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Beautiful Breastfeeding Clothes

Baby steps


We feel like we’ve turned a bit of a corner at Milk & Mummy. The reason being that we seem to be ranking on page one in Google a lot more often than we did before. For any one who knows something about the internet, you will appreciate that this is quite a big thing and for anyone who doesn’t, then I apologise for getting a bit technical on you! Put quite simply it means we are becoming easier to find and therefore we are getting more traffic to our website. And subsequently we are getting more sales! Naturally it is making us very, very happy (and we’ve heard that we are making our new customers very happy too). I hesitate to mention it for fear it may jinx things, as nothing is as fast changing and fickle as the internet, but it’s a very promising start!

As a result, you may have heard, we sold out of four of our breastfeeding dresses: Bea Istanbul print, Josie purple, Tara and Sally. When I ordered for this range we hadn’t even started trading, so it was difficult to predict quantities and, whilst it was a fantastic sign for the business that demand was high, naturally I wanted to be able to sell more! Thankfully I was able to re-order all but one of these dresses. In addition, we’ve also now got Josie dress in a really beautiful teal shade, which I think will be really popular for weddings and christenings, just as the purple version is.

Bea Istanbul print

Bea Istanbul print

Josie teal

Josie teal

We’re getting some really positive feedback from our customers too. I speak to many over the phone and they tell me how relieved they are to come across Milk & Mummy after scouring the internet for something fashionable that is still a style they would choose even if they weren’t pregnant or breastfeeding. This is music to our ears as it’s exactly what I wanted to achieve! I was thrilled to see Bea Istanbul print sell out (and to be able to order more of this) as it shows that our customers aren’t afraid of bold & beautiful prints, which makes my job as a buyer far more interesting! We’ll definitely be looking to include more prints in the Summer 2014 range. We’ve also sold our shorter dresses well as we have many petite customers out there who struggle to find clothes that don’t swamp their smaller frames. Mums are impressed with our efficient customer service too. We send all items out via first class recorded mail so it’s quite possible someone orders at lunchtime and receives their item the next morning. I think this is definitely an advantage of being a small business, as it means we can practically dispatch upon demand.

On a personal level, in order to free up more of my time, Elsa has just started nursery for a couple of mornings a week. Ideally it would be more sessions, but as usual I’m caught up in a familiar dilemma: on one hand wanting to grow my business and on the other knowing that I don’t absolutely have to put her into childcare and, before I know it she’ll be starting school anyway and I will miss having her with me.

So has work become more manageable, with a bit of my time freed up? Well, not really! I had high hopes of getting some of the “longer term, big stuff” done during this time and so I wrote a new and rather long to-do list. Naturally though, that list is still growing faster than I’m getting through it!

the possibility of having our very own range of breastfeeding clothes

One of these “bigger projects” I’m looking into is the possibility of having our very own range of breastfeeding clothes, exclusive to Milk & Mummy. Although my suppliers are brilliant, naturally there will always be gaps in the market and that’s where our own label would come in. It’s a very exciting idea but we’re literally just tickling the surface at the moment.

Whilst these achievements may be no more than baby steps when compared to the big boys, we’d like to think we’ve made some good progress since we first launched. We’re so looking forward to achieving many more milestones as we grow bigger, older and hopefully a little wiser!

About Me:

My name is Emma and I have three (!) wonderful babies. The oldest is my daughter Elsa, born in 2011 the second is “Milk & Mummy” my online boutique selling beautiful breastfeeding clothes and launched in 2012, and the youngest is my son Oliver, born in August 2014. All three exhaust me, excite me and make me proud on a daily basis and naturally all vie for my attention! But of course I wouldn't have it any other way.


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Milk & Mummy sells stylish nursing clothes including nursing tops and nursing dresses. We have everything from casual breastfeeding tops for a day at home to glamorous breastfeeding dresses for weddings. Many of our nursing dresses are also maternity dresses and we also sell beautiful breastfeeding covers and cute baby dribble bibs.

© Copyright EG Downie Ltd 2012-2015 All rights reserved. Contact enquiry@milkandmummy.com.
Milk & Mummy is a trading name of EG Downie Ltd, a company registered in England and Wales. Company number: 07812071