Who is Anita Worlidge, parenting expert and Founder of Anita’s List
Describe yourself in three words.
Oh, that’s a fun one! I’d say I’m curious, warm-hearted, and positive – a seeker of daily glimmers! I’m always looking for new things to learn, new ways to connect with people and the positives in any situation.
Tell us the story behind Anita’s List.
It’s very easy to feel overwhelmed as a first time parent so we created Anita’s List to provide expert advice specifically to help new parents choose and buy all their baby kit. It’s packed full of top tips, videos and quizzes to help new parents navigate the immense world of baby products and services. Before Anita’s List was even conceived, I spent over 20 years helping more than 12,000 parents choose everything they needed for their babies, taking great care to ensure they had the criteria to choose products and services that would suit them and their lifestyle. This is something that is often overlooked when people simply choose the same kit as a friend or family member as key items of kit such as a pushchair may suit one family but may not suit another and depends so much on individual lifestyle and circumstances.
We felt that every parent should be able to access the same advice, insights and deep knowledge of the nursery industry that I’ve built up over two decades and a seed was sown… Anita’s List started with a simple idea: taking the concept of educating and empowering new parents and all the advice and insights that I was giving individual parents in private one-to-one consultations and sharing it freely online so that every parent could benefit.
It is an ever-evolving list of my most trusted baby items and services and includes all of my top tips, criteria and guidance on how to choose the right kit for you and your lifestyle. I wholeheartedly believe that choosing right first time will save so much time, stress and money in the long run; by supporting parents to feel calm, confident and prepared, the ripple effects for the whole family can only be positive.
I know how cost-conscious we all are, so we have included a price-comparison tool that tracks pricing across my most trusted brand partners to save you time searching for the best deal. We’ve also created a convenient gift registry so friends and family can share the joy… and the cost!
Have parents or has parenting changed in the last 20 years?
Without a doubt! While the core of parenting remains the same – love, patience, plate-spinning – the world around us has changed dramatically. One of the biggest challenges today is navigating the endless distractions and the constant pull of digital media.
It really does take a village to raise a child. Parenting in this day and age can feel quite isolating because many of us live far away from friends and families and because everyone is so busy! We do have more support around us than perhaps we may realise. It’s a gift and a privilege to be asked for help in anyway at all, so don’t hold back especially if you are pregnant or a new parent – let’s bring the village back into our lives and support parents in any way we can! By supporting parents, we can, in turn, support their children and the next generation.
You’re a guru to the stars. What have you learned about yourself along the way?
My lived and learned experience has taught me one very important lesson: life is too short to neglect your power as a parent. We tend to put everyone else’s needs before our own, but, as parents, we are just as important. Pouring into our own cup is the key to pouring into others, and I have made it my mission to remind every parent out there that they matter too!
What’s been the most challenging aspect of running Anita’s List?
Oh, where do I even begin? The most challenging part has been juggling a hundred different tasks at once and also being Mama who wants to be with her children as much as possible; I learned that with a little creativity, a lot of heart and a strong and supportive village around you, you can somehow make it all work!
Who inspires you?
Can I say children here? They are so bold and brave, and unafraid to explore new places and things. Their fearlessness and curiosity is hugely inspirational and can lead to such magical and exciting discoveries.
I’m also endlessly inspired by the nutritional genius of Amelia Freer, Gabriela Peacock, Ella Mills and Lucinda Miller. They’ve taught me so much about the power of food to nourish and energise our bodies, and I’m forever grateful for their delicious wisdom for us parents and our children. If you as a parent try to model good behaviour around nutrition, your children are likely to carry that forward.
Tell us something no one knows about you.
I am never far away from Swiss chocolate – but then again, I am half Swiss, so I’m just flying the flag!
Last book you read?
I just finished Still Life, and it was simply delightful! Any book about Italy is my cup of tea, and this one transported me straight to the rolling hills of Tuscany. It was the perfect escape!
