Angel Baby: A Sterling Silver Charm Created in Memory of Avi

Jewellery can hold a connection that is difficult to put into words. For Pooja Sahny, director of Sierra Consultancy, the Angel Baby charm is a way to keep her son Avi’s memory close while helping other families affected by baby loss.

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

It launches on Friday, 9 October 2026, marking the beginning of Baby Loss Awareness Week, which runs from 9–15 October. Crafted from solid sterling silver, the charm will raise funds for The Lily Mae Foundation, the charity that became an important source of support for Pooja and her family following Avi’s death.

All profits from its sale will be donated to the foundation to help support other bereaved families.

A personal connection, shared with others

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

“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.”

The Angel Baby charm’s subtle profile forms a teardrop, reflecting the love and loss behind its creation. Discreet and intentionally versatile, it has been designed to be worn or held by anyone, regardless of age or gender.

It can be worn as a pendant, added to a charm bracelet or attached to a leather wristband. Pooja wanted it to have meaning beyond bereaved parents, recognising that loss also touches grandparents, siblings, aunts, uncles, friends and the wider family.

Thought went into every detail, from its shape and wearability to its packaging and accompanying message. At its heart is a simple sentiment: your grief is seen, your love is remembered, and you are not alone.

The solid sterling silver Angel Baby Charm, pictured on a silver chain, honours babies lost too soon and supports The Lily Mae Foundation. SHOP NOW

Keeping Avi close

For Pooja, the charm offers something physical to hold while keeping her connection to Avi present in everyday life.

“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.”

Her words explain the intention behind the piece: a personal expression of remembrance that can also offer connection to others living with loss.

The solid sterling silver Angel Baby Charm, shown on a brown braided leather bracelet, offers a lasting tribute to babies lost too soon while supporting The Lily Mae Foundation. SHOP NOW

Supporting The Lily Mae Foundation

The Lily Mae Foundation was founded in 2010 by Amy and Ryan Jackson following the loss of their daughter Lily Mae. The UK registered charity provides emotional and practical support to parents, families and friends affected by stillbirth, neonatal death, miscarriage or medical termination.

Its work includes Memory Boxes, provided through hospitals to help bereaved parents collect and preserve meaningful keepsakes, alongside individual bereavement support and group meetings. Funds raised through the Angel Baby charm will contribute to the foundation’s support for bereaved families. Learn more about The Lily Mae Foundation.

Pooja said:

“I am extremely thankful to The Lily Mae Foundation for taking this on and helping bring this vision to life, 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.”

Pooja, the designer behind the Angel Baby Charm, created to honour babies lost too soon and support The Lily Mae Foundation

Amy and Ryan also welcomed the project:

“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.”

Amy and Ryan, founders of The Lily Mae Foundation, pictured with their family

The Jewels Club Take

Angel Baby’s meaning begins with Avi and the love his family continues to carry for him. Pooja has brought that personal connection into a piece that leaves room for others to remember in their own way: worn close, added to an existing bracelet or held privately.

Its charitable purpose extends that gesture further. Each sale will help the foundation that supported her family continue its work with others affected by baby loss.

As Baby Loss Awareness Week encourages remembrance, conversation and support, the charm offers a quiet expression of the message Pooja wants families to hear: every baby matters, and no family should feel alone.

Discover More

The Angel Baby charm, crafted from solid sterling silver, launches on Friday, 9 October 2026.

All profits from its sale will be donated to The Lily Mae Foundation.

Discover the Angel Baby charm at The Lily Mae Foundation.