When Serena Williams took to Instagram on Thursday to announce the birth of her daughter, Alexis Olympia Ohanian Jr, she also shared an intimate video diary of her pregnancy journey. Beginning with a sonogram, the clip charts her Australian Open win while eight weeks pregnant, her growing bump, her cankles- and her little one's safe arrival.
But while the world gushed over the sweet images of baby Alexis, an Australian company, Incy Interiors, had further cause for celebration - spotting their "Ellie" cot in her nursery.
The response was instant, with mums around the world clambering to get their hands on the $899 cot - and almost breaking Incy Interior's website in the process.
"We can't believe the response to the Ellie Cot following Serena William's viral video and social media post," says Incy Interiors founder, Kristy Withers. "It's one of our most popular designs and the coverage has resulted in incredible customer enquiry and demand. We've had to put on another Customer Service Manager to respond to enquiry and orders. It's been incredible."
According to the product description, the Ellie cot is "classical and timeless," and comes in a rose gold finish. It has stationary side rails and two different mattress heights.
The Ellie cot features in Serena Williams' nursery for baby Alexis. Photo: Incy Interiors.
To celebrate their international success, the retailer is currently offering Australian and US customers 20 per cent off - available for $719.20.
You can shop for it online here or at Chatswood Chase Shopping Centre in Chatswood, Sydney.