About Poppylist
The registry for parents who want the right stuff, not more stuff.
We help simplify how expecting parents build baby registries.
Our Story
A mini crib showed up at my house, and that's when Poppylist was born.
I can remember the day—not the exact date, but the day. I was walking in our neighborhood with my husband Scott, talking about the time and energy I'd spent building our baby registry. We'd just finished framing two female astronaut prints for the nursery when I sent my sister a photo. Her response: "Why is your crib so small?" Turns out, I'd bought a mini-crib. And nursery furniture, as I quickly learned, is non-refundable after assembly.
As we continued that walk, I thought there had to be a simpler way to prepare for parenthood—one built around simplicity and specificity. What exactly did I need? Where should I register for it? Would it be easy for my gift-givers? I didn't want to be inundated with ads or endless options. I just wanted someone to shoot me straight. And that's when I knew I would create a baby registry for parents who want the right stuff, not more stuff.
Poppylist started as a Parent Type quiz in the summer of 2020—a free 10-question quiz that matched expecting parents to one of five parent types and delivered 40 tailored product recommendations. People loved it. As it grew into a full registry platform, I met Co-Founder Tamiz Ahmed in November 2020. He and his wife Sonia were expecting their daughter and facing the exact same pain points. Six months later, Scott and I flew to San Francisco to meet them and sign our partnership agreement. He's helped take Poppylist further than I ever could have imagined.
As for the name—the day I found out I was pregnant with my daughter Amelia, she was the size of a poppy seed. I'm originally from California, where the poppy is the state flower. On August 30, 2018, I wrote: "Today, you are a poppy seed. One tiny seed—so much sunshine." Amelia remains the sunshine of my life. She was my first baby. Poppylist was my second.
Sarah Hollingsworth
Founder, Poppylist
Our Vision
Be the antidote to the overwhelm.
New parents are over-burdened and under-supported — wilting under the pressure of intense expectations, terrified of making the wrong decision. And the rest of the baby registry category has conspired to make it worse: more decisions, more complexity, more pressure.
We built Poppylist to be the opposite. A haven of clarity, comfort, and control — perfectly underwhelming by design.
Curation
We promise to help parents choose only what they truly need, and nothing they don't. A tightly-selected product assortment that removes the guesswork, radically reduces complexity, and limits extraneous decision-making.
Community
We promise to create a space of belonging, acceptance, and reassurance for all parents. Regardless of your background or parenting style, you'll find support here.
Control
We promise to grant complete agency to parents at a time of intense upheaval. Schedule deliveries, exchange gifts for cash, or outsource registry additions to trusted friends and family. You're in charge.
Sarah Hollingsworth
Founder & CEO
When Sarah isn't chasing her daughters around the house, she's hiking with her family, sipping iced espresso at her favorite coffee shop, or dreaming up the next big step for Poppylist.
Tamiz Ahmed
Co-Founder & CTO
When Tamiz isn't assuming the role of girl dad, doting husband, or playing basketball, he's making sure Poppylist is up and running and working perfectly for all our expecting parents.
