About Us
How we got started?
Just like you, Alicia Shaffer was a new mom who found herself juggling the roles of wife and new mother, a full-time Sales & Marketing career, never mind the million other things that go with everyday life. She wanted a simple, easy to use baby sling that was durable, fashionable and comfortable so she could still be active while having her son close. That's not too much to ask, but there was nothing on the market to meet her needs. The only slings on the market were less than appealing, or quite cumbersome. So what did she do? She sat down with her husband, Demetrious, and designed a sling that would fit into their lifestyle as modern parents.
Within weeks Alicia was getting bombarded by local moms wanting a sling just like hers. She and Demetrious knew they were on to something and quickly decided to start their company, Goo-Ga Style, Inc. and develop their first product, the Peanut Shell® baby sling, appropriately named after their little son Campbell, whom they called "Peanut".
The Peanut Shell® quickly took on a life of its own. Within 2 months Alicia was able to put her marketing skills to use full-time promoting the Peanut Shell®. With the tremendous support of her husband, Alicia, along with a phenomenal team, has been able to take the company from a tiny 100 square foot studio – to being the best selling baby sling on the market. The Peanut Shell® is sold at the finest retailers in the United States as well as across the globe.
In addition to being seen on numerous celeb mamas such as Brooke Shields, Heidi Klum, Denise Richards, Gwen Stefani, and Marcia Cross, the Peanut Shell® has also been featured in magazines such as Us Weekly, Pregnancy & Newborn, Fit Pregnancy, Life & Style, In Style, and Pregnancy; as well as appearances on The Tyra Banks Show, the bestselling book, Rock Star Mama, and Alicia herself has appeared on The Big Idea with Donny Deutch.
The Peanut Shell® brand has quickly grown from being a line of baby slings to becoming a highly coveted collection of chic, modern baby gear. All of our products are proudly designed in our home state of California for an uncompromising quality that new parents deserve. Alicia and Demetrious still are as passionate about Goo-Ga Style, Inc. as they were from day one and will continue to give new parents everywhere unmatched comfort, fashion, and reliability that you can only with with Peanut Shell®.