Our sponsor for the month is Undercover Mama…
Meet Undercover Mama’s Elisa Opt Hof
Our sponsor, The Fourth Trimester: A holistic guide and essential book for the postpartum period.
In 2007, days after the birth of my fourth child, I realized I was pretty fed up with the lack of options I had for breastfeeding clothes. I figured by the fourth time around I should have this down, but instead I was still awkwardly fumbling through layers of clothing with one hand and holding a crying baby in the other.
Sure, there were plenty of nursing shirts on the market. I had tried some of them and still found them tedious to try and open and close a bra while holding the panel or slit in the shirt open and holding the baby at the same time. I really didn’t feel like conventional nursing shirts made the job any easier.
After months of wearing a limited maternity wardrobe through pregnancy, what I really wanted was to be able to breastfeed comfortably in my regular wardrobe. I’ve mostly been a jeans and t-shirt kind of girl and like to keep my options comfortable, simple and affordable. However, I just couldn’t find a way to make breastfeeding comfortable in my regular shirts. When I’d lift up my shirt to breastfeed, I hated baring my midriff. It just wasn’t a part of my body I felt great about exposing . I tried various undershirts but still found them as awkward as the nursing clothes…too many layers to navigate with one hand. I needed to quickly and easily get my baby to the breast. I realized I wanted the job to be as simple as if I was just wearing my nursing bra. That’s when I came up with the idea for Undercover Mama shirts. It truly was a light bulb moment. “Yes!”, I thought. What I wanted was an undershirt that connected to and opened with my bra. No extra flaps, or layers or slits to dig through or hold aside! Just undo the bra and the attached shirt opens along with it. I loved the idea that I could wear the supportive nursing bras I needed and essentially turn them into a nursing tank that I could layer under any article of clothing.
I was so excited by the idea that I immediately wanted to buy one. Surely, I thought, something like that must already exist on the market. I got online and started searching. I didn’t find anything like what I was imagining. I decided to make one on my own and loved it so much that I needed more. I knew other moms out there would very likely love one as well. After a quite a bit of research, I decided to go for it. I was a cash-strapped stay-at-home mom with 4 young children. I knew it wouldn’t be easy but I was determined to make it happen.
I set the goal to launch the product on the market by the time my new baby turned one. I worked hard to make that happen just a day before my deadline. Its been an exciting journey and I couldn’t have done it without my amazing business partner, Elena Leppard that joined me early in the journey. Since then we have built an all-mom team that shares our passion and dedication to help nursing moms in their breastfeeding journey.