BabyWish is a free baby registry for people who shop in more than one place. Add gifts from any store, send one link, and let friends and family reserve what they would like to give.
We want to take the friction out of one of the better moments in life. BabyWish exists so that nobody gets the same gift twice, so the least tech-comfortable relative can still take part without creating an account, so the giver can buy wherever they like, and so none of that costs the family a cent.
Sign up with your name, email and password, or with Google — that is the only account anyone needs, and no card is involved. Then start filling the registry: paste a product link and BabyWish pulls in the name, price and photo where the store allows it, or type the gift in yourself if you would rather describe it than link it. Share your link, and from there it runs itself. Guests reserve with a name and an email, the quantities update as they go, and your dashboard tells you who claimed what — which is exactly what you want in hand when the thank-you notes are due.
The registry is free and always will be, and the reason is worth saying out loud: some of the store links earn BabyWish a commission from the retailer when a gift is bought through them. Your guest pays the store's normal price; the retailer shares a little of its margin with us. That is the whole business model, which is why there is no premium tier and no fee on your gifts. Group gifts are the clearest example. When several people go in on the stroller, they pledge an amount and then send you the money the way they always would — directly, in full, on your terms. BabyWish never touches it, so there is nothing for us to take a slice of.
Data sits on servers in the European Union, passwords are stored hashed, and only essential cookies are set until you consent to more. Registries are private by default: never indexed by search engines, not searchable by name, and openable only with the link you chose to share.
Roberto Tumini — Founder
BabyWish started from a real problem. A friend was expecting her first daughter, and relatives kept asking her what she needed. To avoid duplicates and things that would never get used, she began keeping her own list of what was genuinely useful and passing it around in chats. That handwritten list is the first sketch of BabyWish.
It is built and run by Roberto Tumini, a web developer with more than twenty years of experience, and a father. He has worked as a developer in banking, fashion and travel — places where a mistake in a payment or a booking shows up immediately, and where you learn to handle people's data carefully. At BabyWish he looks after product development and the decisions about privacy and data handling, and the project stays independent.
The blog guides are written by our editorial team, covering pregnancy, newborns and the practicalities of a registry. The articles collect good practice and reliable sources; they are not a substitute for your OB, midwife or pediatrician.
Irene — Blog writer
Irene writes practical guides for the BabyWish blog on baby registries, the layette, and the first months with a newborn, with a hands-on approach and no beating around the bush.
Viviana Rossi — Blog writer
Viviana Rossi holds a degree in political science and has spent her career working in product. On the BabyWish blog she covers baby gear, toys and the nursery: how to choose them, what to check on the label and what you actually need in the first months. She is a mother, and she has been through those first months herself.
