When pregnant with her first child, founder Melissa Bowley, like all new parents, filled her baby registry with tons of things she was convinced she needed. Once her son arrived she quickly realized that she needed support and self-care but instead her house was filled with baby products.

Melissa struggled and had little guidance on how to take care of herself, her postpartum body or new baby. She soon realized all the families around her were struggling too, whether it was sleep deprivation, postpartum depression, challenges breastfeeding or recovering from birth.

In that moment Melissa's mission became finding a solution to improve maternity care in the US; and shift the spend to more wellness and less stuff.

Flourish Care is the only experiential baby registry focused on wellness essentials for mom and baby, self-care and support. In addition to the traditional baby gear, now parents-to-be can register for vetted support services, such as doulas, sleep and lactation consultants, yoga, massage and more.