PRESS RELEASE: From Empty Arms to a Lasting Connection: New Charm Supports Families Affected by Baby Loss

As Baby Loss Awareness Week continues this week (October 9th to 15th), we are confronted by the tragic reality that 1 in 4 pregnancies in the UK ends in loss. The impact of losing a baby extends far beyond the parents. It creates a profound ripple effect, touching grandparents, siblings, aunts, uncles, friends and the wider community who were eagerly awaiting that precious life.

Navigating that collective grief requires support, understanding and a strong foundation.

For Pooja Sahny, director of Sierra Consultancy, who has experienced exactly this, the idea for a charm grew from her desire to raise more funds for baby-loss charities while creating something that could offer comfort and connection to others experiencing grief.

Designed and manufactured in the UK, the Angel Baby charm was created in loving memory of Pooja and Sandeep’s son, Avi, who was born sleeping in May 2025, just two weeks before his due date.

All profits from the sale of the charm will be donated to The Lily Mae Foundation, a local charity that became an important source of support for Pooja and her family following Avi’s death.

Discreet and intentionally versatile, the sterling silver charm has been designed to be worn or held by anyone, regardless of age or gender. Its subtle profile forms the shape of a teardrop, offering a gentle nod to the profound love and loss experienced by so many families.

It can be worn as a pendant, added to a charm bracelet or attached to a leather band around the wrist. The intention was to create something that could be meaningful not only to a bereaved parent, but also to a grandparent, sibling, aunt, uncle or friend.

The Angel Baby charm carries a simple, silent message: Your grief is seen. Your love is remembered. You are not alone.

Pooja says: “This is a project that is extremely close to my heart.”

“I don’t want anyone who has faced the loss of a baby to feel alone. I am so grateful to those who have shared their own stories with me, and it is truly heartbreaking to realise just how common baby loss is. Every baby matters. Every loss is significant. And every family deserves compassion and support.”

Designing the piece became a deeply meaningful exercise, with thought given to every detail; from its shape and wearability to its packaging and accompanying message.

“We understand too well what it is like to come home with empty arms. That heartache and grief is something you learn to live with forever. Without the unwavering support of our loved ones and The Lily Mae Foundation, we wouldn’t be able to speak so openly about our son, Avi. Talking about him matters. He remains a deeply cherished part of our daily lives. During moments of anxiety, I find myself grounding by holding the charm around my neck. It gives me something physical to hold onto and serves as a gentle reminder of my love for our son.”

The Lily Mae Foundation is a UK registered charity providing emotional and practical support to parents, families and friends who have experienced the loss of a baby through stillbirth, neonatal death, miscarriage or medical termination.

Founded in 2010 by Amy and Ryan Jackson following the loss of their daughter Lily Mae, the foundation works to break the silence surrounding baby loss and ensure that no family has to grieve alone. They were awarded the British Empire Medal (BEM) in the 2026 New Year Honours list for their dedication to bereaved families. Its support includes Memory Boxes, provided to hospitals for bereaved parents to collect and preserve meaningful keepsakes following their loss, as well as counselling sessions for immediate family members.

For Pooja, this charm represents far more than a piece of jewellery. It is a way of keeping Avi’s memory present while helping other families receive the support they deserve.

“I am extremely thankful to The Lily Mae Foundation for taking this on and helping bring this vision to life,” says Pooja. “Not every family has the ability to have a footprint or handprint of their baby to cherish. I hope this charm can bring even a small measure of comfort to anyone affected by baby loss.”

Amy and Ryan said, 'We are extremely happy to be able to make this beautiful charm, which has been designed and created by a bereaved Mum in memory of her precious baby, available to purchase from The Lily Mae Foundation. It has been thoughtfully created and crafted and it will bring a glimmer of comfort to bereaved families following the loss of their baby.

The Angel Baby charm is available to purchase directly from The Lily Mae Foundation online store: https://www.lilymaefoundation.org/product-page/angel-baby-charm 

All proceeds from this sale will go directly to The Lily Mae Foundation and into providing the much needed support bereaved families need'.

About Baby Loss Awareness Week
Baby Loss Awareness Week is an opportunity:

• To support bereaved parents and families and to unite with others across the world to commemorate their babies’ lives and lost pregnancies.
• To raise awareness about pregnancy and baby loss.
• To drive improvements in care and support for anyone affected and in the prevention of pregnancy and baby loss.

The Baby Loss Awareness Week Alliance are committed to raising awareness of pregnancy and baby loss, providing support to anyone affected by pregnancy loss and the death of a baby, working with health professionals and services to improve bereavement care, and reducing preventable deaths.
babyloss-awareness.org

About The Lily Mae Foundation
The Lily Mae Foundation aims to be the primary provider of bereavement support for families in the West Midlands and Warwickshire who have experienced the devastating loss of a baby through Stillbirth, Neonatal Death, Miscarriage, or Medical Termination.
We will achieve this by working in close partnership with medical and healthcare professionals, other charities, and the All-Party Parliamentary Group for Baby Loss.
www.lilymaefoundation.org