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.

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.