Luxury brands are capitalizing on the increasing desire for high-end baby products, with offerings such as a $112,000 diamond-and-gold dummy and a $1,320 Gucci baby tracksuit. As the world awaits the newest royal addition to Prince Harry and Meghan Markle’s family, the couple has a wide array of luxury options at their disposal when it comes to nursery furniture, baby clothing, and toys.
From personalized cots and cashmere cardigans to traditional rocking horses, there is no shortage of extravagant items available for youngsters. Brands are seizing the opportunity to target affluent parents who are eager to invest in premium products for their children. Kate Freud, editor at large of luxury parenting magazines Baby and Little London, emphasized the role of the royal family in boosting the global recognition of these luxury brands.
Luxury baby products include Suommo’s Dodo diamond and pure gold dummy priced at 100,000 euros, an 18-carat gold plated cot for 60,000 euros, bespoke mattresses, gold high chairs, and silver rattles. While the Duke and Duchess of Sussex have been relatively private about their pregnancy, reports suggest they have opted for neutral colors for the nursery in their new Frogmore Cottage home in Windsor.
Luxury childrenswear brands like iCandy, Rachel Riley, Pepa & Company, and Amaia are gaining popularity, as parents seek to emulate the style of royal children such as George, Charlotte, and Louis. Market research firm Mintel noted a 19 percent growth in the UK childrenswear market, signaling a willingness among parents to invest in branded clothing.
London boutique Marie Chantal offers embroidered baby grows, silk chiffon dresses, and cashmere knits, attracting royal, VIP, and celebrity clientele. Designer labels like Gucci, Dolce & Gabbana, and Burberry have also ventured into childrenswear, appealing to fashion-conscious parents.
At luxury department store Bergdorf Goodman in New York, baby Gucci shoes, Dolce & Gabbana dresses, and Burberry outfits are showcased alongside high-end toys like a $500 teddy bear and a $6,000 battery-powered car. Mischka Aoki tulle dresses, priced over $1,000, have become synonymous with luxury childrenswear.
Andrew Mandell, vice president of home, jewelry, and children at Bergdorf Goodman, likened these luxury childrenswear items to couture for children, prioritizing quality materials and craftsmanship. As the demand for luxury baby products continues to soar, designer brands are expanding their collections to meet the needs of affluent parents who want to spoil their little ones with the best that money can buy.
For more information on luxury baby products, you can visit Vogue or Forbes.
