Specifically, mine — standing at a daycare door for the first time, holding back tears and mentally running through everything I may or may not have packed.

I'm Sophie. Wife. Mother of three gloriously chaotic boys and the slightly obsessive creative behind Hello Chooki. What started as a premium children's linen and accessories brand, born and raised in the heart of Central Queensland - dreamt up by someone who simply refused to settle for "fine".

When my own daycare journey began, it hit differently than I expected. Drop-off was emotional. Heart-wrenching, actually. And in true mother fashion, I channelled all of that into doing the one thing I could control — making sure my child had the absolute best of everything waiting for them on the other side of those doors.

That spark became Hello Chooki's next chapter.

We've grown from linens into something with a lot more purpose: daycare essentials that are genuinely thoughtful, carefully made, and designed to wrap your little one in comfort when you can't be there to do it yourself.

Today, we're trusted by childcare centres across Queensland — from the Coast to the West — and we take that trust seriously. We're a slow brand. A conscious one. Detail-obsessed in the best possible way. Because we're not here to shift product — we're here to actually connect with the families and educators who matter most.