The following is the email that I received, unedited...
Dear PumpEase folks
I just came across your advertisement for your pump. As a childbirth Educator, breastfeeding advocate and educator, and mother of four breastfed children, I find the picture extraordinarily harmful to breastfeeding women.
Postpartum women are sensitive the enormous changes that their bodies go through. As I am sure you can appreciate, growing a baby for nine months is a huge endeavor. After birth, the body must not only recover from birth, but make the slow and subtle changes back to its pre-pregnancy state.
This picture of a woman, who is presumably postpartum since she has the hands free pump attached to her, definitely does not have the body of a woman who has just given birth. The corset and size of the woman's waist are completely misleading( is she a size 3?) further promoting the media stereotype that resume their pre-pregnant bodies immediately after birth.
The picture also gives the false sense that the woman who is pumping would never have to support those flanges and bottles attached to the bra. The weight of those bottles and eventual milk will weigh down on her breasts and nipples and cause her discomfort and/or pain. For women with large sized breasts this would not be a possibility. She would need to support the weight of her breasts with her hands for comfort.
Not only does this picture not represent what the postpartum women is going to look like, but in all honesty, it's pretty cheesy. Your ad did get my attention, but I would not recomment your product in my classes.
And my response...
Good day Xxxx,
I apologize for the late reply - our assistant got married and went on her honeymoon for two weeks, and as a result we got quite behind.
I appreciate you taking the time to share your thoughts and feedback on PumpEase Organic, especially since it's a product that is extremely helpful to breastfeeding moms whom you support.
The colleague who lent us the corset that you see in the image, who is a leading corsetiere in North America, works with many new moms to help them return to their pre-pregnancy figure. She has had women come in as soon as one week after giving birth. In Victorian times, postpartum women were wrapped in a soft cotton corset with ties down the front to help the new mother get her figure back. Corsetry supports the back, slims the waist and improves the posture.
In fact, postpartum belly-binding/compression has been in practice therapeutically for thousands of years and is still evident today. Women are routinely told, by both hospitals and birthing professionals such as yourself to purchase a “compression garment” and to wear it “as tight as you can stand it” immediately postpartum to help return the uterus to its pre-pregnancy size, decrease bloating caused by water retention and support the legs & back. There is information on Belly Bandit’s site about the safety of this practice including how it can support Caesarian Section incisions. Therefore I’m not sure why you feel the need to fault moms for doing something to boost their own confidence, if that's their choice. It's like criticizing a mom for covering up when she nurses in public; I say that whatever helps moms' confidence, goes.
We do not feel that we are giving the wrong message to new moms at all with this image. We feel we’re doing something positive for body image by not using a stick-thin model (as evidenced by our model Talysia’s upper arms and wider hips). Talysia is, in fact, an average size 12, with a waist measurement of 29-½”, not a "size 3" as you stated in your email. She is also a mother. Having said that, women come in all shapes and sizes and their bodies react differently to pregnancy, even from one baby to another.
Further, we are not suggesting that women don a corset after birth any more than we are suggesting that women dress-up as a pin-up girl or as Holly Golightly as seen in our other marketing images. In fact, moms LOVE our images, with most finding them very empowering.
I should also correct you in your statement: "The picture also gives the false sense that the woman who is pumping would never have to support those flanges and bottles attached to the bra. The weight of those bottles and eventual milk will weigh down on her breasts and nipples and cause her discomfort and/or pain. For women with large sized breasts this would not be a possibility. She would need to support the weight of her breasts with her hands for comfort.”
I have many testimonials on my site attesting to the fact that PumpEase works wonderfully for larger breasted women AND supports full 6-8 ounce bottles. And again, I can attest to this personally as I pumped 10 oz of milk with no problems whatsoever. I was a D when nursing and do NOT have “perky” boobs by any means. I was also using the Petite version of our product (as this was during our prototype stage). We now have a wider version of PumpEase which provides even more support.
We designed PumpEase solely to help moms extend their nursing relationship with their babies. Our customers include moms pumping for their toddlers and preschoolers as well - not just newborn babies. If you look around our site, I’m sure you’ll agree.
