiries from local parents via the website, email and telephone. They can also contact local parents and introduce them to their childcare and tutor services as well as being able to connect with local schools, pre-schools and nurseries.

Jo’s Favourite’s

Shop : Jojo Maman Bebe for robust quality clothes and baby bits and bobs

Website : Great Little Trading Company for brilliant storage solutions and good quality toys

Restaurant : Pizza Express because kids love it but grown-ups don’t feel like they’re sitting in a softplay centre!

Hotel : Ibis France for clean, family friendly stopovers. The Legoland Windsor Resort Hotel for combining fun and good service brilliantly.

Holiday Destination : Menorca for sunshine holidays – quiet, clean, friendly, great beaches. French camping/chalet holidays for no-flight destinations, Les Castels is a great chain. North Norfolk for wonderfully nostalgic breaks with beautiful beaches to take you back to your own childhood.

Parenting Tip : 

You are your own best parenting expert – by all means read the books, browse the websites and swap the tips, but at the end of the day trust your own instincts and have confidence. You know your own child better than anyone. In addition: wet wipes!!

This post was written in collaboration with however all opinions are my own. 

Events Family Life People

The Parent Practice


We are bombarded with information about how to have a baby, what to do in pregnancy and the paraphernalia we need to buy for the new addition by well meaning friends and a bit of research. There are also many fantastic pre-natal courses but once the baby has arrived and we have overcome the usual breastfeeding hurdles and heeded advice on how to prevent the dog getting jealous, we are left to our own devices.  Where do we turn to if we need a few pointers on raising little Timmy? I have it on good authority from some experienced mothers, that The Parent Practice could be your answer.

They have been offering training for parents and helping to create a happier childhood and brighter future for children since 2004. Working face-to-face with parents every day through their parenting coaching, they understand the issues parents struggle with and know which solutions really work.

If you’d like to become the best parent you can be and see your children blossom, their flexible range of parental training courses, workshops and private consultations are the ideal way forward. You can learn with them individually (and have their full attention), or else in a supportive group. You can now also learn online in the privacy of your home, at times to suit you. They have courses and workshops running Nationwide.

I am particularly excited about the ‘Bringing Out The Best In Boys’ workshop.  After the weekend I have had, I need all the help I can get!

Course in London *Free taster sessions for TLM Readers*

‘Positive Parenting’ Course in Chelsea, SW3. 10 Week Rolling Course, every Wednesday morning. 9:30-11:30am. Reference The London Mummy when booking.


‘Positive Discipline: How To Be Firm And Fair’ in Clapham, London. 14th May, 10am-12:30pm.

‘Parenting In The Digital Age’ in Clapham, London. 19th May, 10am – 12:30pm.

‘Bringing Out The Best In Boys’ in Belgravia, London. 3rd June, 7.30pm – 10pm.