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Yummy Mummy - In the News

Breast-Feed the Baby, Love the Calorie Burn—The New York Times

By CATHERINE SAINT LOUIS

WHEN Jessica Jochim returned to work after her three-month maternity leave, she was the envy of her co-workers at Babies “R” Us. Mrs. Jochim, who had gained 40 pounds carrying her first child, steadily slimmed until she was a size 4 again. Yet, exercise was a pre-baby relic. She wasn’t dieting, either. In fact, every two hours, she snacked as if on cue.

What was her secret? Breast-feeding her newborn James on demand, and using a breast pump to take milk home to him.

“All the ladies at work started joking they were going to go in back and pump so they could start losing weight like I was,” said Mrs. Jochim, a mother of three from Vancouver, Wash. “I had a baby suckling 600 calories a day out of me.”

That breast-feeding gives mothers an edge shedding baby weight has long been suspected. But lately, a parade of celebrities has attributed their postpartum slimming to nursing, bringing this age-old topic back into the spotlight. Adding to the conversation is a large study that suggests that weight loss through breast-feeding is not a myth.

Earlier this year, Rebecca Romijn, who wore a shrink-wrapped outfit in “X-Men,” called breast-feeding her new twins “the very best diet I’ve been on.” After Angelina Jolie posed for the November 2008 cover of W magazine nursing one of her twins, she said that it had helped her regain her figure. (That cover made her an icon among breast-feeding advocates and inspired a bronze statue of a nude Ms. Jolie double-nursing her newborns that was exhibited in London last month.)

These days, more than ever, a mother is expected to bounce back from pregnancy and be a “yummy mummy” in no time. Skin-care lines like Mama Mio target mothers with firming creams like Boob Tube. Nursing mothers can buy form-fitting tops at YummyMummyStore.com so they can flaunt their shape as they push their Bugaboo.

Is it any wonder that some new mothers are quietly thrilled at the calorie cushion that breast-feeding provides? “Nobody wants to admit they are doing it for themselves, or ‘I’m doing it to help myself look hot again,’ ” said Jesse Comer, from Portland, Ore., whose main motivation to breast-feed was her baby’s health. “It’s tough to admit to other people that everything isn’t about the baby.” But Ms. Comer, like many mothers interviewed for this article, “felt like until the weight was off, I wouldn’t feel myself.”...

Breast-Feed the Baby, Love the Calorie Burn—The New York Times

By CATHERINE SAINT LOUIS

WHEN Jessica Jochim returned to work after her three-month maternity leave, she was the envy of her co-workers at Babies “R” Us. Mrs. Jochim, who had gained 40 pounds carrying her first child, steadily slimmed until she was a size 4 again. Yet, exercise was a pre-baby relic. She wasn’t dieting, either. In fact, every two hours, she snacked as if on cue.

What was her secret? Breast-feeding her newborn James on demand, and using a breast pump to take milk home to him.

“All the ladies at work started joking they were going to go in back and pump so they could start losing weight like I was,” said Mrs. Jochim, a mother of three from Vancouver, Wash. “I had a baby suckling 600 calories a day out of me.”

That breast-feeding gives mothers an edge shedding baby weight has long been suspected. But lately, a parade of celebrities has attributed their postpartum slimming to nursing, bringing this age-old topic back into the spotlight. Adding to the conversation is a large study that suggests that weight loss through breast-feeding is not a myth.

Earlier this year, Rebecca Romijn, who wore a shrink-wrapped outfit in “X-Men,” called breast-feeding her new twins “the very best diet I’ve been on.” After Angelina Jolie posed for the November 2008 cover of W magazine nursing one of her twins, she said that it had helped her regain her figure. (That cover made her an icon among breast-feeding advocates and inspired a bronze statue of a nude Ms. Jolie double-nursing her newborns that was exhibited in London last month.)

These days, more than ever, a mother is expected to bounce back from pregnancy and be a “yummy mummy” in no time. Skin-care lines like Mama Mio target mothers with firming creams like Boob Tube. Nursing mothers can buy form-fitting tops at YummyMummyStore.com so they can flaunt their shape as they push their Bugaboo.

Is it any wonder that some new mothers are quietly thrilled at the calorie cushion that breast-feeding provides? “Nobody wants to admit they are doing it for themselves, or ‘I’m doing it to help myself look hot again,’ ” said Jesse Comer, from Portland, Ore., whose main motivation to breast-feed was her baby’s health. “It’s tough to admit to other people that everything isn’t about the baby.” But Ms. Comer, like many mothers interviewed for this article, “felt like until the weight was off, I wouldn’t feel myself.”...

BFF (Breast Friends Forever) - Daily Candy Kids NY (May 18, 2009)

BFF (Breast Friends Forever)

Yummy Mummy Opens

You have it in your head how this whole bundle of joy thing plays out.

After an easy-breezy pregnancy, your wee one takes to the breast instantaneously, protecting herself from allergies, while sucking off all your baby weight.

Riiigghht.

More than likely, you’ll encounter a few bumps (and blisters) on the way to breast-feeding bliss. Yummy Mummy, the Upper East Side’s new one-stop shop for all things nursing, has the supplies and support you need to make the whole lactation experience as stress free and rewarding as possible.

With everything from nursing bras and pads to pumps and helpful DVDs, your transition from hospital to home will be a cinch. In addition, Yummy Mummy offers classes and groups where even your weirdest questions will be answered.

So boob time won’t suck.