If you’re ever in Vancouver, you should visit Lace Embrace and try a corset on. You will find that they are very comfortable, easy to wear and wonderful for your waistline and posture. I know, as I’ve worn one myself on several occasions.
Wendy Armbruster Bell
After I received this email, I contacted Melanie to help me with my research. We had previously discussed my interviewing her about maternity and nursing corsets both because I love the History of Costume (one of my favourite subjects in school) and because I find it very interesting to hear about the nursing apparel from other eras and thought some of you may too.
So without further adieu...
And if you'd like to learn more about historical costume you need to attend one of Ivan Sayers' lectures. Ivan Sayers is a fashion historian who specializes in the study of women’s, men’s and children’s fashions from 1650 to the present. Sayers has one of the largest and most comprehensive collections of historic clothing in private hands in Canada. He is the founder of the Original Costume Museum Society in Vancouver.
So what do you think about corsetry? Corsetry while pregnant? Corsetry while nursing? Do you find this as fascinating as I do? And what was your first reaction to our marketing image? Did you think it was inappropriate? Empowering? Silly? Leave your comments below - I'd love to hear all about it! And if you're ever in Vancouver, be sure to visit Lace Embrace and try a corset on. Remember my warning however - they are totallyaddictive!
Hi everyone! Please check-out our latest video entitled, "How to Use a PumpEase hands-free pumping bra". Any idea what it's about? OK, just kidding...
I worked with the wonderful Cathrin Witt on this project. I was responsible for taping it and tried my best to follow Cathrin's guidelines for shot angles and such, however I'm no professional in this arena so you can blame the "not so great" lighting on me. Cathrin was in charge of editing - adding music, stills and titles - and making it look all pretty and professional!
The cool thing is, Cathrin (or Cathy as I knew her as in high school) and I reconnected on Facebook a couple of years ago, yet did not meet face-to-face or even speak over the phone to get this video produced. She lives in Bellevue, WA - about two hours south of me AND in a different country!
So just think... if the next time that Cathrin and I venture down the video production road, we actually work together in-person, we could potentially have Oscar material on our hands! Should we clear off our mantles Cathrin?
Anywho, take a gander at the video and let us know what you think. You like? No like? Tell us all about it below!
Tags: 'how to pump', 'hands-free pump', 'nursing bra', 'easy expression'
Lately I've been thinking that we've been home from taping our Dragons' Den pitch for over six weeks now and about the fact that I haven't had the time to get to this blog post (and honestly feeling pretty guilty about it). We got home very late the day after taping (a Saturday) and then had to go get the girls the following morning. And then it was straight into a new week in which we presented to a panel at Small Business BC for The Successful You Small Business Awards - Business Growth Category and then BANG! Rebekah got marrried and went on her honeymoon for two weeks and I'm still not caught-up! Finally, throw in an order to our distributor for almost 1700 pieces just to keep things hopping!
Then I thought... "Hey, I'm actually doing you guys a favour!", because now you'll have six weeks LESS to wait until Season 6 of Dragons' Den starts on September 22nd and we all start biting our nails to find out if we made it to air.
So really, that was a good thing right? I said RIGHT? Ahem...
Without further adieu, here's the lowdown on our whirlwind trip to Toronto, Ontario and the fabulousness that was standing in front of Jim Treliving, Kevin O'Leary, Arlene Dickinson, Robert Herjavec and W. Brett Wilson to pitch "our little business". Although I cannot tell you anything about what happened after I stepped onto that set, I will tell you that we had a blast and would do it all again in a heartbeat!
Now all the moms out there will know that "getting out of town" when you have (two) small children, whether you take them or not, is no small feat in itself. Not only did I have to pack for myself, but I had to pack for the business AND for both the girls (in separate suitcases no less as one was going to my sister's in Vancouver and one was staying with my Mom so she could still go to school). And I HATE packing. I tell ya, I was cursing Mike's name under my breath when he was all done in 10 minutes!
Our flight was at 7 am, so we ventured to be at the airport and parked by 5:30/6:00 am. I didn't get to bed until 3 am. (I was packing, remember?) Do the math people. At least I was nice and tired that evening to help me adjust to Toronto time.