What’s your favourite London restaurant?
Sam’s Brasserie. It’s my local and I always love a small, family-run business. Consciously-sourced and delicious food. Always buzzing and with the loveliest team in London!
Where’s the best spot for children in London?
This may sound a little crazy, but I think the best spot for children in London is a room with nothing in it! London can be so overstimulating and busy that sometimes the best thing you can do is give your children an empty space to let their imaginations take over. There are a surprising amount of large, empty spaces in London!
Perhaps I’m quite old-fashioned in believing that one of the greatest gifts we can give our children, alongside roots and wings, is the freedom to be bored, to let their imaginations run wild, and to discover the world around them for themselves.
What would you take to a desert island?
I’d take my family photo albums, so I can re-live all those special family memories, and also videos and recordings of my daughters singing – I just love to hear their voices together. I don’t think I could live without my laptop – and it might just be the perfect moment to write that book on universal motherhood. And of course a lifetime’s supply of Swiss chocolate!
Signature dish?
My go-to is my famous salmon with pesto and breadcrumbs! It’s super simple but always a crowd-pleaser and a healthy, delicious dish that makes everyone smile.
Your proudest moment?
My proudest moment was simply an understanding that we, as parents, are just as important as our children – by looking after ourselves well, we can in turn pour from that fuller cup and be the best parent for them that we can be.
What’s next for Anita’s List?
Next for Anita’s List is building on our ethos of being a part of the village to support new parents, growing our podcast so we can share empowering conversations to support new parents, seasoned parents and even the parent curious, and expanding our Anita’s List Community.
More about Anita
Anita: The New Parent and Baby Kit Expert
Anita, a London-based mother of two, is the UK’s leading expert in guiding expectant parents through one of the most significant transitions of their lives – parenthood. With over 25 years of experience, she has supported more than 12,000 parents both emotionally and practically, empowering them with the knowledge and confidence needed to navigate this journey. Her impressive client roster, which includes royalty from all over the world and celebrities like Tom Ford and Adele, positions her as the UK’s best-kept secret for expectant parents.
Anita’s approach is enriched by her diverse upbringing. Born in Kenya to English and Swiss parents, she lived in nine different countries before the age of twenty-five. This rich cultural experience has provided her with unique insights into parenting from a global perspective, highlighting both the beauty of our differences and the universality of the shared parental journey.
“Parenting is one of the most leveling experiences we can have. Regardless of our backgrounds or socio-economic status, we all share the same feelings as we enter the wonderful world of parenthood,” says Anita.
As the founder of Anita’s List, she specialises in helping families select essential baby products, sharing invaluable insights and acting as a reliable resource for expectant and new parents looking to choose, organise, and purchase their baby essentials, from pushchairs and nursery furniture to what to pack in your hospital bag.
In recent years, societal focus has understandably shifted toward the needs of children due to various social conditions, including the pandemic and the concerning rise of social media usage among the young. Unfortunately, this focus has often come at the expense of parents. The critical role they play in raising well-rounded, mentally healthy children is both crucial and frequently overlooked.
Today, through her advisory roles with organisations such as Burberry, HCA, and The Portland Hospital, Anita is committed to addressing this gap by reframing parenting as a superpower and elevating the significance of parents in our society.
Beyond her advisory work, Anita serves as an Ambassador for charities like Sebby’s Corner and is a founding member of The Mothers Collective within Mothers2Mothers. These organisations focus on supporting mothers facing poverty by ensuring access to essential products and resources during their most vulnerable moments. Anita believes that by empowering parents, we can create a ripple effect that positively influences the next generation.
Looking ahead, Anita will be launching The Anita’s List Podcast in Summer 2025. This podcast will cater to parents at every stage of their journey – whether they are parent-curious, expectant, new, or seasoned – helping listeners feel supported in their quest to become the best parents they can be and contributing to a society that recognises parents as fundamental pillars of a healthy, thriving community.
