About Moms in Mind

OUR INSPIRATION, OUR PHILOSOPHY, OUR MISSION
Moms in Mind was born through our children, and celebrates the experiences of mothering & breastfeeding.

We are pro-life, for breastfeeding, child-led weaning, and family-bedding. We steer clear of any product that promotes detachment from your children. We have sarong baby carriers that help in nurturing your child and clothing specially made for you to breastfeed in style.

Everything ... especially designed with YOU the Mommy, in our Minds.

IT'S ALL ABOUT "MOMS" !
Moms in Mind is a small mother-run business .This business has evolved from my belief in breastfeeding and in encouraging other mothers to breastfeed and likewise nurture their children. And of course…from my desire to be able to wear the cutest tops & also dresses while breastfeeding. The business revolves around our family & work partners: product designer, testers, graphics designer, packaging co-ordinator, we have them all!

Juggling family and the business can be quite a task. What keeps me going is a belief in sharing what we have found useful in our parenting life. This cause is a passion of mine and thus a gratifying experience as we inevitably help other parents along the way.

OUR BEGINNINGS: SOHO
It all started out from home: with a 5 year old, a 2-1/2 year old, and a newborn baby. Business became an extension of our family life. Amidst our daily routines, I would dream up designs, liaise with suppliers & manufacturers, pack goods, maintain our website, handle accounts, and even send out deliveries. Our newborn was a constant "business partner" as he was breastfeeding; going with me everywhere as I went for meetings and deliveries. Often, there times when I would even be carrying our older boy sleeping in the sling while carrying the baby and parcels in my arms during trips to the post office and on buying trips. We eventually needed more space for storage so took up a small storeroom. With no helper at home, our then toddler thus came with me to the office, usually fresh out of bed and still in his pyjamas. He ran around amusing himself while I pieced things together, stopping for a "milk break" once in a while.

MOMS IN MIND - NOW: We now have help at the office. Our helpers are mothers too, with demanding family schedules to manage. They are welcome to bring their children to the child-friendly office that we have created - to share in the work as well. You will often see them slinging their babies and breastfeeding while they work. Or as it is these days - coaching our children in their schoolwork in-between attending to your orders! Our children have grown, as is inevitable. So there you have it... a true mother-run business.

ABOUT OUR MODELS
The ladies you see modelling the clothes on our website are mostly myself and my friends, and often our neighbours, cousins, or nieces! We are sometime pictured with our children who cannot resist being in the spotlight.

WHY NURSING CLOTHES?
You DON'T need nursing clothes, but they really do make your breastfeeding life easier. You won't have to restrict yourself to just wearing separates or a big t-shirt. It's much easier nursing with a baby sling while wearing nursing clothes. You also won't run into the problem of your tummy showing when you nurse while standing up or having your tummy freeze in cold weather. And admit it... our clothes are very trendy!!! Even celebrities are fans of our line of nursing bras and nursing clothes!

ABOUT OUR PRICES
Frankly - our prices WILL be higher than normal clothes. That's because most of our clothes are mostly manufactured in such tiny quantities that we need to pay much higher prices. That being said, we always strive to cap our prices at reasonable levels as most of you avid women shoppers can attest to.

Much thought & design has gone into these clothes since they are specially designed for breastfeeding. This way, you can continue to wear our outfits even AFTER you're done nursing or even when you are pregnant with another.

Being committed to breastfeeding long-term, the clothes are a great investment in your children! And with breastfeeding, you would already be saving much money from not using formula and bottles. Surely you can afford to give yourself little rewards so that you can breastfeed in style!

ABOUT ME
We have 3 children of primary and secondary-school ages and a young baby. Before we had children, I'd worked for some 8 years in the financial industry after graduating from our local university. I resigned soon after my first baby was born and became a real estate agent as that allowed me the flexibility of being with my baby while still working. With 3 children, it made sense for me to re-focus. And hence this business was born just when we had our 3rd baby in 1999. To de-stress, I love to take walks or roller-blade, or simply relax with a book and my favourite radio station. I also enjoy playing music with the children. These days, I don't have that luxury anymore, spending most of my time with an in-arms baby instead.

WHAT ELSE DO I DO?
Besides being a Mother, & besides work, I volunteer time as a breastfeeding counsellor. Until I stepped down in the year 2000 when our youngest was 1 year old, I was also on the Executive Committee of the Breastfeeding Mothers' Support Group (Singapore) as the Publications Editor. Before & during my term of office, I helped develop an informational website for the Group, integrate an online donation webpage and established their first official domain name. Now that the children are older, I have again ventured into volunteering, but this time with the church-based group Joyful Parenting (JP). The group "mans" a Hotline 64880286 and has volunteers attached to postnatal wards at KK Women's & Children's Hospital. JP also conducts parenting workshops at various churches and co-ordinates activities for the Catholic Moms Groups in churches around Singapore.