By Jessica Grose

Underneath Yummy Mummy’s cheerful purple awning on Lexington Avenue between 81st and 82nd Streets, a mannequin wearing a Boob brand striped nursing top has one breast peeking out. The cheeky tableau announces the shop’s mission as clearly as the slogan stenciled on the door: “Happy breastfeeding.”

Equal parts upscale boutique and Duane Reade, the bright, well-organized space offers new and expectant mothers practical nursing necessities and a little necessary pampering for their breasts. And with products like Nummies brand nursing bras, goat’s rue herbal supplements (to increase breast milk production) and Earth Mama nipple butter, it can be hard to tell which is which.

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Comments | Posted in In the News By Olivia Leon

From the 2010 Best of New York issue of New York Magazine

Yummy Mummy

Amanda Cole opened her store—part gear provider, part community support center—after having a difficult time breast-feeding her daughter. Apparently she wasn't the only one: The day before she opened Yummy Mummy last May, customers were pounding on the door. Cole carries all manner of nursing accoutrements, from the necessities (bras, ointments, pillows), to the kind of clothing mothers would wear even if they didn't need to (smock blouses and camis from Swedish line Boob, in particular). She also seeks out unusual items like a line of silicone compression underwear to help with C-section recovery. Though the store is a big breast-feeding advocate, it's not exclusionary—it stocks pumps and bottles and rents hospital-grade pumps ($40 a week, plus $15 for delivery). One or more times a day, the store transforms into a salon for weekly lactation classes, prenatal yoga and Pilates, and breast-feeding support groups.

Comments | Posted in In the News By Olivia Leon

ABCNews visits Yummy Mummy

Feb 16, 2017 5:39:39 PM

Sara Haines from ABC News stopped by Yummy Mummy to learn about the must have items for any new or expectant mom.
http://abcnews.go.com/Health/video/basics-breastfeeding-moms-37196171Read More
Comments | Posted in In the News By Olivia Leon

It's such an honor to be the only retailer in NYC to carry Bravado Designs Limited Edition Essential Nursing Tank designed by celebrity designer Rebecca Minkoff. 20% of all sales will be donated to Jessica Seinfeld's charity Baby Buggy, dedicated to providing families in need across the US.



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Comments | Posted in In the News By Olivia Leon

By Julia Beck

January 26

Nikki Little gave birth via C-section at 33 weeks to her sons Nolan and Evan, this after five-and-a-half weeks in the hospital on strict bed rest. The premature baby boys stayed in the NICU for an additional 13 days. During that time, Little, a director of social media at a Detroit-based firm, benefited from being able to work with a lactation consultant, had access to a pump and accessories in the hospital, and another rental pump once she left to go home. Little took an eight-month break from work and returned to her agency, which offers a private space for pumping.

The majority of her care, the care of the babies, her pumps, the lactation support, and the space to pump along with break times were all provided thanks to a single paragraph in the Affordable Care Act (ACA).



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Comments | Posted in In the News By Olivia Leon


The breast pump industry is booming, thanks to Obamacare

By Sarah Kliff

January 4, 2013

 

The legislators who drafted Obamacare wrestled with cosmic issues of health and spending, but here’s one consequence they didn’t foresee: a boom in demand for breast pumps that has left some retailers scrambling to keep up.

Tucked within the Affordable Care Act is a provision requiring insurance companies to cover breast pumps and visits to lactation consultants at no cost to the patient.

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Comments | Posted in In the News By Olivia Leon


By Amanda Cole

Breastfeeding moms in the US have much to celebrate during this year’s World Breastfeeding week. Women pregnant when the US Department of Labor passed last year’s “Break Time for Nursing Mother’s” provision can now take full advantage of the law which requires employers to provide both a reasonable break time and place for employees to pump or otherwise express breast milk. In addition, a 2011 ruling by the IRS enables breastfeeding families to use pretax money from their flexible spending accounts to purchase pumps and other breastfeeding supplies.Read More
Comments | Posted in In the News By Olivia Leon
image

By Jessica Grose

Underneath Yummy Mummy’s cheerful purple awning on Lexington Avenue between 81st and 82nd Streets, a mannequin wearing a Boob brand striped nursing top has one breast peeking out. The cheeky tableau announces the shop’s mission as clearly as the slogan stenciled on the door: “Happy breastfeeding.”

image

Equal parts upscale boutique and Duane Reade, the bright, well-organized space offers new and expectant mothers practical nursing necessities and a little necessary pampering for their breasts. And with products like Nummies brand nursing bras, goat’s rue herbal supplements (to increase breast milk production) and Earth Mama nipple butter, it can be hard to tell which is which.

