Emma Hingston is a qualified newborn care specialist with 30 years of experience working with newborns and new families across the UK and internationally. She is passionate about bringing calm, confidence and clarity to new parents. Combining her extensive hands-on experience as a maternity nurse with a gentle, structured approach, she developed the ‘It’s as Easy as 1, 2, 3’ method, a simple yet highly effective approach that helps your baby find a calm, natural rhythm from the very start. And through her innovative 12-week programme, she is making expert newborn guidance accessible to parents everywhere, empowering them to create peaceful routines and enjoy a calmer, more confident start to family life. Here Emma talks to The Natural Parent Magazine about the inspiration behind her work, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
After more than 30 years supporting families as a maternity nurse, I saw a consistent pattern: new parents weren’t lacking love or instinct; they were lacking clear, calm guidance.
The early weeks with a newborn can feel overwhelming, with so much conflicting advice and pressure to “get it right”. I wanted to create something that removed that noise.
My business was born from a desire to offer parents a gentle, structured approach that feels reassuring rather than rigid – helping them to understand their baby, trust themselves and begin parenthood feeling calm and confident.
The launch: How did you start out in the beginning?
I started by drawing on my years of hands-on experience, working closely with families in their homes.
Over time, I realised that what I was naturally doing – creating calm, predictable rhythms tailored to each baby – could be translated into a method that parents could follow themselves.
That’s when I developed my “It’s as easy as 1, 2, 3” approach and my 12-week plan, allowing me to support families remotely, without losing the personal, bespoke feel of in-home care.
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough was recognising that parents don’t need constant physical presence; they need clarity, reassurance and a plan they can trust.
Transforming my in-home support into a structured, online offering made my expertise more accessible, while still delivering real, meaningful results for families.
It also allowed me to support more parents during those crucial early weeks, without compromising on quality or care.
Yin and Yang: How do you balance work and family?
Working in this field has always required a level of flexibility and understanding.
I’ve learned that balance isn’t about perfection; it’s about being present where you are, whether that’s supporting a family or spending time with my own.
Over the years, I’ve become very intentional with my time, ensuring I can offer calm, focused support to my clients, whilst also protecting space for my own family life.
