Hi, I’m Sophie Doyle, the designer, owner and Chief Alf Mama here at Alf the Label!

I wanted to say thank you so much for purchasing your glorious new Alf product – and I hope you love it as much as I do!

Alf was created after I struggled to find a baby bag that suited my style, and also had the functionality of a regular baby bag. I designed my very first bag just for me, and people went crazy for it, so Alf the Label was born!

We now have over 20 products, personally designed by me to make your mum life super organised and super easy, all while looking stylish and not like you’re carrying a baby bag!

For more info on our history head to our website OR if you want to join the chat with our mummunity, make sure to follow us on Instagram and Facebook for all of our latest update.

To read about about how to look after your beloved Alf, click here

Thank you again, and welcome to the Alf world