INVENT 2025 Finalist: Calara

Founders name: Dr Eimear Campbell

What was the “aha” moment that sparked your idea?

The idea came from that moment every parent knows: the walk ends, the kids are tired, bags are heavy, and the pram wheels are caked in dirt. With so many tasks already competing for attention, the wheels were always the extra problem I didn’t need. I was shocked there wasn’t already a solution. A quick survey showed I wasn’t alone — most parents said they’d buy one. That confirmed the problem was real: parents need a quick, on-the-spot way to clean and disinfect pram wheels, stopping dirt and pathogens from being dragged into cars and homes, and protecting children with still-developing immune systems.

What is your background?

I am a Chartered Mechanical Design Engineer with a PhD in Ultrasonics. For the past 11 years I’ve worked in a global design and manufacturing company, developing innovative solutions to technical challenges. Alongside my career, I’m also a mother of two, which has given me first-hand insight into the daily challenges parents face.

Tell us a bit about your solution

I’m developing a portable pram-cleaning system with wheel covers and a brush with a fluid reservoir. It works with our antibacterial tablets that are lab-tested to destroy harmful pathogens which can otherwise be carried indoors and pose a risk to babies with developing immune systems. The solution is compact, quick to use, and stops dirt and germs being tracked into cars and homes — keeping prams clean, safe, and hygienic.

What first impression do you want users to have when they experience/use your product?

I want parents to feel supported — like they have an tool to handle one of the many challenges that parenting throws their way. Spot a wheel disaster? No dramas. It should feel simple, practical, and intuitive, while showing it was created by someone who truly understands family life and children’s health.

Where do you hope to be in five years?

In five years, I hope to have established the product in the UK and expanded into Europe. My goal is to build a trusted brand for smart, parent-friendly solutions that ease everyday frustrations and help families keep children safe and hygienic.

What’s the best piece of feedback you’ve received so far?

The first thing that springs to mind is the facial expressions of parents who have experienced pram wheel dramas along with ‘I would definitely buy this!’ That reaction confirms I’m tackling a genuine pain point and motivates me to keep bringing the product to life.