Exploring Life & Business with Jessica Dunlevy of That New Mama

Today we’d like to introduce you to Jessica Dunlevy

Hi Jessica, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
When I was pregnant with my daughter, I tried to prepare for breastfeeding as best as I could. I went to classes, I bought all of the “must-haves” and “necessities”, I even read a book about breastfeeding; but nothing prepared me for the incredibly negative stigma that surrounds breastfeeding (especially in public). Breastfeeding is not easy, and the constant fear of being ‘indecent’ or making someone feel ‘uncomfortable’ does not help.

It was four weeks postpartum, we were out in public at a restaurant, and our daughter was getting hungry. Instead of breastfeed her there at our table, I found myself walking back to my car to nurse her. I felt like people were going to stare, or even make comments about me feeding my baby. Since that day, I have been determined to show the world that breastfeeding is normal, natural, and a woman’s legal right! And that is how my company “That New Mama” was born!

Flash forward a bit; we were eating at an outdoor restaurant, it was 95 degrees outside, and my daughter was hungry. At this point, I had felt a bit more comfortable breastfeeding in public but I was still using a cover when nursing her. We were sitting there in the middle of the patio, dripping sweat from the heat, the cover was completely getting in the way, and I was over it. I decided that day to throw my nursing cover away!

Once I started feeling more comfortable, confident, and even empowered to breastfeed my daughter in public, I found myself with a few persistent issues. My shirt would constantly fall down while trying to nurse her, I was ultimately kinking my neck by trying to hold it up, and I didn’t want to spend a fortune on breastfeeding-specific shirts with zippers, buttons, etc. So, after a long day at the zoo with a shirt that was just not cooperating with a breastfeeding baby, I went to the drawing board. And that night is when I invented the “Mama’s Mate”, the first-ever 24/7 breastfeeding shirt clip!

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has absolutely not been an easy or smooth road. From being a brand new first-time mama and leaving my previous job as a Registered Nurse, to now being a full-time stay-at-home mom and starting my own small business; it has been one of the hardest, yet most rewarding challenges I’ve ever faced.

For those mamas who are currently or have previously breastfed, you understand the trial and error that comes along with breastfeeding a baby. I could somewhat compare that to starting a small business. You start with a goal in mind, you put all of your time and effort into preparing and making arrangements for the best possible outcome, and then you realize it is not an unobstructed or easy path.

Time management has been one of the biggest obstacles. While being a full-time mama by day and a small business owner by night, I have learned how to make both my dream of being a mom, and my dream of empowering other moms possible! Another major obstacle was figuring out the intricate details of starting a business from scratch. Because I have a Bachelor’s Degree in Neuroscience and a Master’s Degree in Nursing, I have been completely self-taught and had to learn everything about business on my own. All-in-all it has definitely been a challenge, but no obstacle can outweigh passion and determination!

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Since beginning my breastfeeding journey 390 days ago, I unfortunately have come to realize the major stigma that surrounds breastfeeding, especially in public places. So, I have ventured out to change that! Most breastfeeding mamas I know or have connected with, do not feel completely comfortable with feeding their babies in public. Some breastfeeding mamas don’t even know that it is our legal right to breastfeed our babies wherever and whenever we want or need.

My company “That New Mama” provides all breastfeeding mamas (that includes nursing and pumping) with super cozy and comfortable apparel that moms actually want to wear! Our Mama’s Mate is a one-of-a-kind must-have for all breastfeeding mamas—a versatile shirt clip that doubles as a stylish and sleek necklace, so you’ll never have to buy a zippered or buttoned shirt again. We also know how important hydration is for breastfeeding mamas, so we offer both sipper glasses for your electrolytes and ceramic mugs for your morning coffee. But our products don’t stop there, we also provide a variety of nursing and pumping essentials to make all breastfeeding mamas’ lives just a little bit easier.

Although wearing a That New Mama tee or crewneck and using our breastfeeding essentials won’t change the world’s view of breastfeeding on its own, it will help raise awareness and visibility! My hope in starting this small business is that by showing breastfeeding as a beautiful and natural act through stylish and trendy apparel and accessories, it will be easier and much less stressful for mamas to feed their babies anywhere and everywhere!

My goal is to provide nursing and pumping mamas with a sense of community where we can embrace the beautiful journey of breastfeeding and motherhood together. I’m starting to change the way people view breastfeeding, and I couldn’t feel more proud or empowered to show the world that it is okay to feed your baby whenever and wherever you want. So, come along with me as we normalize breastfeeding once and for all!

We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
Before venturing out and starting my own business, my background was primarily science, medicine, and nursing. Prior to being a stay-at-home mom, I was a Registered Nurse in the Operating Room and before that I was working in the Surgical Intensive Care Unit taking care of the sickest and most vulnerable patients in the hospital. So with no finance, marketing, or business background, learning how to even begin starting a business took a lot of time and dedication.

Early on, I read in an article “approximately 24.2% of small businesses do not survive their first year” (Helguist, 2024). While that number seemed daunting and intimidating, my vision gave me the determination I needed to hit the ground running on bringing visibility and awareness to breastfeeding. Once I started, I realized that you don’t have to be a super experienced or acclaimed business person to start a movement! My passion and hard work have got me to where I am today, creating a supportive and inclusive community of breastfeeding mamas who are just trying to feel valid and accepted while feeding their babies. For these reasons, I do not believe that luck has had a role in my business.

Helquist, Bryndee. (2024, September 12). Understanding Small Business Survival and Failure Rates. Lendio Research. https://www.lendio.com/blog/small-business-survival-and-failure-rates/#:~:text=BLS%20data%20shows%20that%20approximately,at%20the%2010%2Dyear%20mark.

Contact Info:

• Website: https://thatnewmama.com
• Instagram: https://instagram.com/that_new_mama/
• Facebook: https://facebook.com/people/That-New-Mama/61566704572187/
• Other: https://tiktok.com/@that_new_mama?lang=en