How a simple question turned into something bigger: the story behind Ona

It all started with a simple question.

“Where did you buy the furniture for your daughter’s room?”

I heard it once. Then again. And then a third time - from three different mothers. And funnily enough, every single one of them ended up not only buying furniture from the same manufacturer but even chose the same model I had chosen. That’s when I realized: this wasn’t a coincidence. This was the power of sharing real experiences.

What convinced them the most? Not flashy ads. Not the website photos. But my honest story - how long I had searched, compared, hesitated, and finally made a choice I felt completely confident in. I told them how happy my daughter was, how functional and well-made the furniture is, and how our whole family now enjoys the cozy, inspiring space we created for her.

Later on, when I asked these mothers why they followed my recommendation, their answers were nearly identical:

“I saw it in your home. I could touch it, see how it fits in real life. But what really made the difference was your story - it helped me decide.”

They had also spent weeks, even months, looking for the right thing. My story resonated because it reflected their own journey. And so, they leaned on my experience to save time, avoid overwhelm, and feel confident in their decision.

Why recommendations matter - especially when you’re new somewhere

How many times do we ask for recommendations in a week - or even in a day?

• Do you know a good hairdresser?

• Which school does your child attend?

• Do you like your dentist?

• Where did you buy that bunk bed?

We all feel safer walking a path someone we trust has already walked. Recommendations save us time, give us peace of mind, and often lead us to much better choices than we could’ve made on our own.

And when you move to a new country, like we did when we came to the Netherlands, those recommendations become absolutely vital. You’re building a new life - and having someone say, “This worked for me,” can make all the difference. From doctors to furniture shops, from playgrounds to after-school clubs - our new Dutch friends helped us piece together our new life, one recommendation at a time.

That’s how Ona was born

The idea for Ona grew from this experience:
From the wish to share the best things we’ve discovered, and from the realization of how powerful those discoveries can be for others.

At Ona, we don’t just sell kids’ furniture. We curate what we truly believe in - what we’ve chosen for our own children, what we’ve tested, loved, and recommended to friends.

Because the right furniture isn’t just a practical decision. It’s emotional. It’s about creating a space where your child feels safe, inspired, and completely at home. And if our story can help another parent make that choice a little easier, a little more joyful, then Ona is already fulfilling its purpose.

So if you're on the hunt for that perfect bed, storage unit, or play corner -
Start with someone’s story. Maybe ours.

How Ona started: from one mom’s search to a whole shop of favourites

It started with a question I heard over and over again:
“Where did you get that furniture?”

Friends would visit my daughter’s room and ask. Then they’d buy the same thing.

Not because of an ad.
Not because of a Pinterest board.
But because of my story, how I spent weeks comparing options, I finally chose something that felt right, and watched my daughter fall in love with her new space.

That’s when I realised: sometimes, all we need is someone to say,
“I’ve been there. I found something that works.”

When we moved to the Netherlands, those kinds of personal recommendations helped us build a whole new life, from doctors and schools to furniture and favourite playgrounds. It made me want to do the same for other parents.

That’s how Ona was born.
A collection of pieces I’d choose again, tested and loved in our own home.
Curated not by trends, but by a mom who knows how many decisions we make every day and how much it means when one of them just feels easy.

So if you're searching for that one perfect piece...
Start with someone’s story. Maybe ours. 

Best,

Neringa