Our Story

Inspired by her own mini muses, Ollie Jay and Luca Sonny, a Melbourne mama had a dream to create a brand that made a difference. 

In the middle of a global pandemic, this dream came to life and Sonny Jay was born. We are an Australian designed, ethically crafted baby and children’s clothing label. With a mission to create pieces that are gentle on your little ones as well as the earth, each and every product is mindfully designed and made from only natural fibres. It is important to us that our collections are not only beautiful, but practical. Our pieces are made for play and are developed to stand the test of time. It is our hope that they will be passed down and continue to be loved for years to come by siblings and friends.

In a world of fast fashion, we are dedicated to driving change and supporting a better world for our children.Our pieces are handcrafted with love in small batches by a small team offshore who share our values of ethical and sustainable fashion. We package your orders in 100% home-compostable mailers and have designed our thank you cards as affirmation cards for you to keep. We are always striving to do better in making our brand as environmentally sustainable as possible.

Our vision goes beyond the power of our product however and a large driver behind our brand is our desire to give back to the community. We give back from each and every sale, you can read more about that here.

Thank you from the bottom of our hearts for supporting our label and in turn, our little family. Amy xx

Winter Tracksuit and knit set