Why we called it Aube
What the French word for dawn means to us, and what we hope the app can be.
Before you readThis article talks about pregnancy loss. Read at your own pace, and stop whenever you need to.
Aube (say “ohb”, to rhyme with “robe”) is the French word for dawn.
Dawn doesn’t arrive all at once. The light comes gently, a little at a time, and in its own time. We were drawn to that idea: that whatever comes after a loss doesn’t have to be rushed.
What the name means to us
We wanted a name that feels calm, short and quietly hopeful, without promising that anything will be fixed or that there is a right way to feel.
Aube is a companion for reconnecting with yourself, at your own pace. It isn’t a place that tells you how to feel. It’s somewhere to reflect, explore what matters to you and find your own way forward.
Dawn doesn’t arrive all at once. It comes gently, in its own time.
What we hope the app can be
Aube is being designed around a few simple promises:
- everything is optional, so you choose what feels relevant
- nothing is prescribed, with no script for how to grieve or recover
- nothing is rushed, with no timeline, streaks or deadlines
- everyone is welcome, on your own or with a partner
Who it’s for
Aube is for adults affected by pregnancy loss: women, men and parents of all genders, whether you carried the pregnancy or supported a partner, and whether you are going through it on your own or together. Every experience is different, and every experience matters here.
What happens next
The Aube app launches in summer 2027. If you’d like to hear when it’s ready, you can join the waiting list. We’ll only email you about the launch, and you can unsubscribe at any time.
The Aube teamWe’re creating Aube as a gentle, personal space for anyone finding their way after pregnancy loss.
This article is for reflection only. It is not medical advice and does not replace support from a doctor, midwife, counsellor or other qualified professional.
