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Jul 25, 2016 7:29 AM ET

Archived: Bella Materna – Breastfeeding Just Got Easier for Working Women: an innovative Pumping Camisole

iCrowdNewswire - Jul 25, 2016

Bella Materna

Breastfeeding Just Got Easier for Working Women: an innovative Pumping Camisole

Seattle WA


Breastfeeding women face a unique problem when buying most nursing apparel: it tends to require a lot of strap pulling and disrobing. Nursing garments built for professional settings are rare, and finding private places to comfortably pump can be very difficult. With insurance companies now providing coverage for breast pumps, the number of working women choosing to breastfeed is significantly on the rise. But pumping circumstances are not getting any easier, and nursing apparel so far has not addressed those realities. It’s a vast gap in the market and a real problem for working moms who have to jump between pumping and making it to their next meeting on time.

We knew we could design something built for convenience and minimal exposure. We leveraged 20+ years of design experience to engineer something entirely new: a Hands-Free Pumping Nursing Camisole built for quick access.

Our versatile camisole will be a game-changer for any woman’s nursing wardrobe. It keeps pace with a busy work day: she can keep her straps up and her blazer on while she pumps. She never has to worry about exposure, and the garment’s easy access ensures that she can quickly jump to her next project. It’s also perfect for casual settings, soft enough to sleep in, and great for warm weather or as a layering piece. We’ve tested this product extensively. Moms who tried it quickly fell in love with its comfort and full bust support.

We’ve also been in negotiations to extend mass market reach with this product by cross promoting with a breast pump company. Insurance companies not only cover breast pumps; some are beginning to extend coverage to nursing bras and camisoles. There has never been a more perfect time to launch this piece into the arena.

Bella Materna has already perfected the final version of this product. Kickfurther funding will help cover production costs. We will be able to ship a fully finished product within 3 months of receiving funding. Help us get this great product into the hands of professional women who have been waiting for a unique product like this.

We will also be reordering our best selling Pretty Yet Sexy TShirt nursing bra, which large chains like A Pea in the Pod have loved and asked for our new updated version. We need to pay for the goods in order to proceed with them again. Previous styles sold $5-30K/month for one style/color combo, this new run will be similar.

Additionally, we will be reordering the updated design of our volume selling Anytime Bra.  It is the ideal easy flex bra for every new mother, whether pregnant, nursing or….really – anytime. 

Our 13+ years of our proven customer satisfaction and item creation will continue to ensure we deliver upon your investment.


Please feel free to contact us with any questions – anne@bellamaterna.com

About Bella Materna


Bella Materna has supported moms by offering beautifully crafted and functional maternity and nursing pieces, now for over a decade. The first lingerie brand to create the designer maternity market, and support a women’s journey into motherhood.  Our collections are a vast array of maternity bras, nursing camisoles, maternity lingerie and loungewear.  Ranging in a neccesary assortment from smaller to full bust J cups.  Our mission is to encourage women while they grow more lovely into motherhood.

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Our company focuses on versatility: we craft high quality pieces made to flatter both pregnancy and post-pregnancy bodies. Bella Materna’s devotion to gorgeous items built with longevity in mind has built a solid organic following.  We forge close relationships with our customers and innovate new designs based on their feedback.   A long term, harmonious relationship has developed, and enabled us to expand our customer base beyond the early mother years.  Keeping our this valued customer for many years to come.

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About the owner


Bella Materna has designed innovative maternity and nursing apparel for over a decade. Cofounders Candace Urquhart and Anne Dimond met while designing for Nordstrom and launched Bella Materna in 2003. “After consistently hearing women say, ‘there is no such thing as a pretty nursing bra,’ we knew we could create something better. Motherhood can be challenging; finding truely functional yet beautiful pieces to wear throughout pregnancy and nursing shouldn’t be. We focus on developing products that adapt to body changes experienced by pregnant and nursing mothers. We’re always leveraging customer feedback to create more highly innovative designs and expanding our existing collections to meet modern moms’ needs.”

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Customer reviews on some of our styles: 

on Jun 9, 2016  Paige C  Pretty yet Sexy TShirt Nursing Bra

“This bra is amazing! It has great support and is comfortable. Is runs true to size. I love that it can be converted into a regular bra after nursing. Ann was great to work with too!”


on Jun 26, 2015JOANN A  Pretty yet Sexy TShirt Nursing Bra

“All I can say is WOW. My boobs are finally back in the Northern Hemisphere and looking gorgeous and feeling so comfortable. I am currently nursing my 2nd child and wish I had discovered these bras the first time round as I nursed for 2 years….I am a size 34DD ordinarily, I am currently wearing the BellaMaterna T-shirt bra size 34F (Tho when I measured I was 34E, but the cups were a bit snug for me). I cannot say enough good things about this bra – SO comfortable and looks like a non nursing pretty t-shirt bra! It’s the BEST. “


on March 3, 2016 Charmaine L Sexy Lounge Dress

“I have been wearing them since I gave birth 10 years ago … They are soft, good breast support, v pretty and durable. My kids are so used to me wearing them when sleeping with them … And they don’t like me wearing anything else.”

With your investment, we are ordering our new innovative camisole and re-ordering our best selling bras: 


Hands Free Pump + Nurse Camisole

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How it works:

Breastfeeding moms shouldn’t have to get naked in order to pump. Bella Materna designed this camisole to be the perfect solution. An underbust band lifts to a discreet opening (slightly larger than nipple size to accommodate the pump) allowing her to pump freely. What makes it hands-free? We use proprietary yarns that hold the pump flange against the breast while pumping. She can sit back and relax. Also, the full breast is never exposed–just the part that needs to be for sucessful pumping. More importantly, this underbust point of access doesn’t compromise the amount of lift and support this cami offers.

There has never been a breastfeeding garment this versatile. It’s wonderful for corporate settings: a busy professional mom can keep her straps up and jacket on while she pumps. Yet this camisole isn’t just limited to the office– it’s soft enough to sleep in and works wonderfully in warm weather, or as a casual layering piece.

We’ve spent time troubleshooting every possible improvement to build a garment that really works. We experimented with different levels of stress tension fabric to find the best consistency for support and adjusted the nipple opening to fit breast pump flanges of all sizes.Moms who tested it have given us great feedback on its comfort, convenience, and full bust support.

Pretty yet Sexy Nursing Bra

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Sweet yet functional, our Pretty Sexy T-shirt nursing bra really lifts your spirits!  Using our Flexy-wire, plush back elastics, & delicate sheer trim, we comfortably support better than your regular bra. A beautiful nursing bra with 6 setting hook and eyes extend to fit your lovely pregnant or breastfeeding shape.  If you liked T-Shirt bras before pregnancy, this is your maternity bra & nursing bra 

Anytime Bra

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The Anytime Bralet provides pretty smoothing coverage and comfortable support for pregnancy and nursing. It has optional racerback nursing bra functionality too.

Feel pretty in this versatile piece specially designed to adapt to your changing shape. The cup adjusts to accommodate breast size fluctuation and the extra hooks in back allow for rib cage expansion.  


Sales Metrics

  • 30% organic growth with inventory capital

  • 85% gross margin at retail

  • 75% new customer 25% returning

  • $5 Customer Aquisition Cost

  • $8,000 -10,000 Customer Lifetime Value

Contact Information:

Bella Materna

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