Our Story

Hi, nice to meet you

13Thirteen was born out of a deeply personal and unexpected journey.

At the point of starting my business, my husband and I had just moved back from overseas for his work. We had timed the pregnancy to return to Singapore during my third trimester to have the baby here. The initial plan was for me to head to a corporate job when my baby turned 6 months, however when my baby was 5 months old, I fell pregnant with my second child. That moment shifted everything. I made the decision to carve out my own path by building something meaningful from home.
 

With two little ones and a desire to stay productive, I began designing modern, functional nursing wear that I wanted to wear myself—clothes that were stylish, comfortable, and practical for breastfeeding mothers. Alongside that, I created a line of lightweight, ergonomic backpacks tailored to the needs of active parents navigating life with young children in tow.
 

Around then, I also found myself in love with babywearing. It quickly became more than just a parenting tool—it was a part of my everyday life. I had more than ten carriers, which my husband loved to tease me about, saying, “Why so many when we only have two kids?” But babywearing wasn’t just a convenience for me; it was an extension of my parenting values. As a strong advocate for attachment parenting, I believed in nurturing secure and responsive relationships with our children. Babywearing became one of the most beautiful ways to do just that.
 

That passion naturally grew into purpose. I became a certified babywearing consultant, began offering personalised consultations, and started curating a range of carriers from trusted brands to help other parents find what worked best for them.

What began as a personal project has since grown into 13Thirteen—a heart-led business dedicated to supporting parents from pregnancy to confident parenting, one step at a time.

Rynette / Founder

What are some misconceptions people have about motherhood that you're trying to change?

Motherhood is often painted as all-consuming, like you have to put everything else on hold. But I believe you don’t have to lose yourself to be a good parent. Your identity doesn’t vanish—it grows. You can still chase your passions, carve out space for yourself, and build a version of life that includes your children, not revolve solely around them.
 

Another mindset I hope to shift is the idea that birth is inherently painful or traumatic. It doesn’t have to be. With the right preparation, mindset, and support, birth can be calm, positive, and even empowering. I want parents to know they have options, and that they can walk into their birth experience feeling informed and confident.

 

Lastly, when it comes to breastfeeding, there’s this common belief that because it’s “natural,” it should come naturally. But for most parents, it doesn’t. Breastfeeding is a skill—one that needs to be learned, practiced, and supported. In the past, we had a village of women to guide us through it. Today, many new mums are doing it on their own, without that built-in support. I see so many of them struggling, doubting their supply, feeling like they’re failing—simply because they didn’t get right support to get off to the right start. That’s exactly why I do this work: to offer that guidance, that reassurance, and to help parents feel confident right from the beginning.

In what ways does 13thirteen represent your values as a parent?

Respecting and embracing differences 

As a parent, I’ve learnt that every child is different, every birth story is different, and every family has their own rhythm. At 13Thirteen, we carry that same respect into every service we offer—we don’t believe in one-size-fits-all. Whether it’s through personalised consultations or intimate group classes, we aim to honour each family’s unique story and support them in a way that works for them.

Communication is key 

Parenting has taught me that strong, healthy relationships—whether between parent and child or between partners—are everything. That’s why communication, connection, and empathy are values that run deep through 13Thirteen. We don’t just teach skills; we create space for couples to connect, for parents to feel seen, and for families to thrive.

Support Through Community and Collaboration

One thing I’ve learned both as a parent and business owner is that we’re not meant to do this alone. At 13Thirteen, we believe deeply in the power of community and collaboration—whether it’s the support a parent gets from a trusted educator, or the way we partner with other professionals who share our heart for families. Just as I leaned on my village to grow as a mother, I’ve built 13Thirteen as a space where parents can find their village too. We’re stronger when we journey together.