Becoming Mama: Our Story

Mama and baby Ilyas

When I became a mother, I felt a plethora of things. Joyful about this precious, tiny human I had the privilege to raise. But also unsure of my abilities as a first-time mom. Nervous about my capacity to thrive in this new role while maintaining a career. And uncomfortable in my body, which I wished could make me look like superwoman when I didn’t feel like her.

As the days of my maternity leave ticked away, I looked to my closet for a costume to give me an extra bit of confidence. But it was the first time the excuse “I have nothing to wear” was legitimate. It either didn’t fit, wasn’t flattering, didn’t work for breastfeeding (and pumping), or wasn’t professional enough.

So I scoured the Internet for nursing-friendly fashions. In the wee hours of the night, face lit up by the glow of my cell phone, I would shop while nursing my babe. But package after package I was generally disappointed. 

Exasperated one night, I shared with my husband how I wished I could make my own feedwear to fill the voids I was seeing in the market. “So do it,” he said, so calmly, like there was no question I was capable.

Valerie Nadi

His belief emboldened me. So I sketched. Then researched. And planned. I’ve been pregnant with this idea for two years, and in the spring of 2020 these products will be birthed into the world. I thank my lucky stars that I now get to share this apparel with you. 

Our brand exists to remind moms of all shapes and sizes of their strength and beauty. We celebrate your gumption. It takes strong will and determination to raise tiny humans. And we cheer on every parent for their energy and love. 

Follow along with us for updates about our launch. Tap into our blog for encouragement, #momlife hacks, and a community that empowers you. And join the conversation with us on Instagram, Facebook, or Twitter to lift other mamas up.

Throughout your pregnancy, nursing journey, and perhaps even beyond, I hope you will always feel like you have a look that is becoming on you, mama!


  • Love that you share your story of motherhood!! Thank you!

  • Super cool! Congratulations.

  • This is wonderful! I love this idea! I’ll be sure to follow along!

  • Congratulations on the incoming baby and wishing you all the best <3

    I have the same problem with my wardrobe, because I… have lost too much weight after delivery. And I can’t buy anything for myself either. My favorite trousers or swimsuit I used to wear before pregnancy fall down. Moreover, my calves are a bit too developed what really makes choosing jeans difficult. I wish, my body looked just a bit more healthy.

    Bibi on Board
  • I love hearing the point of view from other new moms. Thank you so much for sharing


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