REAL LIFE: “In the middle of a pandemic, I launched a business to help new mums”
In her journey to become a mum, Amelie saw a gap in the market.
By Amelie Cazzulino
After being diagnosed with endometrial polyps, I realised for the first time that my journey to motherhood might not be as straightforward as I had once imagined.
I had long wanted to be a mother but all of a sudden, I needed to know exactly how to best prepare myself for what was to come.
I eagerly delved into the sea of information around preconception, pregnancy, birth, and I realised that when it came to postpartum, the focus seemed to quickly shift from the carrying mother to the newborn baby.
Postpartum care for the newborn mother felt overlooked, with women expected to mostly figure things out on their own, put aside their needs to immediately care for their baby, all the while performing in their new role with positivity. Friends and family spoke reluctantly of the challenges they had faced following childbirth and how difficult it was to navigate the transition into motherhood for fear of being judged.
So I set out to create Bare Mum to demystify and destigmatise what goes on during this transformative period, empower new mums with evidence-based information, and provide practical solutions to support their unique journey.
My personal experience coupled with a background in Marketing allowed me to identify a gap in the market, but it wasn’t until I was partially stood down in March 2020 that the opportunity to pursue the long-standing dream of starting my own business really presented itself.
“I had long wanted to be a mother but all of a sudden, I needed to know exactly how to best prepare myself for what was to come.”
What I had not anticipated was that Covid-19 would turn out to be both a blessing and a curse, and that starting a small business in the middle of a global pandemic would bring some very real challenges, be it logistically, financially, or emotionally.
One of the biggest challenges I faced in launching the business was finding a way to navigate the emotional roller-coaster that comes with it. It was both a welcomed distraction from the chaos we live(d) in, as well as mentally and physically draining at times.
In an ever-evolving world of sustainability, we strive to make decisions that work towards reducing our ecological footprint every step of the way.
For us, sustainable thinking starts with thoughtful designs, resource-efficient materials and a responsible production process. When mums purchase from us, they buy products that have been made with care and purpose.
Bare Mum is an Australian-first wellness brand designed to support women recover from childbirth more comfortably and navigate the fourth trimester.
