What They Don’t Tell You (but we will!)

Your Ultimate Baby Naming Guide — with SJ Strum

What They Don’t Tell You (but we will!)

Show Notes

Today, we're talking about something really fun and surprisingly controversial — What They Don’t Tell You About... Baby Names! We’re joined by the UK's leading baby name consultant, YouTuber and author SJ Strum, who has helped thousands of parents around the world choose the perfect name — and who knows all the trends, pitfalls and behind-the-scenes baby name drama.

In this episode, we chat about:

Why choosing a name is more stressful than people admit

Tips for getting past the dreaded “partner veto”

How to avoid future baby name regret

Current trends — and what to avoid if you want something timeless

How names shape identity, confidence and even school life

Our own name stories (including a few fails and changes!)

Whether you're expecting & stuck on names, or just love a good list — this one’s packed with laughs and loads of inspiration.

Follow SJ on Instagram at @sj_strum and grab her brilliant new book Baby Name Envy now!

More from What They Don’t Tell You (but we will!)

Oct 20, 2025

In this episode of What They Don’t Tell You, Matt and Emily Norris sit down with Zak Marks, founder of Kitt Medical, to talk about the reality of living with severe allergies, both as someone who has them, and as parents raising a child with one.

Sep 29, 2025

This week’s episode of What They Don’t Tell You is extra special, we’re joined by our 9-year-old son, Jackson. He has requested to make this episode for some time!

Sep 22, 2025

This week on What They Don’t Tell You, we sit down with writer, podcaster, and queen of parenting honesty Cat Sims (@notsosmugnow) for a conversation that’s as funny as it is heartfelt.

Sep 15, 2025

Back to School with Sophie David (Happy Little Learners) Back-to-school season can stir up a mix of emotions - excitement, nerves, and even a bit of Sunday-night dread, for both kids and parents.

Sep 8, 2025

This week on What They Don’t Tell You, Emily and Matt sit down with dietitian and author Nichola Ludlam-Raine to unpack the hot topic of ultra-processed foods (UPFs). From sneaky “healthy” products that are more processed than you’d think, to the everyday guilt parents feel about feeding their kids, Nichola breaks down the science in a relatable, real-world way.

See all episodes →