About Us

In 2013, struggling to get her new baby Ella to go to sleep while in her pram, Carla Carroll found a huge gap in the baby market – premium quality, double weave muslin wraps, and pram pegs to keep the muslin securely in place. Carla discovered that these soft, gentle cotton wraps, secured with brightly coloured pegs, were the perfect way to protect her baby from the wind and bright lights, ensuring total breathability and allowing little Ella to get to sleep.

Together with Sales Director Debra Dascal, Carla used her experience as a senior buyer for a large national company to help her turn All4Ella into the hugely popular brand it is today.

As an exhibitor at the 2015 Baby & Toddler Show in Melbourne, All4Ella’s Pram Pegs were showcased on Nine News, and we took out the prestigious title of ‘Mumpreneur’ of the show. This cemented our reputation as an innovative brand and demonstrated just how new, unique and exciting our Pram Pegs are. Based in Melbourne, we’re now stocked in over 300 stores in Australia and New Zealand, South Africa, and growing every week.

Like Carla did, you’ll discover that All4Ella muslin wraps have a multitude of uses! In addition to a sunshade for your pram, they can also be used for swaddling; as a breast feeding cover; as a blanket for bub; and even as spit up cloths over your shoulder when burping your baby. Our muslin wraps and pram pegs are essential items for any parent of babies and toddlers, and we’ve also created a beautiful range of Milestone Blocks – the perfect way to document your pregnancy, newborn baby, first birthdays and other key moments in your child’s life.

The All4Ella brand was created out of a mother’s love and desire to keep her baby safe, protected and comfortable. We take pride in creating beautifully designed products with gorgeous colours and patterns that both parents and children will love. From our family to yours, we wish you health and happiness throughout your parenting journey, and we look forward to being a part of it.