We flew WestJet for the first time and were pleasantly surprised by the friendly staff, the easy check-in and the fact that after booking the window and aisle seats on both legs of our trip, that we ended up with the middle seat empty (which was, of course, our plan, he, he, he). But really folks, ANYTHING is better than Air Canada, right?! We are planning to fly WestJet again when we travel to Vegas in October for the ABC Kids Expo.
So we arrive in Toronto, on time, collect our bags and jump on their amazing transit system, affectionately known as the TTC, which after paying only $3.00, dropped us off in the shopping mall below our hotel - how cool is that?! Speaking of our hotel, we splurged and stayed at the Fairmont Royal York, one of the old CP hotels, and it was grand to say the least (we didn't splurge THAT much, the Dragons' Den had a corporate rate there). Look up and to the lower right for a couple of pictures of this fabulous old world hotel. We get up to our room, I texted Pandora La Glamme, our fabulous model, to make sure we were still on schedule for taping the next day and then we relaxed for a bit while I went online to find a nice vegetarian restaurant to check out for dinner.
After weighing online reviews against the distance from our hotel, we decided on Sadie's Diner, which was still quite the hike (but I needed it) and it turned out to be an EXCELLENT choice.
Sadie's made THE best vegetarian hamburger that I have EVER had and then our waiter offered to make me a fresh batch of his homemade lemonade (YUM!). Mike ordered samosas and a wrap and was very pleased (and stuffed) as well. If you're ever in Toronto, even if you're not vegetarian (because you know I'm a flexitarian), check it out! It had a great 50's diner feel, awesome staff, great food and even better prices! AND they had a "breastfeeding welcome here" sticker on their door! It was fun explaining my business to the tattied and pierced (male) waiter when the subject of the nature of our trip came up. He was all over it though!
Next on the agenda was COFFEE!!! I had spied a Starbucks on our walk down so we headed towards it and got caught in a horrendous downpour. Even with an umbrella (thank GAWD I grabbed it), we were still soaked by the time we got inside. So we hung there for a while, then caught a bus back downtown and hit a liquor store so we could have some drinks back in the room.
We hung out, had a drink and I rehearsed my pitch with Mike a few times before turning in. Then I was up again at 6 am (that's 3 am my time) to get ready and rehearse some more before Pandora La Glamme showed up. (No rest for the wicked huh? For me, it was all about being prepared).
It was so great to finally meet Pandora (Suzy) after only speaking on the phone and via email for over a month. Well, she was just as fabulous in person (maybe more? is that possible?) as she was long distance and I was psyched for the pitch. She got ready, I practiced the pitch some more, we practiced together and then it was time to head to the CBC Studios about a five minute walk away. BUT, Pandora was having pastie problems. She had hand-made beautiful, red, glittery, heart-shaped pasties to wear during the pitch, but they weren't dry enough and thus weren't staying "in-place". What to do.... what to do... yikes!
We arrived at CBC just before our noon call time and after checking-in (and being told we were third on), were given a multi-page NDA to sign (and attempt to decipher). We waited in the lobby for about 40 minutes for someone to come get us. While waiting, a bunch of other pitchers arrived and it was fun trying to figure out what their businesses were by what they were wearing, and what props they were carrying.
Finally a runner - Bryan - came and got us and took us upstairs via a large freight elevator. First on the agenda was a prop check. We were instructed to lay out everything that we were taking on-set onto the table. Then we waited for executive producer Tracie Tighe, senior producer Lisa Gabriele and our segment producer Molly Duignan to come by to check the props and hear about our pitch. We had already discussed our pitch with Molly at length weeks ago over the phone, but this was the other producers' first taste of it.
Bathroom break! Pandora checked her pasties again and we realized that we couldn't use them at all. We let Bryan know and he called for the costume department. (Sorry, we don't have any pics of the problematic pasties.)
Next was a tour of the set. Along with the four other pitches in the afternoon segment of taping that day, we walked through the big doors (the ones that you see people LEAVING the set through on the show) onto the set and met Kevin, the floor director, who told us where to walk onto and off the set, where our "mark" was when we stood in front of the Dragons, what not to do (mention the date or time of year as who knows when your segment will air) and a bunch of other "TV stuff". This was our first glimpse of the set and especially the chairs that would every so shortly be filled with actual Dragons. The whole thing was VERY surreal. At this time we got an update and were told we were second on.
