Hey bestie,

You’re doing a great job.

xo,

Our story

Born into style®

In 2008, we were new parents and couldn't find anything that felt safe, smart or stylish enough to carry around every day. So Itzy Ritzy was born, with our unique blend of NYC hustle, Midwest heart and the goal of building the parenting community we wish existed.

Fast forward to today: we've grown alongside millions of families, making products with playful details that are as smart as they are stylish. But it's not just about what we make, it's about making parents like you feel seen, supported and for you to know that you're doing a great job.

Welcome to the Itzy Ritzy fam, we’re so glad you’re here.

xo, Kelly & Brian

Itzy Ritzy Co-Founders + Parents of Three

Kelly and Brian’s two children welcoming a new baby — Kelly & Brian’s little ones, circa 2008

Our mission is to revolutionize parenting solutions with a blend of playfulness, authenticity and heartfelt connections, even on tough days.

How it’s been going

Itzy Ritzy founders Kelly and Brian with their children

2008

Itzy Ritzy was born! Itzy Ritzy was born!

2014

National in-store placement in Target, Walmart and more National in-store placement

Parent and baby with a western-inspired Itzy Ritzy diaper bag

2016

Launched diaper bags Launched diaper bags

2017

Started Insiders Facebook group Started Insiders Facebook group

Strawberry-print Itzy Ritzy mini backpack with baby toys

2021

Became #1 teething brand at Target #1 teething brand at Target

2022

Started weekly Coffee Chat live on Instagram & TikTok Started weekly Coffee Chat live

2024

Introduced the Snuggleverse™ Introduced the Snuggleverse™

2025

Launched the Itzy Ritzy App Launched the Itzy Ritzy App

Woman holding a baby with a pacifier in a room with bookshelves and flowers.

2026

Dropped the viral Latch & Soothe Breastlike Pacifier™ Viral Latch & Soothe pacifier!

What we believe in

We're constantly innovating, bringing you an ever-evolving range of trend-forward, practical products for baby, toddler and parents. Every product we make lives at the intersection of smart design and serious style, because parents deserve gear that works as hard as they do and looks good doing it. We obsess over the details so you don't have to: the fabric that feels as good as it looks, the silhouette that turns heads at pickup. We're here to redefine the baby aisle, and make sure you look & feel great along the way.

Safety isn’t a checkbox for us; it’s the whole point. We know that keeping your baby safe and healthy is your #1 priority, which is why we’ve made it our job to sweat the details you shouldn’t have to think twice about. Every Itzy Ritzy product goes through rigorous third-party lab testing to not just meet, but exceed, safety standards. We've earned the trust of millions of families around the world, and we keep it with every launch, every design, every drop.

Parenting isn’t a solo sport, and we’ve built this community because parenting is better when you’ve got people in your corner who get it. A space that's as welcoming as it is real, no judgment, no pretending. We're here to give you itzy moments throughout your day to make you feel connected, safe, excited and confident. Weekly Coffee Chats to keep you company on the hard days. IRL events where Insta friends become real ones. If you're reading this, congrats, you're already one of us. Can't wait to be besties!

At Itzy Ritzy, we're the CEOs of fun. It's the spark behind every playful print, every unexpected message tucked into a product, every little detail that makes you smile mid-diaper-change. We talk to you like we're already besties: light-hearted, a little cheeky, always real when it counts. We celebrate the big stuff loud and the small stuff louder. That same energy runs through our team, too. We bounce around ideas, hype each other up and throw the occasional party, because creativity works better when it's having a good time.