Our story

Hi, I’m Siobhan – founder of Ulluv.

I’m a Cork woman now living in Kerry, and I’ve always dreamed of creating a business that makes life easier for people. After a career in financial services (despite always being far more passionate about handbags, shoes and interiors!), I took a leap of faith in May 2017 and launched Ulluv – all while juggling life with three children under five. Safe to say, my timing raised a few eyebrows – especially at home!

The idea for Ulluv was sparked during my second pregnancy. I vividly remember trying to get my hospital bag ready while working full-time and parenting a one-year-old, and it honestly felt like climbing Everest. That moment of stress and exhaustion was the seed that grew into Ulluv.

Ulluv – coming from the Irish word "ullamh" meaning ready or prepared – began as a brand focused on expectant mums, with beautiful, practical hospital bag solutions designed to ease that overwhelming time. But over the years, our customers shared their own experiences, needs and ideas — and we listened.

In 2019, my own journey took an unexpected turn when I was diagnosed with cancer. That personal experience gave birth to our Serious Illness range — a deeply thoughtful collection of products designed to bring comfort, support and a sense of dignity to people navigating diagnosis and treatment. It's a range I feel incredibly proud of, and one that resonates deeply with our community.

We've also expanded to support girls at another significant life moment: their first period. Our First Period range is designed to remove the stigma and awkwardness and instead offer reassurance, care and confidence through beautifully curated kits.

Across everything we do – whether it’s for a new mum, a young girl, or someone facing a serious illness – our three guiding principles are always quality, value, and customer experience. Every single product is hand-picked and often road-tested by me before being offered for sale. If I don’t love it, it doesn’t make the cut.

Presentation and packaging are incredibly important to us too. Our customers often tell us that opening an Ulluv parcel feels like receiving a hug in a box. (Just check our 5-star Google Reviews to see what they mean.)

Over the years, our passion and commitment have been recognised with a few lovely awards – including Ireland’s Best Pregnancy/Maternity Product three years in a row (2021, 2022 & 2023) at the Pregnancy & Baby Fair Product Awards. More recently, we were honoured to receive Ireland’s Best Cancer Care Gift Provider 2024 at the LuxLife Awards and Specialist Gift Company of the Year 2025 at the CorporateLiveWire Global Awards.

Now, with two brilliant mums by my side helping to run Ulluv day-to-day, we’re a small, dedicated team of three. We understand what it means to be stretched thin, to feel overwhelmed, to crave a little ease and comfort. And we bring that empathy into everything we do.

Thanks so much for stopping by. We hope you find something that brings a little light and relief to you or someone you care about. Listen to a short video from me here explaining a little more!

Le grá,

Siobhan x