Bathroom break again (just in case) as we were getting mic'ed next! We were supposed to go to the lounge/holding area next, but there was no time...
Next was hair and make-up along with a chat with Sandra Rayner - the CBC business consultant - about our numbers and our "ask". After being told previously that my numbers were "good", I was encouraged to raise the stake that I was offering for the amount of cash that I asking for. I was a little thrown-off by this so late in the game, but dealt with it all the same...
Then a lovely lady from the costume department showed up with some new (albeit oh so generic) pasties for Pandora and she went to the bathroom to take care of her booby business! (Sorry, no pics of this either guys!)
Then we were on! eep! I was pumped up with adrenaline more so than nervous. Another lovely lady walked Pandora and I out of hair and make-up and down the hall to a sign that said "ON THE AIR". We walked onto the backside of the set where a bunch of sound techs had me start my pitch to check my mic. It was a dud - and apparently the first one in something like 14 days of taping! So then they had to re-mic me... (Hey, I didn't mind all those male hands down my top for a second time!)
Then it was time for "the walk". If you've ever watched the show, the pitchers walk across a breezeway with backlit windows and then down a flight of not-so-easy-to-navigate stairs onto the set. Well, to get up to that breezeway, we had to walk UP the stairs behind the set. I admit my knees were a little wobbly as I walked up the steps and then down the other side - I didn't exactly wear flat footwear... <-- fashion victim!
Aaaaaand that is where the story ends (for now) my friends.
Before I go however, I must give a huge shout out to ALL of the people that we met during our short, but memorable afternoon at the CBC - Dragons' Den studios. Not only was everyone we met friendly, down-to-earth and super helpful, but they genuinely wanted you to do well! And for that, I thank you!
After dropping off our gear at the hotel, Suzy, Mike and I headed DIRECTLY for a cute little Irish pub downtown and had a much-deserved drink and late lunch. It was good to finally take a breath and relax, even if just for a moment.
To top-off the day, Mike took me to the top of the CN Tower for dinner as an early birthday present. We had a wonderful time - good conversation, great wine, fantastic food and we had an excellent view of the sunset. Then we spent Saturday cruising Toronto's famous shopping districts - Yonge Street, Queen Street and Yorkville among others - and I picked-up a few things.
So if you have questions about anything that you just read or saw in the pictures, please leave a comment below and I will try my best to answer them. And please also keep your fingers and toes crossed that the next Dragons' Den blog post comes sooner than later...
Mark Friday, June 25, 2010 on your calendars. Why? Because years from now we will be looking back at this date as THE turning point for breastfeeding in our culture.
Last Friday, the USA Today Pregnancy & Wellness Report, produced by Media Planet, will reach 2.2 million readers in Chicago, Los Angeles, and New York. It will be distributed to ob/gyn offices and physicians through the American College of Obstetrics and Gynecology, will be carried in all Destination Maternity stores, will be distributed at March of Dimes events, will be circulated to 25,000 members of the United States Breastfeeding Committee and all member organizations, and to all physician members of the Academy of Breastfeeding Medicine.
Why is this ad different from others? Why did I support this unique, groundbreaking ad?
Bettina Forbes, co-founder of Best for Babes explains:
No scare tactics: There are no pregnant moms riding mechanical bulls or participating in log-rolling contests, unlike the government's ad campaign, which was criticized for a whole lot of things, including succumbing to formula lobbyists and making moms feel guilty if they couldn't breastfeed. Breastfeeding rates actually went down after that campaign. (Too bad we don't have the $3 million to spend on our campaign!)
Highlights donor milk: Most moms don't know that donor milk is the 2nd best choice to breastfeeding, and don't have access to it. Formula is 3rd.
Raises awareness of the WHO Code:The WHO Code was designed to protect moms who WANT to nurse from being derailed by aggressive formula marketing (like doctors giving mom free samples, which have been shown to decrease breastfeeding duration) but which NOBODY in the mainstream knows about. There is NOT ONE formula ad in the issue, unlike practically every high-circulation, mainstream pregnancy & parenting magazine and website, which we worked very hard to persuade Media Planet to uphold. All of the sponsors in our ad are WHO Code compliant, including Evenflo, the only WHO Code compliant bottle maker (and parent company of stellar breast pump Ameda) - we think they deserve kudos for that!
