If you have a child today, you primarily get one thing: advice. It comes from books and podcasts, from Instagram, from WhatsApp groups, from well-meaning relatives, and sometimes even from complete strangers in the supermarket. Never before has knowledge been so readily available. And perhaps parents have never been so unsure.
Amidst all the recommendations, checklists, and seemingly perfect solutions, something often gets lost: trust in one's own intuition. "Many parents feel they have to do everything right from the start," says Tina Häußler, our CEO. "Yet we repeatedly experience that the biggest challenge is not a lack of knowledge, but rather uncertainty. The question of whether you are doing enough. Whether you are making the right decision."
We discussed exactly this topic on June 3rd at the SUUN Space in Berlin Kreuzberg – at the intimate launch breakfast of our new Rookie Premium Elite Air. Also present: midwives, Rookie moms, and influencers who live babywearing as much as we do. And as a discussion partner: midwife Sissi Rasche – a mother of four, a sought-after expert in the midwifery community, and one of the most reliable voices on pregnancy and the postpartum period.
Babies are not born complete
For nine months, a baby is carried. It knows movement, warmth, and the steady rhythm of its mother's heartbeat. With birth, this world changes abruptly: suddenly there is light, sounds, temperature differences, and countless new impressions that need to be processed.
For Sissi, the understanding of newborns begins right here. "We often forget that babies are not born complete. Their nervous system is still immature. They first have to learn to deal with all these stimuli."
That's why it's so understandable that many babies seek the closeness of their parents – that they fall asleep in their arms, calm down in a carrier, or seem particularly content there. The familiar voice, the known scent, the movement of walking: All of this reminds them of something they already know.
"For many babies, the carrier becomes a safe place. A little safe space in the middle of everyday life." – Sissi Rasche
What science says – and what parents experience
Research confirms that carrying is much more than convenient transport. A study by Hunziker & Barr (1986) showed that babies who were regularly carried cried 43 percent less at six weeks – and even 51 percent less in the evenings. "This changes everyday life," says Tina. "Not just for the baby, but for the whole family."
Babies regulate themselves through relationships. They orient themselves to the breathing, voice, and familiar closeness of their caregivers. And those who carry their baby close for hours often develop a finer sense of their baby's needs – and with that, trust in their own perception also grows.
"There is no such thing as too much carrying. Babies who are carried a lot are better regulated – and find a healthy day-night rhythm faster. Because they learn: being carried means day." – Sissi Rasche
The biggest mistakes arise from insecurity
When it comes to babywearing, it's not about doing everything perfectly. Most mistakes don't arise from carelessness, but from the desire to do everything especially right: babies are carried too low, carriers are too loose, settings are not adjusted, even though children make enormous developmental leaps within a few weeks.
For Sissi, these are no reasons for guilt. "No one has to figure all this out alone."
That's why consulting is an integral part of our concept – and our free digital babywearing consultation is not a nice extra, but a fundamental attitude.
"We never just wanted to sell a carrier. We want to support families. Sometimes you just need someone to say: Yes, that fits. You're doing well." – Tina Häußler
Fewer products. The right products.
Anyone expecting a baby today is virtually overwhelmed with offers. For every challenge, there seems to be a specific solution – and with the choice, the pressure to make the right decision often grows.
"There are so many products now that parents can quickly feel like they always need more," says Sissi. "Families don't need everything. They need good products. Things that really help them. And they need people to guide them."
The Rookie Premium Elite Air – an extension of a bestseller
It was precisely this idea that led to the new Rookie Premium Elite Air. Not as a replacement for the Premium Elite, which has become a firm companion for many families – but as an extension. For warmer days, active parents, and anyone who wants even more lightness in everyday life.
"We listen very carefully to our community. And often it's not about developing something completely new. It's about adapting a good product even better to the needs of families." – Tina Häußler
The result is a particularly lightweight baby carrier with a breathable viscose-linen blend, integrated mesh inserts for better air circulation, and a weight of only 565 grams. Magnetic buckles make it easier to put on and allow for quick changes between two people. The integrated headrest offers additional comfort for the little ones – and the ergonomic squat-spread position is provided from birth, without a separate newborn insert.
"If a carrier accompanies you daily – for months, sometimes years – it's not just about a product. It's about comfort, safety, material quality. And about it simply working." – Tina Häußler
Support should not be a luxury
The longer the conversation this morning lasted, the clearer it became: it's about something bigger than baby carriers. It's about how we support families during one of the most sensitive phases of their lives.
"Often it's not about someone having all the answers. Sometimes you just need someone to say: This is normal. You're doing great. You're not alone." – Sissi Rasche
"Support should not be a luxury." This sentence from Sissi resonated that morning. And it describes what we at Rookie stand for – from day one.
What families really need
Babies don't need perfect parents or perfect equipment. They need closeness. People to carry them, accompany them, and catch them. And ultimately, parents need something very similar: less perfectionism, more trust in their own intuition – and the certainty that no one has to embark on this journey alone.
Perhaps that is the most important message of this morning: Babies don't need perfection. They need closeness.
With every Rookie carrier, you get our free babywearing consultation – so you can carry your baby safely and comfortably from the start.
Sissi Rasche is a midwife, mother of four, and an expert in pregnancy, birth, and the postpartum period.
Tina Häußler is the CEO of Rookie Baby. Since 2018, Rookie has been developing baby carriers for families that combine closeness, ergonomics, and everyday usability. More information at rookie-baby.com.
