Founded in 2020 by Uyo Okebie-Eichelberger, a serial entrepreneur and mother of two based in Roswell, Georgia, Ashmi & Co. was created from a simple but powerful gap in the market: baby clothes that looked the way she wanted them to look and felt the way she wanted them to feel. After her first child was born, Okebie-Eichelberger could not find clothing beautiful enough for milestone photos but practical enough for ordinary mornings. So she built it. The brand is named after her two children — Asher and Rumi — hence Ashmi. Ashmi & Co. specializes in quiet luxury baby clothing for ages 0-24 months, designed in a palette of warm neutrals (dusty rose, sage, cream, navy) made from 100% premium cotton that customers consistently describe as thick, soft, and durable. As a Black woman building a company in an industry where that is still rare, Okebie-Eichelberger has grown Ashmi & Co. to Nordstrom, where it is sold alongside some of the most recognized names in baby fashion.