The store’s pumps, mostly made by Medela, camouflage their medical-equipment origins in smooth molded plastic and rubber-duckie yellow. A “pump in style” rig — if a backpack counts as stylish on the Upper East Side — runs the new mother $299; the “freestyle,” which clips onto her belt like an engorged BlackBerry, costs $379. Hospital-grade pumps are available for rental, as well.

On a recent early Thursday afternoon, a woman sat on a plush couch in the back to nurse her infant daughter while early Michael Jackson played in the background. She had just bought some nipple shields — small pieces of silicone that can make breast-feeding easier for infants. The store’s owner, Amanda Cole, lent her a hot-pink patterned pillow to strap around her waist to support the baby. Soon, her daughter was happily sucking away, and the woman was chatting with Ms. Cole about how her older son was adjusting to the new addition to the family.

In the Manhattan work-life ballet, doing what comes naturally can get pretty complicated. So when Ms. Cole, 36, opened the store in 2009, the idea was to offer nursing mothers both products and instruction: breast-feeding classes, prenatal yoga and events like “doula speed dating,” in which expectant parents can meet and choose a labor coach.

“When I first had to use my breast pump,” Ms. Cole recalled, “I called my sister, who luckily lived across the street, and I was like, ‘Get over here, I have no idea what to do, this apparatus is so scary.’ ”

The shop serves local professionals and stay-at-home moms and receives a steady stream of business from women visiting obstetricians affiliated with Lenox Hill Hospital nearby. On this Thursday, one woman arrived with her husband and baby in tow. The man stood uncomfortably amid the maternal miscellany while the woman tried on a series of nursing-friendly nightgowns in blue and black.

“They always feel like they’re the first dad that’s ever come in here,” Ms. Cole observed.

By 6 p.m., most of the shoppers had drifted out, and the women attending the evening’s prenatal breast-feeding class started to trickle in. Wendy Schwartz, who lives on the Upper West Side, was expecting her second child in two weeks and had come for a refresher. “We didn’t think we’d have another,” she said. “So we threw everything out and forgot everything.”

The class’s teacher, Kate Sharp, has been a lactation consultant for 24 years, and she projected a tidy and confident air. She wore very sensible shoes.

She put in a DVD, and the screen displayed a newborn scooting toward her mother’s breast without any help. Ms. Sharp turned off the sound (“goofy childbirth music,” she sniffed), but told the class to watch how the baby instinctively made her way to the food source.

Ms. Sharp had a baby doll dressed in a red onesie that she used to show the class proper positioning. She leaned back against her chair with the doll propped against her chest to show how easily a baby could be supported.

“Just do this,” she said, offering advice as old as motherhood itself, “and you’ll feel like a magician.”

See the article on the New York Times website…

Comments | Posted in In the News By Olivia Leon

From the 2010 Best of New York issue of New York Magazine

Yummy Mummy

Amanda Cole opened her store—part gear provider, part community support center—after having a difficult time breast-feeding her daughter. Apparently she wasn't the only one: The day before she opened Yummy Mummy last May, customers were pounding on the door. Cole carries all manner of nursing accoutrements, from the necessities (bras, ointments, pillows), to the kind of clothing mothers would wear even if they didn't need to (smock blouses and camis from Swedish line Boob, in particular). She also seeks out unusual items like a line of silicone compression underwear to help with C-section recovery. Though the store is a big breast-feeding advocate, it's not exclusionary—it stocks pumps and bottles and rents hospital-grade pumps ($40 a week, plus $15 for delivery). One or more times a day, the store transforms into a salon for weekly lactation classes, prenatal yoga and Pilates, and breast-feeding support groups.



Comments | Posted in In the News By Olivia Leon

ABC News visits Yummy Mummy

Feb 8, 2017 2:18:56 PM

Sara Haines from ABC News stopped by Yummy Mummy to learn about the must have items for any new or expectant mom.
http://abcnews.go.com/Health/video/basics-breastfeeding-moms-37196171Read More
Comments | Posted in In the News By Olivia Leon