Ali Wing is more than just the founder of giggle — she's an advocate for today's new parents.

By offering smarter solutions, providing information and building a parenting community, Ali has made giggle a resource destination. In addition to smarter products, giggle offers customized services to help make it easier to become a new parent, such as giggle personal shoppers and giggle's ultimate baby registry, offering parents a robust set of tools such as gear guides, starter checklists and a baby gear dictionary.

Ali was born in Northern California and raised in Montana, where she was one of nine children, five of whom were adopted from different cultures. With a lifelong focus on healthy living and community, she's been a champion of ecological issues and leader in seeking out organic products from the beginning. Before giggle, Ali worked for companies ranging from Fortune 500 NIKE to multi-channel Bay Area start-up Gazoontite, the first-ever retailer of branded environmental control products for allergies and asthma. Her education includes an MBA from Northwestern University's J.L. Kellogg Graduate School of Management and a JD from the Northwestern School of Law.

She serves as a parenting resource through both her published works and her speeches, helping new parents navigate the glut of choices out there and find only what they need, when they need it. Because of her extensive product knowledge, Ali is a regular speaker on lifestyle topics for parents and has written a book on the topic, the giggle guide to baby gear (Chronicle Books, 2008). Ali is also a columnist for The Bump and Modern Mom and co-author of the lilaguide baby gear buyer's guide, the Zagat's of baby gear. From general advice for each gear category to lifestyle tips about individual products, her expertise helps provide context for the peer reviews.

Community and involvement are important to Ali. She serves as executive director of the Tecumseh Foundation and is on several boards, including The New York Center for Children, Kids Today, Northwestern University and the Children's Museum of the Arts. She continues to track new courses both personally and publicly, as an innovative businesswoman, an avid runner, a wife and a mother.