It's positive! Just like with parenting, we have to be careful not to only react to bad behavior but to recognize and reinforce good behavior. We need to create as much media attention and buzz for ads or marketing campaigns that get it right as we do for those that get it wrong.
While Best for Babes has already experienced tremendous support and kudos including feedback from actress Alysia Reiner...
"The ad is so fantastic, so hip but informative, warm but also sassy & smart, LOVE IT! So proud to be involved with you guys." ~ Alysia
I'd like to appeal to you to help them raise further funding to roll-out this campaign on billboards, bus stations and doctors' offices around the country. Please help to spread the word about it via Facebook, Twitter, email and by simply talking to others. (To make it easy for you, there are quick links to share on Facebook and Twitter at the top of this post... click away!)
So did you get your copy of USA Today on Friday? If not, you can download the Pregnancy & Wellness Report here. Tell us what you think of the ad, the report and let us know if we can count on your for support of this very important initiative.
Tags: 'best for babes', 'breastfeeding versus formula', USA Today
Well, the road to PumpEase Organic has been a bumpy one to say the least. From figuring out what an organic PumpEase should actually look like to sourcing fabric, then having said fabric delayed by fires and volcanic ash (no joke!) to a flooded photo studio, you might have thought we'd give up! However, if you know me, you understand that I rarely step down from a challenge (read: I'm incredibly stubborn) and actually experience great pleasure from overcoming adversity. Remember the old adage, "Nothing worth having is ever easy". And just like childbirth, I've forgotten all (or most) of the pain and am now gushing over my "new baby"!
It was actually Madeleine Shaw of LunaPads that first put the bug in our ear about producing an organic version of PumpEase. Honestly, I wasn't that jazzed about the idea at first. For starters, I knew printing organically on a knit was a long shot. And we are all about the fashion here at Snugabell, right?
And then Madeleine mentioned it to me again - expressing how well-received she thought an organic PumpEase would be by moms. I agreed the "green" trend was very prevalent in our industry and was likely going to continue. I voiced my concerns about the prints and we discussed the options. I considered producing organically dyed solids - picturing a soft green and a lavender (green and purple being my favourite colours, so no surprise there). We also discussed doing "natural" or unbleached cotton, but I was worried it would look "dirty" next to our white hook & eye. Something just wasn't sitting right in my gut (and I REALLY listen to my gut!).
But I continued to move forward... I worked with my wonderful fabric supplier, ordering several strike-offs before the custom-milled organic knit was perfect. Our final pick had a wonderful weight and hand - so incredibly soft! And then we sampled it, and something happened...
I had this incredible vision of an unbleached organic cotton PumpEase - the beauty being the simplicity of it all. And in the next moment, I remembered what my design teacher always told me, "KISS - Keep It Simple Somehow" - aaaah, affirmation. It saw it and it was beeee-autiful!
Things moved along swimmingly for awhile until it was time to schedule the photo shoot and I got stuck again - really stuck! I wasn't sure how we could communicate "organic" while maintaining our signature cheeky marketing style!? Then one sunny afternoon, I was driving home from my fabric supplier, (I do all my best thinking when I'm driving) not even consciously thinking about the look for the shoot and it came to me - Mother Nature. The model would depict MOTHER NATURE! I was STOKED! As soon as I got home, I went online and two hours later I had the whole look finalized. It just goes to show that you can't force inspiration! :-)
Everything pretty much fell into place from there (even despite the delays). I got to play stylist and source the model's ensemble - borrowing an incredible corset from Melanie Talkington of Lace Embrace (we went to design school together) and enlisting my talented friend Dawn to help me make the headpiece. Add a ballet skirt and white leggings and we were set!
The day of the marketing shoot was incredible! As always, Claire Reid was behind the lens and thanks to my husband Mike's suggestion, Talysia Ayala was in front - she depicted "the look" so perfectly that the images barely needed editing!
A couple of weeks later, we did our product shoot at the beach, which was equally fabulous as you can see from the image above. OK, I'm gushing again now... you better go check out PumpEase Organic and tell us what you think before I become "that parent" and pull ALL the pics out of my wallet.