See the entire item on the Daily Candy website.

When Breast Is Best - Urban Baby NY (May 19, 2009)

When Breast Is Best

Pumping and dumping, latching, proper positioning — you’re learning all the techniques, but breastfeeding is not going so swimmingly.

Stop by Yummy Mummy, a just-opened uptown boutique that focuses on everything related to breastfeeding. This full-service, one-stop-shop for new and expectant parents focuses on nursing products and resources, as well as classes on lactation-related topics taught by Certified Lactation Consultants. From nursing bras and pads to books and DVDs, the specialty store run by an UES native and mother is all about making the breastfeeding experience a little easier.

For more, see the UrbanBaby New York news item.

Pumped for Yummy Mummy - Our Town (May 14, 2009)

Pumped for Yummy Mummy

‘One stop shop’ for breastfeeding moms

By Sarah Liston

M is for May and mammaries! This month, the first and only breastfeeding store on the Upper East Side opens its doors. Its name should make you giggle: Yummy Mummy. This self-described “one stop shop” for the breastfeeding mom, at 1201 Lexington Ave. between 81st and 82nd, will have everything that nursing moms need to be their very best at breastfeeding: nursing bras, breast pumps, pads, DVDs, reference books and even weekly classes, special seminars and breastfeeding support groups.

See the complete item on the Our Town website

Buzz Worthy - New York Family (May 14, 2009)

Mom's Only: New and expectant moms on the Upper East Side now have a shop just for them. This month, New York City mom and lactation educator Amanda Cole is opening Yummy Mummy, a breastfeeding emporium selling all the essentials, including breast pumps and extra parts, nursing tops and bras, nursing pads, and cover-ups, as well as more unusual items like post-cesarean panties and fashionable hospital gowns. The store will also host classes and support groups led by lactation consultants.

See a PDF of the item as it appeared on page 22 of the May 2009 issue

Yummy Mummy Featured on Stroller Traffic (March 18, 2009)

UES Moms Will No Longer Have To Schlep to the UWS For Pumps and Soothies: Yummy Mummy is slated to open this May, on Lexington Avenue in the 80s. Expect everything from Boppys and Hooter Hiders to shields and Lansinoh. Visit the Stroller Traffic website.

Media Relations

First Full-Service Breastfeeding Emporium Coming to the East Side of Manhattan

FOR IMMEDIATE RELEASE:
Contact:
Susan Gerson
(646) 715-2676

First Full-Service Breastfeeding Emporium Coming to the East Side of Manhattan - Yummy Mummy™ to Open this Spring

New York, NY – March 16, 2009 - Responding to the growing demand for breastfeeding products, services and resources in Manhattan, Yummy Mummy™ will open its door to the public this spring at 1201 Lexington Avenue.

The store, the first of its kind on the east side of Manhattan, will be a “one stop shop” for expectant and new parents interested in breastfeeding, offering a full-line of nursing products and resources, as well as classes on lactation-related topics taught by Certified Lactation Consultants.

“For a city as big and densely populated as New York with 125,506 births in 2007, and 85% of New York City women initiating breastfeeding, it was amazing to me how few resources were offered for breastfeeding moms,” says store founder and president Amanda Cole.  “I know from my own experience that breastfeeding can be challenging and stressful. I didn’t think that finding a store to assist in breastfeeding should be challenging and stressful too.”

Cole conceived of the idea for Yummy Mummy after the birth of her daughter.  Like other new moms, she saw a real need and demand for a nursing specialty store to help mothers hoping to facilitate or enhance their breastfeeding experience.

Yummy Mummy will offer every essential a nursing mother needs - from nursing bras, pads and pumps, to reference books and DVDs. And to provide a supportive community for breastfeeding moms, Yummy Mummy will host weekly breastfeeding classes for parents and expectant parents on topics like “Perfecting Your Baby’s Latch” and “Breastfeeding 101” as well as breastfeeding support groups for new parents to share and learn in a friendly supportive atmosphere. 

In addition to the store location, Yummy Mummy will be available online at http://yummymummystore.com, which will feature a gift registry and community board.

Due to increasing scientific research, the World Health Organization, American Academy of Pediatrics and Surgeon General of the United States recommend human milk as the natural food of choice for infants during the first year of life.  According to the Center for Disease, the benefits of breastfeeding for baby and mom are vast and include protection against gastrointestinal and respiratory problems for baby and quicker post-partum weight loss for mom. Furthermore, formula costs between $900 to $4,700 the first year, while additional food costs for the breastfeeding mother runs approximately $120 per year.

About Yummy Mummy

Yummy Mummy is the first and only breastfeeding specialty store on the east side of Manhattan. Yummy Mummy’s mission is to facilitate and enrich the breastfeeding experience by providing the information, personal attention, and products and services that mothers need to make breastfeeding enjoyable, rewarding and stress-free. Yummy Mummy will serve as a gathering place for soon-to-be and new moms seeking support, guidance and “sisterhood.”

About Amanda Cole, President and Store Owner of Yummy Mummy

Amanda Cole, the president of Yummy Mummy, will run the store’s daily operations. Prior to opening Yummy Mummy, Cole worked in brand management at Novartis Consumer Health, most recently on the Theraflu and Comtrex brands. She earned her MBA from New York University’s Stern School of Business in 2006 and her certificate as a Lactation Educator from the University of California, San Diego (UCSD). A native to the Upper East Side, Cole lives just two blocks from her childhood home with her husband and daughter.