Keeping Kids Safe in the Seat: Inside Michelle Pratt’s Car Seat Company

Michelle Pratt didn’t plan on becoming a child safety expert, she simply wanted to protect her kids. Her maternal instinct quickly changed her from being a concerned mother into a movement. As the founder of Safe in the Seat, Michelle has built a platform for millions of parents, combining her motherly wisdom with certified solutions, easing the troubles of people all around the world for a fraction of the cost of most child safety products. For Michelle, this is more than just a product line, as it is developed by moms, for moms… You could almost say that this company is her baby.

Haute Living: First of all, how did you get started in this industry, and how did you develop your platform and gain a following?

Michelle Pratt: Like many moms, I didn’t set out to become a car seat safety expert. I just wanted to keep my own kids safe. But once I realized how confusing and overwhelming car seat information was (and how much misinformation was out there), I couldn’t ignore it. I became a certified Child Passenger Safety Technician and started sharing what I was learning in a relatable, non-judgmental way on Instagram. It turns out that a whole community of parents was looking for that exact kind of support. Safe in the Seat grew quickly from a small following to a trusted resource because we simplify safety without shaming, and that builds real trust.

HL: How did you discover your passion for helping spread awareness of safety to millions of parents with SITS?

MP: It really came from a mix of anxiety and advocacy. I was an anxious mom trying to get things right, and once I realized how powerful the right car seat setup could be in protecting a child, I knew I had to help others feel confident, too. What started as helping friends turned into helping thousands, and now millions. I truly believe that when parents feel equipped and empowered, they make safer choices. That’s what drives me every day.

HL: Can you walk us through how the Nuby x SITS collaboration came to be?

MP: Nuby discovered one of our Reels that called out the hidden dangers of popular but unsafe car seat accessories. That opened the door to a bigger conversation. They reached out because they wanted to do things differently — and better. From day one, we aligned on a mission to not just meet safety standards, but to design products that reflect what moms actually want, need, and just as importantly, don’t want. This collaboration puts the mom’s voice at the center of the product development process in a way that hasn’t been done before, and that’s what makes it so powerful.

HL: Why was it important for you to work on this collaboration?

MP: So many car seat accessories on the market are either unsafe, unnecessary, or just don’t work. I knew that if I wanted to see better options for parents, I had to be part of the process. This collaboration gave me the chance to influence products before they hit the shelves to make sure they’re not only safe, but smart, simple, and supportive for families.

HL: How does this differ from existing products on the market?

MP: These products were designed with safety in mind from the very beginning, not as an afterthought. We focused on real-world struggles, like mirror straps that don’t stay secure, and solved them with thoughtful design. For example, we added a first-of-its-kind tether strap to the mirror for extra safety and stability, something that has never been done before. We also prioritized materials that are both kid-friendly and mom-approved: soft, durable, and easy to clean. It’s a big step toward safer, smarter, and more practical parenting gear.

HL: What is your biggest advice for first-time parents? Any must-have products?

MP: Don’t try to “wing it” with safety. The stakes are too high, and the good news is, you don’t have to. Lean on trusted resources, ask questions, and give yourself permission to learn as you go. Must-haves? A safe, properly installed car seat is at the top of the list. Add a soft-sided mirror, smart window shades, and an under-mat only if they’re compatible. And of course, use a resource like Safe in the Seat to help you feel confident every step of the way.

HL: Anything else that you would like to tell others about your experience as a mother or your product?

MP: Parenting is hard enough. You shouldn’t have to be an expert in vehicle safety too. That’s why Safe in the Seat exists: to bridge the gap between complicated safety standards and everyday parenting decisions. This collaboration with Nuby is just the beginning. My hope is that it sparks a broader shift in the industry toward products that genuinely support parents in keeping their children safe.