baby-registry
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Maisonette
Maisonette is a curated online marketplace for babies, kids, and parents - often described as the 'Net-a-Porter of childrenswear.' Founded in 2017 by two former Vogue staffers, it brings together clothing, shoes, toys, nursery furniture, and home decor from hundreds of independent and luxury brands in one design-led storefront, layered with its own private-label lines like Maison Me and Neon Rebels.
Alex Bergonia
Alex Bergonia is Chief of Staff to the CEO at Babylist, the leading baby registry and family commerce platform headquartered in Emeryville, California. With a background bridging impact investing and high-growth consumer tech, she has spent her career at the intersection of strategy, operations, and mission-driven work. Before joining Babylist, she held progressive strategy and operations leadership roles at Farmer's Business Network (FBN Financial), and earlier built expertise in impact investing through fellowships and roles at Komaza, The Nature Conservancy, DBL Partners, and RSF Social Finance. She holds an MBA from UC Berkeley's Haas School of Business and a BA in International Relations from Claremont McKenna College.
Babylist
Babylist is the operating system for new parenthood — a universal baby registry that grew into an ecommerce destination, a content engine, a healthcare brand, and now a chain of experiential showrooms. Founded in 2011 by ex-Amazon engineer Natalie Gordon, the company hit $750M in 2025 revenue while staying founder-led, profitable, and unapologetically focused on the parent.
Natalie Gordon
Natalie Gordon is the CEO and Founder of Babylist, the universal baby registry and family commerce platform she coded during her son's nap time in 2011. A University of Waterloo computer science graduate and Amazon Fresh alum, she turned a personal frustration with big-box registries into a profitable, $750M+ annual revenue business serving millions of families. She has expanded Babylist beyond registries into first-party ecommerce, editorial content, and a health vertical covering insurance-reimbursed breast pumps—including Medicaid recipients. In 2025, she launched the 'End the Baby Tax' campaign, uniting 30 baby brands against tariffs in a full-page Washington Post ad and a Times Square billboard. Named a 2026 CNBC Changemaker, she is one of the most trusted voices in the parenting and family retail space.