Author: Evan Bao
Date Created: 25 November 2025
Last Updated: 25 November 2025
Editor: Cindy Du & Jess Parker
Over a third of women experience pregnancy loss, yet the silence surrounding it remains deafening. Why is such a common grief so rarely discussed?
For us, this isn't just a statistic—it’s the personal heartbreak that birthed The Cuddle Club. After navigating our own loss in 2023, a serendipitous sign (literally) led us to The Pink Elephants Support Network. In this post, we’re deeply proud to share how we are turning "sale season" into a season of support.
Read on to discover the incredible resources Pink Elephants offers (including support for partners and workplace advocacy), why we are pledging 5% of our revenue to their mission, and how you can help us destigmatise the loss so no one has to walk this journey alone.
How We Got Here
Why We Choose Pink Elephants and What They Do.
The Support Services Pink Elephants Offers for People Going Through Pregnancy Loss
The Cuddle Club Partnering with Pink Elephants Support Network
Why This Cause Matters : The Statistics on Pregnancy Loss
How You Can Support
How We Got Here
Jess started The Cuddle Club because of the loss of our baby in 2023 (she also lost her banking job around the same time too). Weighted plush toys became Jess’s thing to manage her grief & calm her down throughout the day. <the power of sensory right>
Long story short, we couldn’t find any in the market that were A) soft enough, B) nice enough, C) had even weight distribution (enough) to our liking.
And with the new time Jess had, she decided to take a risk and serve people just like us - those going through grief and needing an emotional support buddy 24/7.
Why We Choose Pink Elephants and What They Do.
As November began and Black Friday approached, we felt the usual pressure to run another sale as business owners. But after everything we’ve been through - and the reason we started The Cuddle Club in the first place - it didn’t feel right to make this ‘sale season’ all about us.
Instead, we asked ourselves:
Why don’t we use this moment to drive awareness and funds toward a cause that truly aligns with our journey?
(You can read more about our giving-back history here.)
And then, almost like a sign, a Pink Elephants bus shelter advertisement appeared right outside our house.
We were instantly curious and felt compelled to learn more about the work they were doing around pregnancy loss.
What we discovered over the next few weeks genuinely astounded us. Not just the depth of their impact, but how little awareness there seemed to be around it.
We found ourselves asking:
-
“How exactly does this organisation support people through pregnancy loss?”
-
“What services do they offer for people currently going through grief?”
-
“Why has there been so little spotlight on the stigma and silence surrounding this topic?”
And that… was the first domino to fall.
A few weeks later, we reached out to Jess, the Head of Partnerships at the Pink Elephants Support Network and that’s where everything began to unfold..
And Oh boy did we get shocked in terms of how much they had been doing… and exactly how they could warrant getting a bus stop advertisement up! (they’re expensive)
Ultimately we WISH, we knew about Pink Elephants when we were going through our own moments of grief.
Just two points that really resonated with us when we met with them was:
1. They “destigmatise & normalise conversations around pregnancy loss”
This hit home immediately.
We remember feeling so much shame telling work, taking leave, and even telling people that we had ‘failed’, even though it was never our fault.
Hearing those words from them made us realise just how much we needed that kind of reassurance back then.
2. Provide support services to both the person who carried the baby & their partners
Yup, for me as the partner, it was a very isolating incident. I always asked myself - how would I have known which one of my friends I could open up about this experience?
Also, I had no idea how to be a supportive partner for Jess… and it was lonely to figure it out.
The Support Services Pink Elephants Offers for People Going Through Pregnancy Loss
(co-founder of Pink Elephants Support Network, Samantha Payne)
Live chat
Real-time, one-on-one support from trained peer supporters who have personally experienced pregnancy loss. It’s a safe space to talk, ask questions, or simply not feel alone.
Online Communities
Private, moderated groups where people can connect with others who truly understand what they’re going through. These communities offer comfort, shared stories, and judgement-free support at any stage of grief.
The Circle
A guided series of emails tailored to different stages and experiences of pregnancy loss. You choose the journey that best fits where you’re at, and receive thoughtful, support straight to your inbox.
Pregnancy Loss Helpline in partnership with PANDA
A specialised helpline run with PANDA, offering immediate emotional support and guidance from professionals trained in perinatal mental health.
Grief and Grace Group Counselling Program
The Grief and Grace Program is a six-week online support group guided by a registered therapist, offering a safe space to learn coping strategies, share experiences, and connect with others navigating pregnancy loss.
Work Place Support Program
Pink Elephants also has a Workplace Support Program where they aim to equip workplaces with the tools and knowledge to empathetically support employees through early pregnancy loss, helping reduce the risk of ongoing emotional and psychological distress. If you are keen to hear more about this program, reach out to Jess at jess@pinkelephantssupport.com
In addition, 2021 Pink Elephants also successfully lobbied and changed Federal Legislation to include miscarriage in The FairWork Act of Australia under bereavement/compassionate leave, entitling all bereaved parents who lose a baby to pregnancy loss prior to 20 weeks 2 days paid bereavement leave.
The Cuddle Club Partnering with Pink Elephants Support Network
We’re pledging 5% of The Cuddle Club’s revenue (not profit) to the Pink Elephants Support Network and the incredible work their team is doing.
We truly, madly, deeply believe in the ripple effect of their work.
We don’t like dwelling too much on the past, but we genuinely do wish we had known about this brilliant cause and the amazing team behind it when we were going through our own experience.
Why This Cause Matters : The Statistics on Pregnancy Loss
37% women experience pregnancy loss at some stage in their life - yet it remains one of the least talked about forms of grief.
Think about it for a moment:
-
How many open conversations have you had about this?
-
How many friends, close or not, have shared their experience?
-
How many colleagues?
-
Who do you know that has felt ashamed, afraid, or judged for speaking up about their grief?
The silence around pregnancy loss is loud. And it shouldn’t be.
As our friends at Livin remind us, “it ain’t weak to speak.”
It’s okay not to be okay - especially when it comes to grief that so many carry quietly.
Our hope is that our community can play a part in destigmatising and normalising these conversations.
And importantly, we want to shine a light on the incredible support services offered by the Pink Elephants Support Network, so fewer people have to walk this journey alone.
How You Can Support
1. Purchase a Cuddle Pal this November
For every Cuddle Pal purchased, we will personally donate 5% of your order (revenue, not profit) directly to the Pink Elephants Support Network.
Your gift becomes someone else’s support.
2. Support Pink Elephants Directly
If you’d like to learn more or contribute further, you can visit or donate directly through their website:
-
Learn more: https://www.pinkelephants.org.au/
And here’s what your donation can help fund:
-
$80 supports one person through one-on-one peer support via LiveChat
-
$100 provides access for one person to join an online support group
-
$500 supports a woman through the full six-week Bereavement Program
Every contribution, big or small, helps someone feel less alone during one of the hardest moments of their life.