Emile Kuenen is the founder and creative director of Joolz Prams, which was started in 2004 in Amsterdam. Joolz products are now available in 29 countries, including Australia. The idea was sparked when Kuenen was out with friends who complained that there were no well-designed prams for their children. Kuenen says not having children has been a bonus as he has no biases when designing new products.

You create prams that are designed to perform, but also look beautiful. Was this combination always the aim?