Shushiie

Website: https://cotandcradle.com

Instagram: www.instagram.com/shushiie

From Frustration to Favourite: How Cot and Cradle's Shushiie Redefined Nursery Sound Machines

When the founders of Cot and Cradle couldn’t find a baby white noise machine that matched their aesthetic standards, they created one. The Shushiie blends sleek design with practical functionality, offering a calming sound mixer and Bluetooth speaker that looks right at home in modern nurseries. With Innovate Design's help, this vision turned into a beautifully crafted reality now loved by design-conscious parents.

The Spark

Like many new parents, the team behind Cot and Cradle was quickly overwhelmed by the look and feel of existing baby sleep aids. Most were overly plastic, garish, and didn’t match the serene, thoughtful vibe they wanted for their nursery. They envisioned something better: a baby white noise machine that combined visual elegance with practical sleep-supporting functions. The Shushiie was born from that desire to bring harmony, not just to baby sleep routines, but to the space itself.

The Journey with Innovate

Cot and Cradle partnered with Innovate Design to bring their concept to life. From early-stage design research to CAD modelling, prototyping, and sourcing, Innovate helped guide the project at every step. One major design challenge was developing an interface that allowed for customisable sound layering — a unique feature that sets the Shushiie apart. Innovate’s team worked closely to ensure the controls remained intuitive and user-friendly, even while offering advanced functionality.

The Shushiie’s refined design includes:

A three-sound mixer for shush, white noise, and lullabies
Rear-mounted, tactile controls for low-effort use
Soft, crescent-shaped body and textured fabric grille
Bluetooth functionality
A soothing cream-and-beige palette that complements modern interiors

Innovate also supported Cot and Cradle through manufacturing coordination with East Asian partners, ensuring materials and finishes met the highest standards. Through hands-on testing and multiple iterations, the final product achieved both the visual and tactile satisfaction the founders had envisioned.

The Big Win

The Shushiie is now available directly through Cot and Cradle’s online store, offering parents a smarter, more stylish baby white noise machine for baby sleep. Its minimalist design and thoughtful functionality have struck a chord with families seeking both form and function. The product has helped establish Cot and Cradle as a brand to watch in the nursery design space.

Then, at the Made for Mums Tech Awards 2025, Shushiie was awarded Gold for Best Baby Sleep Aid —a distinction judged by parenting experts and real families, who praised its design, sound quality, and impact on daily routines. This award has further solidified Cot & Cradle’s presence in the nursery tech market.

What’s Next?

With a successful product launch behind them, Cot and Cradle are exploring future expansions into complementary nursery products and sound-based sleep solutions, building on the strong foundation set by the Shushiie.

"Innovate Design really helped us stay true to our vision while making sure the product worked beautifully in real life. They understood what we were trying to create and helped us get there, step by step."

— Cot and Cradle